New research published as online video usage goes mainstream, the PC has become the second TV in many homes. Men in particular are using internet video as a way of indulging their interests and escaping into a ‘virtual shed’.

The research was undertaken by Simply and media boutique Work Research who jointly devised the methodology for an in-depth qualitative study capable of understanding exactly how people think about, find and use the host of new online video services.

Key FIndings

• The PC is taking over as the ‘second TV’ in the home
• Online video viewers are thoroughly mainstream with no evidence of users being overly ‘techie’ or interested in very niche interests
• There is more to online video than comedy snippets and TV catch up. Three distinct categories of online content emerging which have been characterised: Snippets, Boutique and Catch-Up. Each is being viewed in a different way.
• There is an ‘Apex of Attention’ where needs based viewing meets relevant advertising.
• Viewers accept advertising in exchange for ‘free’ content as in traditional TV

Snippets are short, quick to watch and whilst focused on the screen, people are often also multi-tasking – talking on an internet phone or emailing links to friends for example. (YouTube)

Boutique is about task-based viewing where content is instructional or helps with information gathering around keen interests. People who are in this mode have high attention levels because of their interest in the subject matter (Baby Channel, GolfBug.tv).

Catch-up online is longer form in broadcast programme lengths and tends to be viewed in a more relaxed mode. This activity is really where the computer takes on the role of the second TV. (4oD, BBC iPlayer)

The Advertising Contract

The research also set out to examine viewer reactions to video advertising. Video advertising in the Boutique and Catch-up categories –mainly pre and mid roll- faired well as most viewers have a high perceived value of the content and appreciate that free content is too good to be true. Some even reported positive experiences when the advertising is linked and relevant to their boutique viewing –a ‘pre-roll’ ad about golf equipment preceding footage of a golf tournament was praised for reflecting the audiences’ interests. In most cases the adverts are short and perceived as unavoidable.

With Catch-up viewing the commercial contract works more like traditional TV. When ad content is short it is generally accepted because of its familiar placing. Success is all about relevance and seamlessness.

Attitudes to advertising around amateur content were particularly ambivalent, with some questioning the appropriateness of it at all.

Categorising Online Video Content

Snippets

• Short form; from 5 seconds to 5 minutes
• Amateur content
• Social; shared, forwarded, watched with friends
• Mindset is experimentation, discovery, entertainment
• Anytime media – work, home, mobile

Boutique

• Mini videos; from 2 to 5 minutes
• Independent professional content
• Privately consumed; cult, niche, obscure, watched in private
• Mindset is task based
• Evenings, weekends in home

Catch-up

• Longer form; from 5 minutes to feature length
• Professional/owned content
• PC becomes 2nd TV; private, comfortable, relaxed
• Needset is functional/convenient
• Peak time in home