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EMAC 2021 Regional Conference

Analyzing drivers of digital home video success

Published: September 22, 2021


Nicolas Weber, University of Leipzig; Andre Marchand, Leipzig University; Reinhard Kunz, University of Cologne, Faculty of Management, Economics and Social Sciences, Media and Technology Management


movie success; video on demand; digital purchase decision


The home video market gives consumers a wide choice of digital channels, but research into movie success has focused only on cinemas and DVDs. With a sample of 1,402 movies released between 2013 and 2019, this study defines success drivers in the fragmented market, where digital and physical versions are simultaneously available. Here, a successful theatrical release increasingly affects video-on-demand (VoD) sales. Among higher budget movies, box office exerts a weaker impact on VoD success, and this impact is not affected by release windows. VoD success is sensitive to release timing and aligns better with amateur than with expert ratings.