Identifying and Clustering Users of VOD Platforms Using SNA Technique: A case study of Cinemamarket

The accurate awareness of the users as the most vital need for media has always been a concern for communication researchers. Given the emergence of new media, traditional techniques no longer have the ability to meet this need, and the use of modern methods is essential in understanding users' behavior. This research used the Social Network Analysis (SNA) technique to investigate the user's behavior of VOD platforms. In this research, the site of Cinemamarket selected as the sample, and a dataset of its user’s purchases formed. Using Gephi software, the dataset visualized and the members clustered based on logical algorithms. By analyzing three detected communities, two different strategies were founded for the development of the users of this platform. Based on these strategies, platform managers can adapt their media policies to load new content on the platform and offer targeted content; as a result, they can meet their user's needs.