The sofa net is well known, at present, the way that users watch TV is undergoing the major change. When new video services compete fiercely for more users, traditional TV service providers must think about how to deal with new video service providers and ensure their survival.
However, what kind of watching habits are being developed? How does an innovative TV view permanently change the user's view of broadcast content?
In this regard, in August 2015, Brightcove commissioned VansonBourne, a well-known market research firm, to conduct a comprehensive survey of the video consumption habits of 4,000 viewers in the UK, France, and Germany, including their preference and tolerance for advertising.
The key points of this survey report are as follows:
1. The audience remains loyal to traditional television;
2. Cross-platform services are a recent demand. Nearly two-fifths of users watch several screens at the same time.
3, users have to watch online video content throughout the day, including the morning;
4. The psychology of viewers viewing advertisements is very direct (especially when the advertisements can be exchanged for free content), and there is no special exclusion;
From the above research results, it can be seen that while broadcasting and television are facing competition, they also have the opportunity to do a good job in the flexibility of device browsing. At the same time, they must also improve the selection of multi-screen content, and the future development space is enormous!
In addition, the above investigation by Vanson Bourne found the following major results:
1, Europeans said they will not give up traditional television
In the investigation:
More than half of respondents (51%) stated that television is very important in life;
67% of respondents stated that they are loyal fans of TV programs;
Twenty-four percent of respondents said they have a high level of enthusiasm for television.
Although respondents stated that they would not abandon traditional television at the moment, technological innovation has been changing the form of expression:
1950-1960, are watching satellite TV and wireless TV! Today, users can get what they want through various channels (on-demand, etc.)!
Therefore, the traditional broadcast television still faces great challenges and needs continuous innovation to meet the needs of users!
2. The phenomenon of watching videos through multiple screens becomes more and more active
In this regard, the above investigation by Vanson Bourne also found:
Although three-quarters (75%) of respondents prefer to watch video content on their PCs, mobile phones (33%) and tablet computers (34%) are more commonly used.
Therefore, it is a cross-platform service that can meet the higher quality demands of users in the future, and the video content can be watched anytime anywhere.
In addition, the survey also found that European audiences use more than one screen to watch TV content up to 41%.
Therefore, this is also an opportunity for traditional broadcast television. It can do multi-screen services and seize the second screen.
3, watch the video content time distribution
In general, the main time period for watching video content is in the evening, accounting for 55%. Other time distributions were: daytime (24%), late night (15%), and early morning (6%).
In addition, cross-regional viewers watching television programs will have different presentation ratios at different times. This is mainly due to differences in gender. Therefore, broadcasting companies need to do corresponding research in content distribution.
4. Audience's Attitude to Advertising
In this regard, the above investigation by Vanson Bourne also found:
Of the respondents, 41% think that advertising is a behavior that nuisances people, and many of them think it necessary to turn off the advertisement (if the content is free, the advertisement is still acceptable).
However, some respondents have expressed interest in advertising, 39% of respondents hope that advertising will be short, 31% want to be able to advertise fast, and some respondents say that advertising should be more targeted.
Therefore, broadcasters must arrange advertisements and increase advertising revenue as much as possible on the premise of free content. At the same time, we must also compress the length of the advertisement itself and increase its relevance to the content itself.
However, what kind of watching habits are being developed? How does an innovative TV view permanently change the user's view of broadcast content?
In this regard, in August 2015, Brightcove commissioned VansonBourne, a well-known market research firm, to conduct a comprehensive survey of the video consumption habits of 4,000 viewers in the UK, France, and Germany, including their preference and tolerance for advertising.
The key points of this survey report are as follows:
1. The audience remains loyal to traditional television;
2. Cross-platform services are a recent demand. Nearly two-fifths of users watch several screens at the same time.
3, users have to watch online video content throughout the day, including the morning;
4. The psychology of viewers viewing advertisements is very direct (especially when the advertisements can be exchanged for free content), and there is no special exclusion;
From the above research results, it can be seen that while broadcasting and television are facing competition, they also have the opportunity to do a good job in the flexibility of device browsing. At the same time, they must also improve the selection of multi-screen content, and the future development space is enormous!
In addition, the above investigation by Vanson Bourne found the following major results:
1, Europeans said they will not give up traditional television
In the investigation:
More than half of respondents (51%) stated that television is very important in life;
67% of respondents stated that they are loyal fans of TV programs;
Twenty-four percent of respondents said they have a high level of enthusiasm for television.
Although respondents stated that they would not abandon traditional television at the moment, technological innovation has been changing the form of expression:
1950-1960, are watching satellite TV and wireless TV! Today, users can get what they want through various channels (on-demand, etc.)!
Therefore, the traditional broadcast television still faces great challenges and needs continuous innovation to meet the needs of users!
2. The phenomenon of watching videos through multiple screens becomes more and more active
In this regard, the above investigation by Vanson Bourne also found:
Although three-quarters (75%) of respondents prefer to watch video content on their PCs, mobile phones (33%) and tablet computers (34%) are more commonly used.
Therefore, it is a cross-platform service that can meet the higher quality demands of users in the future, and the video content can be watched anytime anywhere.
In addition, the survey also found that European audiences use more than one screen to watch TV content up to 41%.
Therefore, this is also an opportunity for traditional broadcast television. It can do multi-screen services and seize the second screen.
3, watch the video content time distribution
In general, the main time period for watching video content is in the evening, accounting for 55%. Other time distributions were: daytime (24%), late night (15%), and early morning (6%).
In addition, cross-regional viewers watching television programs will have different presentation ratios at different times. This is mainly due to differences in gender. Therefore, broadcasting companies need to do corresponding research in content distribution.
4. Audience's Attitude to Advertising
In this regard, the above investigation by Vanson Bourne also found:
Of the respondents, 41% think that advertising is a behavior that nuisances people, and many of them think it necessary to turn off the advertisement (if the content is free, the advertisement is still acceptable).
However, some respondents have expressed interest in advertising, 39% of respondents hope that advertising will be short, 31% want to be able to advertise fast, and some respondents say that advertising should be more targeted.
Therefore, broadcasters must arrange advertisements and increase advertising revenue as much as possible on the premise of free content. At the same time, we must also compress the length of the advertisement itself and increase its relevance to the content itself.
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