# Professor Paul Hardart is interviewed for a story on viewer brand awareness among streaming services

1 Faculty News September 19, 2019 ![Morning Consult logo 192 x 144](/sites/default/files/styles/246w/public/assets/images/Morning-Consult-logo%20192%20x%20144.png?itok=K3hSTr24)>

Excerpt from [Morning Consult](https://morningconsult.com/2019/09/19/in-tvs-content-war-netflixs-shows-capture-biggest-share-of-viewer-awareness/) -- "[Hardart](https://www.stern.nyu.edu/faculty/bio/paul-hardart) said this may be a competitive strategy to lure subscribers. As companies pursue recognizable intellectual property — citing Amazon Prime Video’s work developing a 'Lord of the Rings' television series as an example — the networks and streaming services are 'finding things that are brands themselves that will bring their people in to get the service,' he said."

[Read more](https://morningconsult.com/2019/09/19/in-tvs-content-war-netflixs-shows-capture-biggest-share-of-viewer-awareness/)