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The Effect of Mobile Devices and Computers on Syndicated Television Content Daniel Patrick Scully

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The Effect of Mobile Devices and Computers on Syndicated Television Content A Thesis Submitted to the Faculty of Drexel University By Daniel Patrick Scully In partial fulfillment of the requirements for the degree of Masters of Science 2014 i © Copyright 2014 Daniel Patrick Scully. All Rights Reserved. ii Table of Contents LIST OF TABLES……………………………………………………………………………………………v LIST OF FIGURES…………………………………………………………………………………….........vi ABSTRACT……………………………………………………………………………………..................viii 1. INTRODUCTION………………………………………………………………………………................1 1.1 Statement of Problem…………………………………………………………….....................................1 1.2 Background…………………………………………………………………………………………...…..2 1.3 Purpose of the Study…………………………………………………………………………………...…6 1.4 Research Question………………………………………………………………………….…………….8 1.5 Significance to the Field……………………………………………………………….………………... 8 2. LITERATURE REVIEW………………………………………………………………………………...11 2.1 Television Networks and Syndication…………………………………………………………………..11 2.1.1 Programming Production and Broadcast Networks…………………………………………………..11 2.1.2. Cable Channels……………………………………………………………………………………….13 2.1.3 Ratings Data’s Importance in the Television industry………………………………………………..14 2.2 Home Technologies’ Impact on Television……………………………………………...……………...15 2.2.1 DVD…………………………………………………………………………………………………...15 2.2.2 DVR……………………………………………………………………………………………...........15 2.3 Alternate Syndication on Computers………………………………………………………....................17 2.3.1 The Adaptation of Web Video Series to Television…………………………………………………..20 2.3.2 The Business Model of Advertisement Supported Alternate Syndication……………………………21 2.3.3 Services That Provided Unlicensed Television Content……………………………………………...23 2.3.4 Viewership Numbers for Netflix……………………………………………………………………...24 2.4 Alternate Syndication on Mobile Devices…………………………………………………....................27 2.5 Summary………………………………………………………………………………………………...29 3. METHODOLOGY……………………………………………………………………………………….31 3.1 Introduction……………………………………………………………………………………………...31 3.2 Setting…………………………………………………………………………………………………...31 iii 3.2.1 Background on the Services Chosen for Analysis by the Researcher……………………………...…31 3.2.1.1 Netflix……………………………………………………………………………………………….32 3.2.1.2 iTunes……………………………………………………………………………………………….32 3.2.1.3 Google Play…………………………………………………………………………………………33 3.2.1.4 Hulu…………………………………………………………………………………………………33 3.2.1.5 Amazon Instant Video………………………………………………………………………………34 3.3 Measurement Instruments……………………………………………………………………………….34 3.3.1 Comparison of Alternate Devices and Traditional Television Top Programs………………………..34 3.3.2 Survey of Alternate Service Viewers…………………………………………………………………36 3.4 Procedure………………………………………………………………………………………………..36 3.4.1 Data Analysis………………………………………………………………………………………….37 4. RESULTS………………………………………………………………………………………………...39 4.1 The Data on the Most Popular Programs by Genre on the Top Streaming and Download Sites……….39 4.2 Results of Qualtrics Survey……………………………………………………………………………..43 4.2.1 Pre-Screening Questions and Subsequent Data on the Growing Use of Alternative Devices………..43 4.2.2 Popularity of Each Genre on Traditional Television Versus on the Computer Versus on a Mobile Device……………………………………………………………………………………………...44 4.2.3 How Likely Survey Participants are to Watch a Program Based on the Genre on a Computer……....46 4.2.4 How Likely Survey Participants are to Watch a Program Based on the Genre on a Mobile Device…46 4.2.5 Popularity of Each of the Five Services on a Computer………………………………………………47 4.2.6 Popularity on Mobile Devices of the Five Services Being Studied…………………………………...48 4.2.7 Other Video Services Used by Survey Participants…………………………………………………..49 4.2.8 What Genres of Content were Seen as Lacking on the Five Services………………………………...50 4.2.9 How Each Element of a Program Affects the Survey Participant’s Decision to Watch a Program…..52 4.2.10 How Additional Elements Influence What Programs People Watch………………………………..58 4.2.11 What Kept Viewers Watching a Program Week After Week?............................................................59 4.2.12 The Difference to the Viewer of Watching a Program on Each of the Three Formats………...……61 4.2.13 Demographics of the Participants……………………………………………………………………62 iv 5. CONCLUSION…………………………………………………………………………………………...67 5.1 The Increased Popularity of Children’s Programming and Science Fiction/Fantasy/Horror Programming in Alternate Syndication……………………………………………………………67 5.2 The Difference between how Views are accumulated On Alternate Devices versus on Traditional Television………………………………………………………………………………………….69 5.3 Viewing habits on Amazon Instant Video and Hulu based upon the Qualtrics Survey………………...70 5.4 Netflix’s Position as the Dominate Alternate Service for Watching Programming…………………….71 5.5 Analysis of iTunes’ Ranking in the Qualtrics Survey…………………………………………………..73 5.6 Survey Participant’s Satisfaction with the Programs Available on the Five Alternate Services………..74 5.7 Trends in the Popularity of Programs by Genre across Platforms………………………………………76 5.8 Customer Satisfaction with the Current Content available on Alternate Services…………………...