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Screen Life: TV in Demand
Thinkbox’s ‘Screenlife: TV in Demand’ research was launched in July 2013 at BAFTA. Here you can catch up with all the action from the event by watching our handy on-demand record of the event. The study, commissioned from Flamingo and Tapestry examines the broad range of motivations that lie behind why we watch linear TV and VOD and, increasingly, how we watch it. We also heard plenty of good stuff about the emerging advertising opportunities around VOD from the experts at the TV companies. It’s well worth a look.
This research looks at the key differences between watching TV live, watching on demand (VOD), and between different types of VOD. It does this by revealing the needstates that audiences satisfy through each mode of viewing, and how this is influenced as much by their social context and lifestyle as the programming content. Here, for you to download, is a quick overview of the 6 needstates of TV viewing, in the form of a nickable PowerPoint deck.
The ‘Screen Life: TV in demand’ research commissioned by Thinkbox from Flamingo and Tapestry reveals how audiences choose between watching Television programmes live or on demand (VOD) and between different types of VOD. There’s a huge amount of interesting material in the study which will no doubt be pored over extensively in the next few months. However, in the interim, we thought it may help to give you a quick summary what the research looked at and what it has revealed so far. You can read the key headlines here or download a handy PDF to keep.
PRESS RELEASE: A new study by Thinkbox into how people watch TV has revealed some key differences between watching TV live and on demand (VOD) and between different types of VOD. It has also explained why live viewing continues to thrive alongside VOD. The study – ‘Screen Life: TV in demand’ – was commissioned by Thinkbox from Flamingo and Tapestry. It involved the analysis of over 100 hours of footage from 18 households from across the UK for two weeks. It also involved a diary study of 662 adults, across 3,692 viewing occasions providing 250,000 data points for analysis. The research sample was more technologically advanced than average. All respondents owned a smartphone and 46% owned a tablet. Crucially the sample was also heavy VOD viewers with 74% of the sample watching VOD at least once a week. This compares with the 52% of the UK who has ever watched VOD, according to IPA Touchpoints data.