Do Online Video Platforms Cannibalize Television? How Viewers are Moving from Old Screens to New Ones

Jiyoung Cha

George Mason University

Management slant

  • This study investigated whether and how online video platforms displace television with respect to time investment and viewership.
  • This study revealed that the existence of the time displacement effect depends on: 1) what type of online video venues consumers use; 2) how much video content overlaps between online video platforms and television in general; and 3) what type of video content consumers watch online.
  • The time spent using the Internet to watch user-generated videos and on video sharing sites reduced the time spent watching television as a consequence.