The age of TV: Understanding how need states influence video consumption habits

Nicole Greenfield-Smith

Explores the diversified role played by video in media consumption, and how different need states influence decisions to watch broadcast TV, SVOD, BVOD and online video content.

Key takeaways

  • Key ‘need states’ influencing video consumption include: escape, comfort, unwind, distract, indulge, experience, in touch and do.
  • The impact of life-stage is generally secondary to overall human need – most are universal but the ways we fulfil those needs differ with age.
  • The proliferation of content and ease of availability allows all forms of video to coexist and focus on different need states, enabling brands to harness those relative strengths.
  • For TV, it’s about the high quality, immersive and trusted environment; SVOD has developed to super-serve certain needs; and YouTube fills gaps in the day with short...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands