Who's Watching What, Where, When and Why?
by George Winslow -- Multichannel News, 12/30/2007 7:00:00 PM
What are viewers really watching? How are they accessing video? Who’s leading the charge into the digital age? And what does it all mean for the TV industry?
In our second annual “ViewerWatch” report, Multichannel News examines the changing patterns of video usage across all platforms — from TV to online and mobile.
The research and analysis on the following pages are based on over 50 interviews with operators, programmers and researchers conducted in November and December, as well as industry data culled from scores of studies. Organized by demographic groups, analysis and data focus on the habits of distinct age and ethnic groups.
While some findings may confirm certain behavioral views, there is also much evidence that the proliferation of video on multiple platforms is an increasingly complex phenomenon, with consumers regularly confounding conventional expectations.
The editors are particularly indebted to a number of companies and researchers that provided us with a wealth of research reports and took time out to share their insights on these issues. Those who generously provided us with data include the Cable Advertising Bureau, Comcast Entertainment Networks, Cable & Telecommunications Association for Marketing, Forrester Research, Fox Cable Networks, Horowitz Associates, In-Stat, Knowledge Networks/SRI, Leichtman Research Group, MAGNA Global, MTV Networks, The Nielsen Co., Nickelodeon, Rentrak, and Telemundo.
We would particularly like to thank Fox and CAB for running some ratings data, and Horowitz Associates, which was extremely generous with data from its surveys of the broadband landscape.
Multichannel News contributor George Winslow compiled the data, conducted the interviews and wrote the articles for this special report.
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