PC is now the second TV at home

New research published today reveals that 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 middle class study has been reborn as a US style ‘den’ where viewers displaced by a partner or child are escaping to indulge their personal interests. Instead of watching soaps under sufferance they are seeking out what they really want to watch online.’ said Matthew Halfin who led the study for co-author Simply.

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.

Commenting on the research, Justin Gibbons Director of Work Research said, ‘This is the first serious attempt to unpick the complexities of the new online video ecology and explode the misconception that all that’s on offer is homemade comedy and soap catch ups.’

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

Associated Link: Online video research from Simply Media TV Ltd

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