Digital Footprints in the Video Stream
This research intends to help identify the circumstances in which the consumer may find themselves viewing more than intended, establish if and how much that matters and if so, how it might be addressed in a way which allows the consumer the greatest degree of autonomy over their viewing behaviour.
For decades, we have been motivated to watch television for a variety of reasons ranging from the habitual or passing of time through to the active seeking of information or sudo social companionship. The reasons ‘why’ we engage with the media content broadcast online and terrestrially may still look similar but the ‘how’ we engage with it has changed considerably since its inception.
The introduction of Video on Demand (VoD) platforms in the aughts has unlocked viewers form imposed schedules and rdip-fed storylines. Whole series release has made back-to-back (or binge) watching of episodes more convenient than ever before.
In other contexts (eating, drinking, gambling), binge is considered undesirable but in the context of watching, binge’ may be classed as a not so guilty pleasure with some VoD platforms actively pushing ‘Binge-Worthy TV’ in a way which would likely raise complaints if applied elsewhere.
This difference may be due to perceived harms. Previous studies have shown correlations between viewing time and negative outcomes (e.g. sleep quality, physical health) but the direction of that potential relationship is less clear. Further, few acknowledge the hedonistic benefits of being able to binge or indeed the benefits of being forced to anticipate episodes released to a schedule.
This research intends to help identify the circumstances in which the consumer may find themselves viewing more than intended, establish if and how much that matters and if so, how it might be addressed in a way which allows the consumer the greatest degree of autonomy over their viewing behaviour.
The research will utilise exploratory sequential design (the ‘building’ approach) to expand on findings from qualitative depth interviews by way of a quantitative survey.
A contemporaneous study has taken iPlayer behavioural data to establish insights into binge-watching of a TV series released in full by the BBC. This was supported by sentiment data gathered from Twitter on the same day.
An earlier study related to attitudes towards personalisation online was conducted using a depth interview approach. The outcomes of which can be read in the paper shared below.
Preliminary findings to follow shortly.
Digital Footprints in the Video Stream: Survey study of reflections on digital traces of media consumption and potential to use this for insights into well-being
Netflix now has a consumer base of over 230 million worldwide. During the pandemic, its customers watched 203.8 million hours of content daily, with their activity, content choices and preferences being continually logged. The digital footprint data amassed in this process underpins a symbiotic relationship between supplier and consumer. Black-box algorithms convert these logs into personalised functionality and recommendations, producing improved customer experiences while generating revenue for the business. Whether the consumer willingly accepts this trade-off or not, it’s now almost impossible to use online services without leaving digital traces. But how representative of an individual’s actual preferences and behaviours are these? …[more]
“I want to be independent. I want to make informed choices.”: An Exploratory Interview Study of the Effects of Personalisation of Digital Media Services on the Fulfilment of Human Values
From the landing page of a shopping website, to a tailored layout on a video streaming app, digital media experiences are becoming increasingly personalised, and none of us have the same experience as each other. We report on a series of in-depth interviews, with UK media users from 19 to 68 years old, exploring their awareness, feelings, expectations and concerns about the digital media being personalised ’for them’, … [more]
