The video streaming industry has grown at a rapid speed during the past decade and has becomea trending topic in regard to technological advancements. Nowadays, there are manycompetitors in the market, and it is getting harder to stand out from the competition. Furthermore, the customers are demanding more in their choice of video streaming servicesand are expecting several features and functions in order to retain the service. Electronic Customer Relationship Management (eCRM) is a tool that has been used by providers of videostreaming services in order to improve long-term customer relationships. eCRM has beenresearched before as well as implemented by many companies. However, there are stillresearch gaps in relation to a potential impact that eCRM features have on customer loyalty, aswell as a managerial need to investigate these issues further. The purpose of this thesis is to develop deeper knowledge about how pre-, at- and postpurchase features of eCRM affect the customer loyalty in the video streaming industry. Thecontext of the study was the video streaming industry as it has increased majorly in popularityover the past years and there are many features to consider in the purchasing process. Therefore,we developed a conceptual model that was based on prior research to investigate the influenceof specific features on customer loyalty. The empirical data collection was conductedconsidering the conceptual model. This study was conducted by using a qualitative methodwith semi structured interviews, the respondents consisted of active users of a streaming serviceat the age between 18 to 34 years old. By analyzing the empirical data, we could determinefeatures of eCRM that affected and did not affect customer loyalty in our study. The findings showed that all the steps of the purchase process had features that affectedcustomer loyalty. The features of pre-purchase that we found relevant to customer loyalty inour study were captivating customers, which refers to the ability to attract customers' attention. The features of captivating customers are marketing, popularity, and recommendations, andout of these features, it was popularity and recommendation that we found affecting thecustomers loyalty. The features of the second step in the purchase process, at-purchase, that wefound affecting customer loyalty in our study were assortment, price, and convenience. Assortment refers to the content and supply of the service while the price refers to how muchthe service cost. Convenience is divided into four parts, the number of profiles, active users,devices that can use the service and the ability to stream offline, all these features exceptstreaming offline were found to have an effect on customer loyalty. Post-purchase refers to astage after the purchase has been made and, in our study, we found that the feature of clientcommunication has an effect on customer loyalty. Client communication is the communicationthat accrue between company and customer.

La llegada de la era digital ha provocado grandes cambios en los medios de comunicación como el surgimiento de las narrativas transmedia, una forma de contar historias a través de múltiples plataformas donde se requiere la participación activa del usuario. El presente artículo analiza la experiencia transmedia de la serie Stranger Things (2016) y el impacto que tiene en los consumidores al ser un producto original de una plataforma streaming: Netflix. Es un estudio de carácter cualitativo y está basada en las entrevistas y encuestas a comunidades de consumidores de la serie, así como el análisis audiovisual de cada una de las extensiones de la serie. Los resultados demuestran que el factor nostalgia usado en la serie es fundamental para el éxito de la serie y para el surgimiento de la narrativa transmedia dentro de este. Además, la narrativa transmedia permite una interacción más cercana de la audiencia con la serie, así como la fidelización hacia estas extensiones transmediáticas y en consecuencia, la creación de distintas comunidades virtuales en donde los usuarios comparten y crean más contenido a partir de sus propias ideas. / The arrival of the digital era has brought about major changes in the media, such as the emergence of transmedia narratives, a way of telling stories through multiple platforms where active user participation is required. This article analyzes the transmedia experience of the Stranger Things series (2016) and the impact it has on consumers as an original product of a streaming platform: Netflix. The methodology used is qualitative in nature and is based on interviews and surveys of fans of the series, as well as individual analysis of each of the series' extensions. The results demonstrate that the nostalgia factor used in the series is fundamental for the success of the series and for the emergence of the transmedia narrative within it. In addition, the transmedia narrative allows a closer interaction of the audience with the series, as well as loyalty to these transmedia extensions and, consequently, the creation of different virtual communities where users share and create more content based on their own ideas. / Trabajo de investigación

Netflix and other streaming services have grown immensely since they started offering online streaming. In this paper I present a correlation matrix using ticket sales at the domestic box office and the number of Netflix subscribers. They are shown to be negatively correlated with one another, supporting many previous researchers’ thoughts on the topic. I also show using two OLS regressions with data from movies released in 2006-2007 and 2017-2018 that being a part of a franchise has a stronger correlation with increased revenue in the latter model compared to the previous one. In the models one can also see that the general quality of a movie, as measured by IMDb rating, is associated with a higher increase in revenue in the latter model. I argue that this is due to consumers being inclined to watch what they perceive to be high-quality movies in the theaters in the latter model as they can conveniently watch movies of a poorer quality on their streaming service, an option that was not available to the same extent previously. I also argue that consumers are more willing to commit to going to the cinema for a franchise movie, especially in the Marvel cinematic universe, as they are often effects driven movies which are better experienced on a large screen. The budget variable is significant in both models, but the coefficient is much smaller in the second model. I argue that this is due to the fact that a higher budget is required for movies released in 2017-2018 to maintain the same level of revenue as in 2006 and 2007 due to the competition that have come from streaming services. However, I conclude that more research is necessary before drawing definite conclusions as the market for cinema is highly uncertain and difficult to estimate accurately.

