The Anatomy of a Video Experience: A Breakdown of How Culture Impacts Viewing

There’s no shortage of information about the nuances of streaming these days. It’s easy to find what content is trending, what overall services are popular, and where the industry as a whole is headed. 

But have you ever given much thought to why people watch what they do?

The music video platform Vevo recently partnered with research firm IPG Media Lab for a new study: “The Anatomy of a Video Experience: A Multicultural Study.” The study set out to find not just how multicultural audiences consume content, but why. 

What they found was that multicultural audiences have an affinity for co-viewing, or watching with others in the same room. As a result, their viewing sessions topped an hour or more 37% of the time. 

When it comes specifically to music (at least on Vevo’s platform), almost 80% of content was co-viewed. And there’s no device growing more rapidly than the television, which saw an increase of 20% in streaming since March.

But aside from co-viewing, Vevo provided some data that shows every demographic tends to watch differently. 

When it comes to Asian audiences, older viewers were most likely to watch informational content. Younger viewers tend to watch content that’s binge-friendly, meaning they watch for longer periods of time.

Black audiences watched bingeable content as well, but younger viewers tended to watch in multiple short bursts on mobile devices instead of long sessions. This was also the audience that was most receptive to advertisements while streaming, with 63% being fine with ads.

For Hispanic and Latino audiences, English viewers tended to have longer watch times (usually over an hour) than Spanish viewers (usually 30 to 59 minutes).  

So why does all this matter? It’s important to advertisers so they can serve up relevant ads, but it’s also important to content creators so they can make content that people will watch. 

“Culture is a pervasive and essential part of every consumption and is being driven by people of color,” says Oscar Allain, VP of Cross-Cultural Strategy & Research at UM. “These consumers are critical to the growth of businesses across all sectors. Not only are they influential in driving their own cultures, but they are also shaping mainstream culture.”

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