Opportunity for Video-on-Demand Services – Collecting Consumer’s Neurophysiology Data for Recommendation Systems Improvement

Abstract

In the last few decades, the way that consumers watch video content has changed. Video-on-demand services usage has been raised, and this enables some new opportunity to improve video content recommendation systems of those services. New video-on-demand services usually use the Internet as a broadcast infrastructure so the Internet can be used for feedback sending. Feedback can be divided into two groups: based on conscious choices generated by the consumer or based on consumer’s neurophysiological data. In this paper, the second option is analyzed, and the focus is on gender differences. Participants have watched four movie trailers, and different neurophysiology data have been recorded while they have been watching the trailers. During that time, they have been rating trailers. Heart rate and galvanic skin response have been extracted and analyzed in different ways. A weak correlation between trailers scores and standard deviation of heart rate was detected. Still, on the other hand, a statistically significant difference in the numbers of detected skin conductance responses between the genders was measured from the sample. This knowledge could be implemented in the rating systems for further improvement. Also, the use of consumer’s neurophysiological data in the video-on-demand services rating systems should be further investigated.