How shot-level video structure shapes viewer response: evidence from kickstarter

Abstract

Abstract We examine how shot-level structure in crowdfunding videos is associated with viewer response measured as the log of funds raised. Guided by event segmentation theory, we focus on two boundary-based properties. The shot transition rate reflects boundary frequency relative to video duration, and the inter-shot visual contrast captures the degree of visual dissimilarity between adjacent shots. Using a modern boundary detector, we segment 5,297 Kickstarter videos and construct project-level variables from native frames. Nonlinear OLS models with audio features, textual richness, creator and campaign characteristics, and fixed effects show a robust inverted U-shaped association for shot transition rate and more qualified evidence of a similar pattern for inter-shot visual contrast. Most campaigns lie below the estimated turning points, indicating that higher pacing and visual contrast are generally associated with stronger outcomes within the commonly observed range. The curvature of shot transition rate is steeper in longer videos. The study provides a scalable and interpretable approach to quantifying internal video structure and highlights its relevance for crowdfunding performance in electronic markets.