13-H: the Consumption of Digital Live Content: How Live Streaming Enhances Interest in Uninteresting Content

Daniel He, Columbia University, USA
Jonathan Hurwitz, Columbia University, USA
Ran Kivetz, Columbia University, USA
We investigate the psychological benefits of viewing digitally live streamed content, particularly content normally considered uninteresting to watch. Using an online video platform, we propose and find that compared to prerecorded content, live streamed content increases consumers’ intention to join in on uninteresting activities because live experiences make mundane activities feel more social.
[ to cite ]:
Daniel He, Jonathan Hurwitz, and Ran Kivetz (2017) ,"13-H: the Consumption of Digital Live Content: How Live Streaming Enhances Interest in Uninteresting Content", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1033-1033.