Audience Preferences for Video Content

〈 Publication Date: December 5, 2011 〉

The Audience Insight Institute, established jointly by DENTSU SOKEN INC. Research Institute's Media Innovation Research Department and Professor Yoshiaki Hashimoto of the University of Tokyo, conducted a survey on audience preferences regarding video content.

Regarding the statement "I want to purchase and collect my favorite TV dramas and movies on commercially available DVD software (I want to own them as a collection)," the percentage of respondents who answered "I agree" was highest among those in their 30s at 43.0%, followed by younger age groups in their teens and 20s. This suggests that the traditional "collection-oriented" mindset of audiences remains strong, particularly among those in their 30s.

I want to purchase and collect commercially available DVD software for TV dramas and movies I like (I want to own them as a collection)

 

Next, regarding the question "I am drawn to rare footage that cannot be seen elsewhere," over 50% of respondents across all generations except teens, centered around 70.0% of those in their 40s, strongly held this mentality. Interest and demand for rare, premium video content—such as footage of secret live performances by music artists, videos showcasing artisans' secret techniques, or footage of extremely rare natural phenomena—is presumed to be high.

I strongly believe I am someone who is drawn to rare and valuable footage that cannot be seen elsewhere.

 

Regarding video content, over 70% of teens and those in their 20s agreed with the statement "I like TV shows that spark lively discussions with friends and acquaintances." The results show that younger generations have a stronger preference for content that encourages exchanging opinions and impressions with friends and acquaintances, leading to lively discussions.

I like TV shows that spark lively discussions with friends and acquaintances

 

The Audience Insight Institute will continue to feature trends among various audiences.