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For generations, the technological development of the media has changed human behavior, both for the better and for the worse. From having to buy everything in a store to being able to shop through a live-stream. The problem, however, is that there is a lack of research that has touched on this in the Nordic countries. Especially studies that have touched it in a media archeological aspect. In this thesis, I have analyzed liveshopping as a medium by comparing it with TV-shop. This has been done with the help of media archeology/-ecology as a theoretical and methodological framework. Furthermore, the theory has supplemented with the help of remediation and affordance. Together, they form a theory package that complements each other in the thesis' purpose of examining the medium's properties and design, its environment and how it contributes to the individual's behavior. The analysis of the media has been complemented by the multimodal tools. The material consists of seven broadcasts from TVG (TV-shop) and liveshopping-streams from Lyko, Samsung, MQ MARQET and Lensway The result indicates a change in consumer behavior. During the TV-shop we had a behavior of not shopping from home. Which is proven in the media's attempt to attract viewers with cheap prices on the products. In today's liveshopping, reduced prices are not as common. Due to the fact that the audience actively went into the live-stream, it indicates that they do not necessarily watch the broadcast to be able to buy products at cheaper prices. The technological changes of the media have made possible changes in society through our way of consuming and interacting with the content from companies.

Video streaming on the Internet is increasingly using Dynamic Adaptive Streaming over HTTP (DASH), in which the video is converted into various quality levels and divided into two-second segments. A client can then adjust its video quality over time by choosing to download the appropriate quality level for a given segment using standard HTTP. Scalable Video Coding (SVC) is a promising enhancement to the DASH protocol. With SVC, segments are divided into subset bitstream blocks. At playback, blocks received for a given segment are combined to additively increase the current quality. Unlike traditional DASH, which downloads segments serially, this encoding creates a large space of possible ways to download a video; for example, if given a variable download rate, when should the client try to maximize the current segment's video quality, and when should it instead play it safe and ensure a minimum level of quality for future segments? In this work, we examine the impact of SVC on the client's quality selection policy, with the goal of maximizing a performance metric quantifying user satisfaction. We use acombination of analysis, dynamic programming, and simulation to show that, in many cases, a client should use a diagonal quality selection policy, balancing both of the aforementioned concerns, and that the slope of the best policy flattens out as the variation in download rateincreases.

