Discovering Binge watching and Audience Engagement through Sentiment Analysis

Abstract

Indian audience have trusted and enjoyed television entertainment for the longest time until an alternate medium called Internet based Video on demand (VOD) emerged. The new digital medium let users handpick and watch/listen to video or audio content at a time of their choice. Binge-watching, meaning watching multiple episodes of the same TV series continuously constitutes this phenomenon. Little is known about the transition in the Indian viewer’s behaviour from scheduled broadcast viewership to marathon consumption of entertainment. This study explores how social platforms are deployed to reach and entice audience towards Netflix, Amazon Mx player etc. The study unfolds the audience sentiments towards OVD programming, its promotion and impact with the use of sentiment analysis. The methodology deployed for the study includes a preliminary analysis of secondary data comprising articles, research papers and cases followed by analysis of data collated via Twitter to articulate the viewers’ opinion. The results of the study reflect upon the rising interest in web content and growing fondness for web based video programming. The study is first of its kind in the Indian context and has key takeaways for practitioners in the VOD programming industry, marketing professionals and researchers working in this arena.