What makes people watch live TV vs. on-demand? was a question that Thinkbox asked us in 2013.
Through ethnographic research followed by nationwide viewing diaries we developed a model which showed the motivations or need states that sit behind viewers’ TV choices – and how different types of content, and different platforms, meet different viewer needs.
The study offers a fascinating insight into what makes VOD different to live TV, and what separates social video from them both – helping us make sense of the potential role of new platforms and services as they release. It also shows that fundamentally, under 25s have very different viewer needs to older audiences which impacts the platforms they choose at this point in their lives (but that these needs and choices may change with lifestage). Moreover, at a show level it offers an early indication of the health of a show in terms of what needs it’s meeting vs. competitor shows.
Six years later, and having exported the model to 20 countries, the needs are just as relevant today in helping to understand the evolving TV & video landscape.