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Insight of the Day: What Factors Impact Viewers’ Decision to Watch A Show?

Key Takeaways:

  • Finding Content is Challenging: Viewers find it difficult to discover new content, often leading to rewatching old favorites.

  • Word-of-Mouth and Social Media are Key: Friends, family, and social media are the primary sources for discovering new content.

  • Provider Recommendations Aren't Always Effective: Viewers are hesitant to follow provider recommendations, mainly due to mismatches with individual tastes in multi-person households.

  • Multiple Factors Influence Choice: Genre is the most crucial factor, but mood, schedule, co-viewing situation, and convenience also play a significant role.

Conclusions:

  • Content Discovery Needs Improvement: Streaming platforms and content providers need to focus on improving content discovery mechanisms to alleviate viewer frustration and drive engagement.

  • Leverage Social Channels:  Brands and content creators should actively engage on social media and encourage word-of-mouth recommendations to reach wider audiences.

  • Personalize Recommendations: Providers should invest in more sophisticated recommendation algorithms that consider individual preferences and household viewing patterns.

  • Optimize for Different Situations: Content should be easily accessible and cater to various moods and schedules to maximize viewership opportunities.

Implications for Brands:

  • Focus on Discoverability: Ensure content is easily searchable and accessible across platforms.

  • Promote on Social Media:  Utilize social media channels to create buzz and encourage sharing.

  • Collaborate with Influencers: Partner with influencers and leverage their reach to introduce new content to their followers.

  • Target Specific Audiences: Tailor marketing campaigns to specific genres, moods, and co-viewing situations to increase relevance.

Overall, understanding the factors influencing viewers' choices can help content providers and brands develop more effective strategies to reach and engage their target audiences.

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