[ES] La distribución de contenidos multimedia, tanto a través de Internet como de redes gestionadas dedicadas exclusivamente a este fin, está teniendo una mayor cuota del tráfico total y crece cada día, especialmente el servicio de vídeo streaming. Por ello, ha surgido el interés de investigar para mantener y mejorar la Calidad de Servicio (QoS) en redes de acceso y backbone, y ofrecer Calidad de Experiencia (QoE) a los usuarios finales; mediante el ajuste de parámetros, configuraciones, protocolos y algoritmos a los requerimientos de la red en cuanto a la alta demanda de tráfico de vídeo. Lo anterior aprovechando al máximo los recursos de la red, tanto en el núcleo y las redes de acceso, como el ancho de banda y la capacidad total instalada, y al mismo tiempo, proponiendo alternativas de transporte eficientes para el tráfico de vídeo agregado sin incrementar los costos de los servicios; y alternativas para reducir los costos operativos y gastos de mantenimiento de manera eficiente, como por ejemplo la reducción del consumo de energía. En primer lugar, esta tesis aborda el estudio de propuestas de conmutación óptica en redes troncales y la distribución de contenidos multimedia, particularmente la propuesta de Red de Conmutación Óptica de Ráfagas (OBS) desde el punto de vista de la Ingeniería Telemática. Por lo tanto, se estudia la arquitectura, protocolos y algoritmos de estas redes para hacer aportes a la evaluación del tráfico de vídeo y alternativas para ofrecer QoS y QoE para el tráfico multimedia. En este sentido, este trabajo contribuye con propuestas para la evaluación de la calidad mediante simulación utilizando trazas de transmisiones de vídeo reales, y propuestas de algoritmos de scheduling y ensamblaje de ráfagas ópticas para ofrecer QoS y QoE al tráfico de vídeo en las redes OBS. En segundo lugar, se estudian los patrones de tráfico de vídeo a nivel de aplicación y de red para caracterizarlos y realizar estudios de eficiencia energética y ahorro de consumo energético en las tarjetas de red utilizadas por servidores de vídeo en streaming y clientes que implementan el estándar IEEE 802.3az Energy Efficient Ethernet (EEE), tanto en redes gestionadas, como IPTV que implementa transmisión de vídeo RTP, como en redes no gestionadas, como Internet, que implementa el estándar Dynamic Adaptive Streaming over HTTP (DASH) para servicios Over The Top (OTT). Para alcanzar este objetivo, se implementan testbeds y se llevan a cabo experimentos para concluir cómo el tráfico de vídeo podría beneficiarse de la eficiencia energética y lograr una reducción a gran escala en el consumo de energía si el estándar EEE se implementa a nivel mundial en las tarjetas Ethernet de los dispositivos involucrados en la distribución de vídeo. El tema integrador que se aborda en esta tesis es la distribución de vídeo digital. Por lo tanto, este trabajo también presenta un estudio sobre la codificación y adaptación de transmisión de vídeo en redes IP, presentando aspectos relacionados con la evaluación de la calidad de vídeo y la evaluación de la calidad de transmisión de la red. Por ello, se proponen e implementan metodologías y bancos de pruebas que involucran la programación y ejecución de simuladores, scripts, algoritmos, software y, en general, frameworks para realizar estudios de transmisiones de vídeo en redes de telecomunicaciones, cubriendo el amplio espectro de las Comunicaciones Multimedia. Este estudio podría ser de utilidad para emprender otros estudios necesarios ante la rápida evolución tanto de la demanda de servicios multimedia como de las propuestas de nuevas técnicas de distribución de contenidos. / [CAT] La distribució de continguts multimèdia, a través d'Internet i a través de xarxes gestionades dedicades exclusivament a aquesta finalitat, està tenint una part més gran del trànsit total i augmenta cada dia, especialment el servei de streaming de vídeo. Per tant, ha sorgit l'interés de la recerca per mantenir i millorar la Qualitat de Servei (QoS) en les xarxes d'accés i troncals, i per oferir Qualitat d'Experiència (QoE) als usuaris finals, ajustant paràmetres, configuracions, protocols i algoritmes als requeriments de la xarxa pel que fa a l'alta demanda de trànsit de vídeo. Aquest últim, aprofitant al màxim els recursos de xarxa al nucli i a les xarxes d'accés, com ara l'amplada de banda i la capacitat instal·lada total, i alhora, proposant alternatives de transport eficients per al trànsit agregat de vídeo sense augmentar els costos dels serveis i alternatives per reduir les despeses operatives i de manteniment d'una manera eficient, com ara reduir el consum d'energia. En primer lloc, aquesta tesi tracta l'estudi de les propostes de commutació òptica en xarxes troncals pel que fa a la distribució de continguts multimèdia, especialment l'estudi de la proposta de xarxes de commutació de ràfegues òptiques (OBS) des del punt de vista de l'Enginyeria Telemàtica. Per tant, s'estudia l'arquitectura, els protocols i els algoritmes d'aquestes xarxes per fer contribucions a l'avaluació del trànsit de vídeo i alternatives per oferir QoS i QoE per al trànsit multimèdia. En aquest