DOI: 10.1287/mksc.2023.0031 ISSN: 0732-2399
Frontiers: Pirating Foes or Creative Friends? Effects of User-Generated Condensed Clips on Demand for Streaming Services
Guangxin Yang, Yingjie Zhang, Hongju Liu- Marketing
- Business and International Management
The proactive removal of condensed clips from TikTok decreased demand for corresponding full-length originals by 3%, revealing their positive impact to TV industry.