Relative advantages of online video platforms and television according to content, technology, and cost-related attributes

This study is designed to compare consumers' perceptions of television and online video platforms in terms of content, technology, and cost-related attributes. It also seeks to identify the specific attributes of online video platforms that contribute to the overall relative advantage of this new video alternative. Using a national mail survey of a random sample of U.S. Internet users, this study found that Internet users perceived online video platforms to be better than television in many technology and content-related attributes. The results also suggest that video content quality, interactivity, and storage capability of online video platforms contribute to improving the overall perception of the relative advantage.