Research and Insights: Towards a Video Consumer Leaning Spectrum: A Medium-Centric Approach
Traditional television and on-demand viewing, such as streaming platforms like YouTube, are often seen as either lean back or lean forward media with different advertising implications. Recent research suggests that rather than treating these two video platforms as either passive (lean-back) or active (lean-forward), marketers should focus on why and how consumers use TV versus online videos in a converging video landscape through the lens of immersion and engagement.
Sylvia Chan-Olmsted, University of Florida College of Journalism and Communications Telecommunication Professor and Director of Media Consumer Research, and colleagues Lisa-Charlotte Wolter and Elisa Dorothee Adam, studied how the traditional and digital video consumption activities differ, what the drivers for the differences are, and how ad effectiveness might be affected because of these video contexts. They discovered that the two video consumption behaviors differ in five aspects: attention, interaction, timing, cognition, and emotion. And the differences might be driven by physicality, ritualism, intent, content, and engagement.
Posted: October 30, 2020
Category: Digest Only
