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 bites of video.

In brief

Back in 2013, Thinkbox investigated the motivations that underpinned our TV viewing – what drove someone to watch live or VOD? What needs did these video formats satisfy? Since then, the video landscape has changed considerably. We needed to broaden the lens to encompass all of video formats, including online.

The need states methodology