Anthony Palomba

Kalshi and Polymarket have surged in value and volume in the past year. A new Darden case, focusing on a media analytics firm’s gametime dilemma, asks students to wrestle with how accurate these prediction platforms are, and how companies should take them into account in determining their forecasts.

Netflix, Hulu, Disney+, and other streaming giants are pouring billions into high-profile series. But is a handful of megahits really enough to attract new subscribers while keeping existing audiences engaged? The answer, it turns out, is more complicated than the industry tends to assume.

A new case from UVA Darden professor Anthony Palomba explores why art matters for business, examining how creative expression shapes culture, strategy and value in the media and entertainment industries.

What if television studios could tell whether a TV show would hold its audience before it ever aired — just by analyzing the script? New research from Professor Anthony Palomba suggests that could be the case. Dialogue isn’t just entertainment; it’s data.

Darden Professor Anthony Palomba discusses how consumers perceive streaming services based on the companies’ original series, and how those series inform customer loyalty and the value viewers place on a brand associated with shows they find appealing.

The proliferation of AI has given rise to fear of job replacement across many industries, including entertainment. The WGA and SAG-AFTRA went on strike, including in their demands protection from the use of AI by studios. Is this a real or perceived threat, and what is the potential impact on the consumer experience?

Advertisements used to be an inevitable companion to entertainment. The industry thrives; the average American consumes about six hours of media a day. But as methods of media consumption change, the audience is not necessarily captive. So how do advertisers find creative ways to get their messages across and people still willing to receive them?

In the streaming service entertainment wars, how does competition for original content affect a brand? As they reconsider revenue sources, how can industry leaders and advertisers reckon with instability and build the right niche?

The streaming industry is changing. Netflix is adding ads … in ways you might not expect. Amazon Prime knows what TV shows you watch on Amazon Prime. They also know the brand of your toilet paper. Advertising + Consumers = Changing.

Media streaming services have irrevocably changed advertising, and ad-free and streaming services are forcing advertisers to throw old models out the window. What comes next?