…78 5.9 How much does the Quality of the Special Effects influence a Viewer’s Choice to watch a Program?..........................................................................................................................................79 5.10 Analysis of What Keeps a Viewer Watching a Program………………………………………………79 5.11 Conclusions Summary…………………………………………………………………………………81 REFERENCE LIST…………………………………………………………………………………………….83 APPENDIX A: SURVEY QUESTIONS…………………………………………………………………...93 APPENDIX B: TOP TELEVISION PROGRAMS ON EACH ALTERNATE SERVICE FOR JULY 25, 2013………………………………………………………………………………………………106 APPENDIX C: TOP 30 PRIMETIME PROGRAMS ON BOTH BROADCAST AND CABLE TELEVISION FOR JULY 25TH 2013…………………………………………………………..117 APPENDIX D: MOST WATCHED PROGRAMS OF 2012-2013 TV SEASON FOR BOTH NETWORK AND CABLE TELEVISION…………………………………………………………………….120 APPENDIX E: THE MOST POPULAR PROGRAMS ON AMAZON.COM INSTANT VIDEO ON JULY 25TH 2013………………………………………………………………………………………..122 APPENDIX F: HULU’S TOP 100 SHOWS OF ALL-TIME……………………………………………..127 v List of Tables 1. Table: 4.1. Popularity By Genre………………………………………………………………………….40 2. Table 4.2: Most Watched Shows of 2012-2013 Television Season on Traditional Television………….42 3. Table 4.3: Activities for which Mobile Device is Used………………………………………………….44 4. Table 4.4: Ranked Popularity of Each Service on the Computer………………………………………...48 5. Table 4.5: Ranked Popularity of each of the Five Services on a Mobile Device………………………...49 6. Table 4.6: Mean Values and Top Voted Rank Numbers for Each Element…………………………...…58 7. Table 4.7: Participants Geographical Region of the United States……………………………………....66 vi List of Figures 1. Figure 1.1: 21st Century Off-Network Distribution…………….…………………………………………6 2. Figure 3.1: Age Range of the 82 Survey Participants…………………………………………………...37 3. Figure 4.1: How Likely Survey Participants are to Watch a Program Based on the Genre on Television………………………………………………………………………………………….45 4. Figure 4.2: How Likely Survey Participants are to Watch a Program Based on the Genre on a Computer..........................................................................................................................................46 5. Figure 4.3: How Likely Survey Participants are to Watch a Program Based on the Genre on a Mobile Device……………………………………………………………………………………………...47 6. Figure 4.4: Ranked Popularity of Each Service on the Computer………………………………………..48 7. Figure 4.5: Ranked Popularity of each of the Five Services on a Mobile Device………………………..49 8. Figure 4.6: Percentage Average Value of Demand for More Content by Genre………………………...50 9. Figure 4.7: Are Survey Participants Able to Find All the Shows They Want to Watch on the Five Services……………………………………………………………………………………………52 10. Figure 4.8: The Number of Votes in Each Ranking for Each Element…………………………………53 11. Figure 4.9: How Likely is the Survey Participant to Watch a Program Solely due to the Genre…...….54 12. Figure 4:10: How Likely is the Survey Participant to Watch a Show Solely due to the Premise………54 13. Figure 4.11: How Likely is the Survey Participant to Watch a Show Solely due to the Cast..................55 14. Figure 4.12: How Likely is the Survey Participant to Watch a Show Solely due to the Show’s Availability on the Participant’s Favorite Online Video Service………………………………….56 15. Figure 4.13: How Likely is the Survey Participant to Watch a Show Solely due to the Special Effects……………………………………………………………………………………………...56 16. Figure 4.14: How Likely is the Survey Participant to Watch a Show Solely due to the Television Channel the Show is on…………………………………………………………………………....57 17. Figure 4.15: How Often do you Decide to Watch a Program because of the Program’s Setting?..........59 18. Figure 4:16: Participant Gender…………………………………………………………………………63 19. Figure 4:17: Participant Age…………………………………………………………………………….63 20. Figure 4:18: Participant Marital Status…………………………………………………………………64 21. Figure 4:19: Does the Participant Have Children……………………………………………………….64 22. Figure 4.20: Participant Household Income…………………………………………………………….65 23. Figure 4.21: Heat Map of Participants Geographical Region of the United States……………………..66 vii Abstract The Effect of Mobile Devices and Computers on Syndicated Television Content Daniel Patrick Scully From the 1950’s to the 21st century, television viewing has continued to evolve, utilizing the technology available.
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