The Effect of Number of Running Screens and Viewers in the Theaters, Genres, Holdback Period on the Number of Purchases of Movie VOD in the Digital Cable TV Subscribers

디지털케이블TV에서 영화의 선행창구 성과, 장르, 홀드백 기간이 영화 VOD 구매에 미치는 영향

  • Received : 2015.09.14
  • Accepted : 2015.10.19
  • Published : 2015.11.30


This paper analyzes the effect of the number of viewers and the number of running screens in the theater, genres of the movies and holdback period on the number of purchases movie VOD contents. In this paper, we deals with the 169 movies VOD consumption data which the digital cable TV subscribers purchased during the third quarter of 2013. As a result of the research, the average number of VOD purchases per each movie is 2,540. Regression analysis proves that the number of running screens and the holdback period are statistically playing a role of significance in movie VOD purchases. But the number of viewers in the theaters is not of significance. By genres, the result is shown as in this order: SF/fantasy 8,401 > dramas 4,011 > comedies 2,011 > action 1,789 > animation 1,138 > love story/melo 1,119 > horror/thriller 770 > erotic movies 636.


accumulated number of viewers;number of running screens;genres;holdback period;regression analysis


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