sentit, aquest treball contribueix amb propostes per a l'avaluació de la qualitat mitjançant la simulació utilitzant traces de transmissions de vídeo reals, i propostes d'algoritmes de programació i muntatge de ràfegues òptiques per oferir QoS i QoE al trànsit de vídeo a les xarxes OBS. En segon lloc, s'estudien els patrons de trànsit de vídeo a nivell d'aplicació i xarxa per caracteritzar-los i realitzar estudis sobre eficiència energètica i estalvi energètic en les targetes de xarxa utilitzades pels servidors i clients de vídeo en streaming que implementen l'IEEE 802.3az Energy Efficient Ethernet (EEE) estàndard, tant en xarxes gestionades com IPTV, que implementa la transmissió de vídeo RTP, com en xarxes no gestionades com Internet, que implementa l'estàndard Dynamic Adaptive Streaming sobre HTTP (DASH) per als serveis Over The Top (OTT). Per assolir aquest objectiu, s'implementen bancs de proves i es realitzen experiments per concloure com el trànsit de vídeo podria beneficiar l'eficiència energètica i aconseguir una reducció a gran escala del consum d'energia si s'implementa l'estàndard EEE a les targetes Ethernet dels dispositius implicats en la distribución de vídeo. El tema integrador que s'aborda en aquesta tesi és la distribució de vídeo digital, per tant, aquest treball també presenta un estudi sobre la codificació i adaptació de la transmissió de vídeo a les xarxes IP, presentant aspectes relacionats amb l'avaluació de la qualitat del vídeo i l'avaluació de la qualitat de la transmissió de la xarxa. Per això, es proposen i s'implementen metodologies i bancs de proves que impliquen la programació i execució de simuladors, scripts, algoritmes, programari i, en general, frameworks per a la realització d'estudis de transmissions de vídeo en xarxes de telecomunicacions, abastant l'ampli espectre de les Comunicacions Multimèdia. Aquest estudi podria ser útil per emprendre altres estudis necessaris en la ràpida evolució tant de la demanda de serveis multimèdia com de les noves propostes de tècniques de distribució de continguts. / [EN] Multimedia content distribution, both over the Internet and over managed networks dedicated exclusively for this purpose, is having a greater share of total traffic and it is raising every day, especially the video streaming service. Therefore, research interest has arisen to maintain and improve the Quality of Service (QoS) in access and backbone networks, and to offer Quality of Experience (QoE) to end users, by adjusting parameters, configurations, protocols and algorithms to the network requirements regarding the video traffic high demand. The latter is carried out taking full advantage of the network resources at core and access networks such as bandwidth and total installed capacity, and at the same time, proposing efficient transportation alternatives for the aggregated video traffic without increasing services costs and alternatives to reduce operational and maintenance expenditures in an efficient manner, such as reducing the energy consumption. In the first place, this thesis deals with the study of optical switching proposals in backbone networks regarding multimedia content distribution, particularly studying the Optical Bursts Switching (OBS) Networks proposal from the Telematics Engineering point of view. Therefore, architecture, protocols and algorithms of these networks are studied to make contributions to the video traffic evaluation and alternatives to offer QoS and QoE for multimedia traffic. In this sense, this work contributes with proposals for the evaluation of quality through simulation using traces of real video transmissions, and optical burst assembly and scheduling algorithms proposals to offer QoS and QoE to video traffic in the OBS networks. Secondly, video traffic patterns at the application and network level are studied to characterize them and carry out studies on energy efficiency and energy consumption savings in the network cards used by streaming video servers and clients that implement the IEEE 802.3az Energy Efficient Ethernet (EEE) standard, both in managed networks, such as IPTV that implements RTP video streaming, and unmanaged networks, such as Internet which implements Dynamic Adaptive Streaming over HTTP (DASH) standard for Over The Top (OTT) services. To reach this goal, testbeds are implemented, and experiments are carried out to conclude how video traffic could benefit from the energy efficiency and achieve a large-scale reduction in energy consumption if the EEE standard is implemented word wide in the Ethernet cards of devices involved in video distribution. The integrating subject that is addressed in this thesis is the distribution of digital video. Therefore, this work also presents a study on the IP networks video transmission encoding and adaptation, presenting aspects regard the video quality evaluation and the network transmission quality assessment. Therefore, methodologies and testbeds are proposed and implemented that involves programming and execution of simulators, scripts, algorithms, software and, in general, frameworks to carry out studies for video transmissions in telecommunications networks, covering the broad spectrum of Multimedia Communications. This study could be useful to undertake other necessary studies in the rapid evolution of both, multimedia services demand and new content distribution techniques proposals. / Vargas Hernández, TR. (2023). A Contribution to Video Streaming Quality and Energy Efficiency in Optical and Ethernet Networks [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/192760

