Music video platform Vevo has partnered with MAGNA and IPG Media Lab, to reveal significant findings around the nuances of multicultural audiences’ video viewing behaviour.
The Anatomy of a Video Experience: A Multicultural Study explores how audiences consume content across multiple devices and their motivations around viewing habits. Understanding these subtleties is key for advertisers and brands looking to reach receptive audiences and better inform their planning efforts.
The study found that all of the US audiences observed (Black, Asian, Hispanic and White), shared a love of co-viewing (watching video with someone other than yourself) on OTT devices compared to desktop, mobile, laptop and linear TV.
Longer viewing periods result from content that people find culturally relevant, specifically sports and music. On average, 37 per cent of highly culturally relevant content viewing sessions last for one hour or more. When it comes to ad receptivity in particular, viewing music content on OTT devices is key, with over 60 per cent of each group responding that they would be receptive to ads.
“Partnering with MAGNA and IPG Media Lab once again for this study is really valuable for our business,” says Bryon Schafer, SVP of Research, Vevo, “With recent findings showing that 79 per cent of Vevo’s CTV content is being co-viewed, it’s important for us to understand the nuances of audience behaviours in order to pass on these insights with our clients and partners. No screen is seeing a greater surge in Vevo viewership than the television, which has seen an increase of over 20 per cent since March of this year with 61 million viewers exclusively engaging on connected TV screens. Modeling user behavior against our content and go-to-market strategies keep us in tune with our global audiences. We’ve really enjoyed finding out exactly what makes viewers tune in – and stay tuned in to the content they watch.”
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