A study of the online video audience by comScore and Media Contacts, the global interactive media network of Havas Media, released last week, analyzed the frequency and type of video content that is viewed by different kinds of users. It started by labeling users heavy, moderate and light video viewers who watch from 841 minutes all the way down to six minutes per month. The heavy users frequent niche video-sharing sites, while moderate users view specific video content on broadcast TV sites rather than viewing general video-sharing sites.
YouTube is the overall leader among all groups, used by 54 percent of viewers.
The study contrasted online video viewing with TV viewing and found that light video viewers are heavier TV watchers, with 46 percent indicating they watch more than 13 hours of TV per week compared with 39 percent of moderate viewers and 30 percent of heavy viewers.
The study also segemented video viewers into four distinct groups based on the way they consume videos: Content Explorers, On Demanders, Sight & Sounders and Television Devotees. The groups were created “to discover how best to reach and message online different kinds of video viewers,” said Jarvis Mak, VP of research and insight at Media Contacts.
Mak said the research will benefit publishers by “giving them a common way of thinking about the same audience so they can develop their offerings to appeal to different segments.” As for advertisers, “it gives them a tangible way to think about their online video efforts and whether or not they are reaching their audience in the right ways.
“We will reach a point where networks/video publishers are offering their video content in many environments–their own Web sites, at an aggregator like Maven or Veoh, or even a portal. All those environments may show the same content but attach different forms of advertising. Those different forms of advertising will appeal to different segments. So how do advertisers know which sites are best? They need to understand their audience and their preferences.”
Writers of “Conclave,” “Say Nothing” Win Scripter Awards
The authors and screenwriters behind the film โConclaveโ and the series โSay Nothingโ won the 37th-annual USC Libraries Scripter Awards during a black-tie ceremony at USCโs Town and Gown ballroom on Saturday evening (2/22).
The Scripter Awards recognize the yearโs most accomplished adaptations of the written word for the screen, including both feature-length films and episodic series.
Novelist Robert Harris and screenwriter Peter Straughan took home the award for โConclave.โ
In accepting the award, Straughan said, โAdaptation is a really strange process, youโre very much the servant of two masters. In a way itโs an act of betrayal of one master for the other.โ He joked that โYou start off with a book that you love, you read it again and again, and then you end up throwing it over your shoulder,โ crediting author Robert Harris for being โso kind, so generous, so open throughout.โ
In the episodic series category, Joshua Zetumer and Patrick Radden Keefe won for the episode โThe People in the Dirtโ from the limited series โSay Nothing,โ which Zetumer adapted from Keefeโs nonfiction book about the Troubles in Ireland.
Zetumer referenced this yearโs extraordinary group of Scripter finalists, saying โprojects like these reminded me of why I wanted to become a writer when I was sitting in USCโs Leavey Library dreaming of becoming a screenwriter. If you fell in love with movies, or fell in love with TV, chances are you fell in love with something dangerous.โ
Special guest for the evening, actress and producer Jennifer Beals, shared her thoughts on the impact of libraries. โIf ever you are at a loss wondering if there is good in the world,โ she said, โyou have only to go to a... Read More