Cheryl Brink

Most people looking for a new device for watching video want a big screen TV, and they want one that allows them to stream content -- or at least that is what is strongly suggested by findings of a qualitative study conducted for the Council for Research Excellence (CRE) by GfK.

We found that the dominant consideration driving video-device purchase and usage decisions was content, and that consumers demand devices that can stream content -- to enable time-shifting or binge-watching, for example. All participating households, regardless of demographic or technographic differences, sought ways to stream content, while some sought to “cast” content from one device to another.

Our longitudinal ethnography exposed us to what we and the research team have coined “hyper viewing.” We learned that special viewing events and favorite shows compel these behaviors: Pronounced simultaneous, multiscreen usage and mobile viewing; continuous conversation via social media, IM, in-person and remote chats; and the use of new applications, websites and platforms in the effort to enjoy an enhanced viewing experience.

[Brink is VP Digital Research & Analytics at Scripps Networks; Cowan is director, analytics and insight at MEC]