Viewing video online is a mainstream activity
Across the research sample, it was evident that online video viewers are thoroughly mainstream with no evidence of users
being overly 'techie' or interested in very niche interests.
The PC has become the 2nd TV set
Whether it's because the living room TV is being hogged by a partner or
child or a favourite show has been missed, the PC is taking over as the
'second TV' in the home.
For a number of male respondents, retiring to watch online video in the study was tantamount to escaping to their 'virtual shed' where they could indulge their personal interests away from the bustle of family life.
'Keep my daughter occupied with the TV so I can get some peace and quiet on the computer!'
Female, early 20s
'If I can't watch what I want to watch, I'll watch it on my PC upstairs'
Male, early 30s
For a number of male respondents, retiring to watch online video in the study was tantamount to escaping to their 'virtual shed' where they could indulge their personal interests away from the bustle of family life.
'Keep my daughter occupied with the TV so I can get some peace and quiet on the computer!'
Female, early 20s
'If I can't watch what I want to watch, I'll watch it on my PC upstairs'
Male, early 30s
There's more to Internet TV than comedy snippets and catch up
Snippets are short, quick to watch and whilst focused on the screen, users are often also multi-tasking - talking on an internet phone or emailing links to friends for example.
We observed that Boutique is really about task-based viewing where content is instructional or helps with information gathering around keen interests. People who are in this mode have high attention levels because of their interest in the subject matter.
Catch-up online is longer in duration as it corresponds with broadcast programme lengths and tends to be viewed in a more relaxed mode. This activity is really where the computer literally takes on the role of the second TV.
Online video delivers high engagement - at best an 'Apex of
Attention' is achieved
The research revealed an 'Apex of Attention' with Boutique viewing where
the focused, task-driven mindset lends itself to unusually high
receptiveness and propensity to interact with video advertising when it
is relevant to the video content.
Advertising occupies a new space between online display and the traditional TV spot. Compared to broadcast TV, online video offers very high levels of attention and engagement, but responses to advertising differ depending on the category of content.
Overall, at its best, advertising is relevant and elicits an engaged response. At worst it is seen as intrusive and out of place. Attitudes to advertising around amateur content were particularly ambivalent. With Catch-up viewing the commercial contract works more like traditional TV. When ad content is short it is generally accepted because of its familiar placing. Success is all about relevance and seamlessness.
'I don't mind when they know the kind of thing that you want to view, so if it's something that's personalised in terms of looking at what you're doing'
Male, early 30s
Advertising occupies a new space between online display and the traditional TV spot. Compared to broadcast TV, online video offers very high levels of attention and engagement, but responses to advertising differ depending on the category of content.
Overall, at its best, advertising is relevant and elicits an engaged response. At worst it is seen as intrusive and out of place. Attitudes to advertising around amateur content were particularly ambivalent. With Catch-up viewing the commercial contract works more like traditional TV. When ad content is short it is generally accepted because of its familiar placing. Success is all about relevance and seamlessness.
'I don't mind when they know the kind of thing that you want to view, so if it's something that's personalised in terms of looking at what you're doing'
Male, early 30s
The Content Continuum
| Snippets | Boutique | Catch-up |
|---|---|---|
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