The Anatomy of a Video Experience: A Multicultural Study [REPORT]

“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 U.S. audiences observed (Black/African American, Asian, Hispanic/Latino and White), shared a love of co-viewing (watching video with someone other than yourself) on Over-The-Top (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% 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% of each group responding that they would be receptive to ads.

While co-viewing on OTT devices spans across all surveyed groups, each demographic has vast differences around why, when and how they watch content on various devices. Some of these findings include:

Asian audiences:

• Older audiences are more likely to seek out informative videos for task-based viewing sessions across all devices.
• Younger Asian audiences are more likely to watch binge-friendly genres, like music, resulting in longer viewing periods of over an hour across all devices.

Black/African American audiences:

• As a whole, Black/African American audiences watch binge-worthy content for longer periods of time. However, unlike younger Asian audiences, younger Black/African American viewers tend to watch content in shorter spurts of less than 30 minutes, likely driven by higher levels of mobile usage.
• Black/African American viewers are the most likely audience to seek out music and sports content.
• OTT is the leading device to resonate with Black/African American viewers at their most engaged with 63% of audiences being receptive to ads on this device.

Hispanic/Latino audiences:

• English-dominant and bilingual Hispanic/Latino viewers tend to have longer watch time, while Spanish-dominant audiences watch for mid-length sessions of 30-59 minutes.
• 33% of total Hispanic/Latino viewing sessions last longer than one hour.
• 60% of Hispanic/Latino viewers watching music on OTT are receptive to ads.

To download report CLICK HERE.