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We examined factors that predict the performance of online video clips excerpted from a TV show, with a focus on information derived from online data that reflect audiences’ interests and attitudes toward the show. We also considered TV ratings across various age groups, as the consumption behavior of online video clips might vary according to age. Using a set of regression analyses, we analyzed data on 415 episodes of 29 TV dramas aired between January and December 2018 in South Korea. The results revealed that, in general, among the predictors measured with online data, those that reflected the degree of audience interest in an episode of a TV show had a positive and statistically significant association with the performance of online video clips; however, the predictors that might reflect audience attitudes toward the episode did not play a significant role in the explanation of the dependent variables. Additionally, in terms of TV ratings across different age groups, only teenagers had a statistically significant association with the dependent variables.
