Algorithms, Brands and Connections презентация

you trust businesses in each of the following industries to do what is right. Please use a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.”

Trust Industries to “Do What is Right”: Showing Top 4 Box (6-9 on 9 pt. Scale)

Top 4 Box (6-9 on 9 pt. Scale)

Q30 Please indicate how much you trust the entertainment content created by the following sources to be entertaining – that is, the degree to which you would trust videos or other entertainment content to be entertaining if you only knew who created it. Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.”

Trust content to be entertaining

HAVE BEEN REDEFINED

Q3 When you think about entertainment (e.g. television, movies, internet, etc.), which companies come to mind? OPEN END

10 of top 10 Companies cited are traditional networks/studios

#1 company Cited is an online streaming platform
2 of top 5 companies are online streaming platforms

(e.g. television, movies, internet, etc.), which companies come to mind? OPEN END

Traditional networks
and studios

Online streaming platform companies

Cable channel

Cable company

entertainment content, how often are you simultaneously using another device (e.g. television, computer, smartphone, tablet, etc.)?
Q15 / Q15a: How likely are you to use multiple devices while watching entertainment content to…? (Asked of those who use multiple devices)

93%
Use multiple devices SIMULTANEOUSLY

85%
Likely to multi-task using another device to do something UNRELATED to the content they are watching

79%
Search/Google for content RELATED to what they are watching

likely you would be to engage in the following activities.
Q33 And thinking about entertaining content, how comfortable are you with the idea of predictive recommendations? Please rate your response on a scale of 1-5, where 1 means “not comfortable at all,” and 5 means “extremely comfortable.”

Only 5% are “not comfortable at all” with the idea of predictive recommendations…

about entertaining content and the platforms you use to discover it, how much do you agree with each of the following statements when it comes to predictive recommendations? Shown: % Agree

the following uses of “predictive recommendations” are most beneficial to you? (Answer choices abbreviated)

might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content?

Entertainment Spending Drivers: Showing Top 2 Box (Extremely / Somewhat Important)

Entertainment Spending Drivers:

that is…: Showing Top 2 Box

Q27 How likely would you be to watch this type of entertaining content (not obvious advertising) which each of the following characteristics? [TOP TWO BOX ON 5-POINT SCALE]

BRANDS

Company/product I use regularly and/or a company I trust

VIDEO STREAMING PLATFORMS

Video streaming platforms

FRIENDS & FAMILY

Friend or family member

Featured by a news outlet like BuzzFeed

NEWS OUTLET

Likely to view entertaining content that is created by…

CONTENT

Showing Top 4 Box (6-9 on 9 pt. Scale)

Q30 Please indicate how much you trust the entertainment content created by the following sources to be entertaining – that is, the degree to which you would trust videos or other entertainment content to be entertaining if you only knew who created it. Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.”

Trust Content to be Entertaining:

to watch this type of entertaining content (not obvious advertising) which each of the following characteristics)? [TOP TWO BOX ON 5-POINT SCALE] Branded content definition: Entertaining content (i.e. videos) produced by brands or companies that are not obvious advertisements

or services

Recommended the company to a friend, family member or colleague

Shared positive company opinions or experiences online

Paid attention to future content from the company

37%

34%

29%

29%

Q28 And thinking back over the past 12 months, have you taken any of the following actions in relation to good or engaging content produced by a brand (again, that is not an obvious advertisement)?

drive engagement

Relationships drive results for brands