This quarter’s index report focuses on the mobile video segment. Mobile phone and tablet consumption is compared to desktop and connected TV platforms.
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Tags containing: "video"
Research Reveals that Women Want Inspiring, Authentic and Useful Videos — From Media and Marketers
Women seek out and value lifestyle videos for two main reasons—to be entertained and to be inspired— according to new research undertaken by Scripps Networks Interactive’s ulive video network and POPSUGAR (conducted by conducted by Ipsos OTX.) Among the key findings of the study, which focused on U.S. women ages 18-49, was that a large majority of women prefer to view lifestyle video that entertains them (74%),helps them learn (71%), and inspires them to try something new (60%).
Underscoring the value of such research, Lisa Choi Owens, chief operating officer of ulive said, “Understanding what our audience emotionally connects to helps us know what to create for them and how and where to program that content to maximize relevance.” And, not surprisingly, the research revealed that women have clearly defined views of what they’d like to see in the lifestyle video they consume. The study shows that 49% of women want to see more videos that provide “how-to instructions” on how to accomplish the task, cook the meal, get the look or learn the exercise. Women also want more personalization, including content that is based on their interests (46%), that is short and of high quality (30%).
“We’re learning how our current audience segments feel about our existing content categories, as well as the new ones we’re expanding into,” said Choi Owens. “That emotional connection is even further deepened by the quality and authenticity of our content.”
Authenticity is, in fact, among the qualities that female video consumers specifically value. Women strongly prefer high-quality video that is authentic, concise and positive in tone. Significantly, the most avid lifestyle video consumers seek video content that is fun to watch (59%), authentic and real (48%), and features hosts that are passionate about the topic (38%).
Rob McLoughlin, vice president of POPSUGAR Insights found respondents’ desire for positive content among the most interesting findings of the research. “With the large amount of negative and salacious commentary found on the web, women increasingly seek funny, profound and inspirational videos that are compelling and entertaining,” said McLoughlin.
The good news for media and other brands alike is that women are open to hearing from brands and take action when relevant brands are appropriately presented in their favorite lifestyle video content. In fact, 54% of women watch lifestyle videos to learn more about products and brands, and 50% of avid lifestyle video consumers (women who stream 240+ minutes of lifestyle content a month) have visited a site or brick and mortar store to purchase the product they saw advertised in a lifestyle video.
Discovery Digital Networks Growth Fueled by Staff Superfans
Discovery Digital Networks is feeling the love from its audience more than ever. The web-native portfolio, which is made up of four original video networks – Revision3, TestTube, Animalist and the DeFranco Network – has increased views and audience 400% since Revision3 joined the Discovery Communications family in May 2012. An increased focus on video has been a key factor in the growth. Today, fans across these four digital networks are consuming, on average, 160 million video views each month and, in social circles, the communities are stronger than ever – with 35 million followers and 14 million Facebook fans.
Discovery’s digital-native portfolio has driven its growth the ‘Discovery way,’ with highly curated, premium content. Content that Discovery owns. Great storytelling is at the heart of the programming, led by show hosts who are as authentic as the content itself. It’s the relationship between the show host and each community that drives engagement.
In fact, according to the latest Discovery Digital Networks’ Audience Survey, the most compelling driver of views and social interaction is the fact that Discovery hosts are, themselves “superfans of their brands, the network and its content,” according to Suzanne McDonnell, SVP of Sales Strategy & Client Solutions at Discovery Communications.
According to Discovery’s research, the authenticity of its hosts is at the core of why its content resonates with fans and advertisers alike. As McDonnell puts it, “our hosts are experts not actors. They are born of the communities that they represent.” This affinity between the shows’ fans and the equally engaged hosts has inspired the programming.
Comments from survey respondents made this sentiment clear: “The Rev3Games team comes across as honest professional[s] that actually play and enjoy games…You are critics, yes, but you also have a love for gaming.” Of Hak5, a respondent said “I think it is the personalities that make it top notch. They really seem to be enjoying themselves.” And one DNews viewer said “I feel just like I’m listening to a friend talk.”
Discovery Digital Networks found that 97% of viewers are very/somewhat satisfied with the host’s personality and 92% with the host’s expertise. This fact, says McDonnell, keeps the network focused on “a hosted-show model around which we build passionate communities.”
The power of highly curated, premium programing, led by authentic hosts, extends itself to advertisers as well. Discovery’s research found that 64% of respondents feel that brands featured within the network programs are usually a good fit with the show/channel, and 50% have more confidence in brands featured within the programming. “Viewers trust Discovery Digital Networks to feature brands that are relevant to them. Viewers’ highly favorable opinions of our content adds a halo effect to brands featured within the content,” says McDonnell. “That presents unparalleled opportunity for advertisers to join the conversation and become a member of these communities.”