ABSTRACT Over the years over-the-top (OTT) platforms such as Netflix and Hulu have attracted a lot of customers and caused serious disruptions in the media and advertising industry. This paper examines the underlying cause of such a disruption by using big data from one of the leading multi-system operators (MSO) in the US, which provides cable TV, phone and Internet services to multiple communities. More specifically, the dataset allows us to model the behaviour of 267,276 unique households, who collectively watched 270,718 unique programs and examine the effects of online video consumption, different genres, and use of additional cable services on cord shaving. The findings suggest the most important predictors of cord shaving are video on demand and time spent watching different genres, especially live sports and news. Finally, we discuss the practical implications of the research for content distributors, content providers, and advertisers.

中文翻译：

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了解大数据剃须的有线电视驱动器

摘要多年来，诸如Netflix和Hulu之类的OTT（OTT）平台已经吸引了很多客户，并在媒体和广告行业造成了严重破坏。本文通过使用来自美国领先的多系统运营商（MSO）的大数据来研究造成这种破坏的根本原因，该公司为多个社区提供有线电视，电话和Internet服务。更具体地说，该数据集使我们能够对267,276个独特家庭的行为进行建模，这些家庭共同观看了270,718个独特节目，并检查了在线视频消费，不同流派以及在电缆剃须方面使用其他电缆服务的影响。研究结果表明，拉线最重要的预测因素是视频点播和观看不同流派（尤其是现场体育赛事和新闻）所花费的时间。最后，