‘First Glance’ TV Viewer Segments
In this age of quantum media, video viewing has moved beyond family televisions to more personal devices like tablets and smartphones. At the same time, broadcast is now but one of the many content sources available to viewers. With so many different combinations of devices and content sources now at one’s disposal, it becomes imperative for service providers and content creators to more deeply understand viewer preferences, and leverage that information to their benefit.
Continuing on the research done in 2012, this report identifies and describes the ‘First Glance’ preferences of adult broadband users (ABUs) that watch television, assessing sources including live broadcasts, DVR-recorded broadcasts, operator VOD, fee-based OTT, free online video, and DVD/Blu-ray discs. These segments are profiled in detail based on a variety of characteristics, including: demographics, consumer electronic (CE) use, online video behavior, and a wealth of other variables.
Six segments of TV viewers are discussed in this report. These viewer groups offer up very interesting consumer behaviors for which networks, operators, and advertisers can optimize highly personalized products and services that speak to modern consumers.