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Brace yourselves, pirates are coming! the effects of Game of Thrones leak on TV viewership
Journal of Cultural Economics ( IF 2.464 ) Pub Date : 2021-01-03 , DOI: 10.1007/s10824-020-09404-1
Wojciech Hardy

Pre-release leaks of cultural content incentivise consumers to look for unauthorised sources. I find that such events not only affect the leaked titles but also carry spillover effects for other titles with a shared audience, suggesting the existence of strong switching costs associated with the illegal sources. I use a unique dataset on a sample of TV shows aired around the time of a pre-release leak of a large audience TV show (Game of Thrones). The results of a difference-in-differences analysis indicate that the leaked show lost viewership for both the leaked episodes and those that followed. More importantly, the event seems to have affected other TV shows that may share an audience with the leaked show. Finally, my results for the shows with a shared audience are corroborated by evidence of an increase in web searches for online sources of their episodes. These findings suggest that one-time events incentivising piracy can carry effects beyond the period and initial focus.

中文翻译:

振作起来,海盗来了!权力的游戏泄漏对电视收视率的影响

文化内容的预发布泄漏会激励消费者寻找未经授权的来源。我发现此类事件不仅会影响泄露的游戏,还会对具有共享受众的其他游戏产生溢出效应,这表明存在与非法来源相关的强大转换成本。我在大量观众电视节目(权力的游戏)的预发布泄漏时间前后播出的电视节目样本中使用了一个独特的数据集。差异分析的结果表明,泄露的节目在泄露的剧集和后续剧集中都失去了收视率。更重要的是,该事件似乎影响了其他可能与泄露节目共享观众的电视节目。最后,我对具有共同观众的节目的结果得到了网络搜索量增加的证据的证实。这些发现表明,刺激盗版的一次性事件可以产生超出时期和最初关注点的影响。
更新日期:2021-01-03
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