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Providers of online services have witnessed a rapid growth of their user base in the last few years. The phenomenon has attracted an increasing number of competitors determined on obtaining their own share of the market. In this context, the cost of attracting new customers has increased significantly, raising the importance of retaining existing clients. Therefore, it has become progressively more important for the companies to improve user experience and ensure they keep a larger share of their users active in consuming their product. Companies are thus compelled to build tools that can identify what prompts customers to stay and also identify the users intent on abandoning the service. The focus of this thesis is to address the problem of predicting user abandonment, also known as "churn", and also detecting motives for user retention on data provided by an online streaming service. Classical models like logistic regression and random forests have been used to predict the churn probability of a customer with a fair amount of precision in the past, commonly by aggregating all known information about a user over a time period into a unique data point. On the other hand, recurrent neural networks, especially the long short-term memory (LSTM) variant, have shown impressive results for other domains like speech recognition and video classification, where the data is treated as a sequence instead. This thesis investigates how LSTM models perform for the task of predicting churn compared to standard nonsequential baseline methods when applied to user behavior data of a music streaming service. It was also explored how different aspects of the data, like the distribution between the churning and retaining classes, the size of user event history and feature representation influences the performance of predictive models. The obtained results show that LSTMs has a comparable performance to random forest for churn detection, while being significantly better than logistic regression.  Additionally, a framework for creating a dataset suitable for training predictive models is provided, which can be further explored as to analyze user behavior and to create retention actions that minimize customer abandonment. / Leverantörer av onlinetjänster har bevittnat en snabb användartillväxt under de senaste åren. Denna trend har lockat ett ökande antal konkurrenter som vill ta del av denna växande marknad. Detta har resulterat i att kostnaden för att locka nya kunder ökat avsevärt, vilket även ökat vikten av att behålla befintliga kunder. Det har därför gradvis blivit viktigare för företag att förbättra användarupplevelsen och se till att de behåller en större andel avanvändarna aktiva. Företag har därför ett starkt intresse avatt bygga verktyg som kan identifiera vad som driver kunder att stanna eller vad som får dem lämna. Detta arbete fokuserar därför på hur man kan prediktera att en användare är på väg att överge en tjänst, så kallad “churn”, samt identifiera vad som driver detta baserat på data från en onlinetjänst.   Klassiska modeller som logistisk regression och random forests har tidigare använts på aggregerad användarinformation över en given tidsperiod för att med relativt god precision prediktera sannolikheten för att en användare kommer överge produkten.  Under de senaste åren har dock sekventiella neurala nätverk (särskilt LSTM-varianten Long Short Term Memory), där data istället behandlas som sekvenser, visat imponerande resultat för andra domäner såsom taligenkänning och videoklassificering. Detta arbete undersöker hur väl LSTM-modeller kan användas för att prediktera churn jämfört med traditionella icke-sekventiella metoder när de tillämpas på data över användarbeteende från en musikstreamingtjänst. Arbetet undersöker även  hur olika aspekter av data påverkar prestandan av modellerna inklusive distributionen mellan gruppen av användare som överger produkten mot de som stannar, längden av användarhändelseshistorik och olika val av användarfunktioner för modeller och användardatan. De erhållna resultaten visar att LSTM har en jämförbar prestanda med random forest för prediktering av användarchurn  samt är signifikant bättre än logistisk regression. LSTMs visar sig således vara ett lämpligt val för att förutsäga churn på användarnivå. Utöver dessa resultat utvecklades även ett ramverk  för att skapa dataset som är lämpliga för träning av prediktiva modeller, vilket kan utforskas ytterligare för att analysera användarbeteende och för att skapa förbättrade åtgärder för att behålla användare och minimera antalet kunder som överger tjänsten.

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