Analyzing the causal impact of streaming service usage on IPTV viewing
Dahai Jung, Yongho Yoon, Kwonsang Lee · Korean Journal of Applied Statistics · 2024
In modern society, the rapid growth of streaming services has significantly changed the way people consume television.This study aims to analyze the causal impact of streaming service usage on IPTV viewing.To achieve this, we compared users who use streaming services with those who do not while controlling for many possible confounders.We employed causal inference matching methods, focusing particularly on several matching techniques to compare groups with similar characteristics.Additionally, we used regression methods using matching-driven weights to assess the statistical significance of the causal effect.The results indicate that streaming service usage has a significant impact on how IPTV is consumed.These findings provide important insights for content providers, broadcasters, and advertisers to understand viewer behavior patterns and make strategic decisions accordingly.This study offers new insights into the relationship between streaming services and traditional TV viewing and can serve as a foundation for future related research.