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Professor Karsten Theil Hansen
Professor of Marketing
UCSD Rady School of Management
University of California San Diego

ABSTRACT

In recent years, the emergence of smart technologies—including wearable devices like smartwatches, smartphones, smart scales, and e-bikes—has dramatically transformed how consumers interact with products. Embedded with sensors and tracking technology, these devices provide companies with unparalleled real-time insights into consumer engagement with their products. This shift enables a transition from solely analyzing purchase behaviors to understanding nuanced consumption patterns. Our research underscores the value of studying consumer engagement for businesses.

This paper presents our findings within the realm of streaming media consumption, drawing on a comprehensive dataset from a large panel of households. We introduce several metrics for quantifying media engagement and develop empirical models to identify distinct engagement segments. By training these models on an extensive dataset, we elucidate how engagement varies by show and viewer characteristics, offering predictions on future consumer behavior. Our work highlights the importance of analyzing consumption patterns, demonstrating their potential to inform content creation, marketing strategies, and enhance user experience.