The behavior of watching videos of the new generation has changed dramatically. Maybe because there are various online content. and viewing content online It is more convenient to grow and become an opportunity for more advertisers or content creators.
Comscore OTT Intelligence collects data on how households view streaming content on the Internet. As of January 2020, up to 14.7 million households
Additionally, Amazon Ads teamed up with Ipsos to survey 2,000 Americans ages 18-64 to learn about video content. Behavior and content preferences in order for advertisers to reach them as best as possible. And this is what defines a new generation of video audiences where brands and marketers need to learn more about their behaviors and needs.
Social streamers
This group of people are considered representatives of general consumers. accounted for more than 28% of those surveyed. Their behavioral survey found that they were exposed to ad-supported streaming TV content.
The behavior of the Social Streamers is in the age range from 18 to 64 years old, which is considered a very wide age range. But it is considered a highly educated and relatively affluent group, with 51% graduating with a bachelor’s degree and above, earning a median household income of $72,200 (average $2 million per month), more than the average consumer of $4,000. average 1.2 hundred thousand baht)
From the behavior of this group, it was also found that
- 31% like to follow trends that are instantaneous
- 28% want to try new products and services This group of people tends to grow twice as compared to general consumers. They see themselves as Influencers and tend to recommend others to try new things as well.
- In terms of content, they are popular in the genres of music, comedy, action-adventure videos. including reviews of things In-depth video They are 23% more likely to watch daily streaming.
Immersive explorers
People with this behavior ranged in age from 18 to 34, 74% of whom were male, and over 14% were still in full-time or full-time students.
They are a group of people who are open to new things. have curiosity and understand technology So excited about new technology trends. and is dedicated to finding information about technology products and services that occur in the world. including intending to buy new products because I want to own high-tech products before others The products interested in purchasing are:
- 88% Games
- 71% Smart TV
- 55% Streaming Devices
- 53% desktop computers
- 42% smart home devices
However, the streaming service also encourages immersive explorers to discover new perspectives and cultures. It’s more than just a matter of taking a break from school or work that puts the pressure on them in their daily lives.
Therefore, the type of content that this group of people want It will be science fiction, fantasy, action and adventure games. More than 92% of these people are willing to pay for a monthly subscription, and 96% of this group would pay for advertisements for their favorite streaming service. Watch music streaming content. Stream video content and play video games on a daily basis too.
Video voyagers
It is a group of people over 45 years of age, mostly females who describe themselves as It is a group of people who are responsible and respectful of others. Because they are likely to experience a variety of life in their lives. This allows them to watch streaming video content for relaxation. escape some story or want to indulge yourself in your free time
Most of these people will be watching more content via smartphones or mobile devices. to entertain yourself and are 61% more likely to be exposed to cable through cable to watch video content in the living room. and take advantage of subscriptions and self-supported, ad-supported streaming services. So that you can watch content on all channels, whether it’s TV, video or smartphone. Because they assumed that the money was paid, they had to be able to use it for their desired behavior. In terms of content that I like to see is a comedy or crime drama.
The results of the survey that we bring to the is a behavioral analysis This makes the age range explored quite wide and diverse. Therefore, marketers who are collecting information about content viewing Or the opportunity to present advertising to these three groups, try to recognize their behavior and present it at the right time. Surely there will be new income opportunities.
Source: Adweek
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