YouTube Insights :New video research shows what viewers value during the pandemic.

 

In this unprecedented global moment, people are turning to digital video for more reasons than ever. Need an at-home workout? An up-close-and-personal concert? A home-school sidekick? Digital video has you covered.

For years, the variety and accessibility of digital video have pulled audiences away from traditional TV and toward streaming platforms. And while the rise of streaming was always expected, it seems to be accelerating.

As people who are deeply interested in understanding why and how people turn to online video, we’ve long been curious about the shift to streaming. In fact, late last year, we set out to take a closer look at how people use online video and to study the emotional associations they have with different video platforms, including streaming platforms like Hulu, social media platforms like Facebook, and linear TV. In partnership with media agency OMG, we surveyed 2,000 people in the U.S., conducted 75 weeklong digital ethnographies, and hosted 15 in-home sessions where we observed people’s behaviors throughout the day.

Then the pandemic hit. And given its life-altering nature — and inevitable impact on people’s video watch behavior — we extended our research. Throughout May, we interviewed an additional 2,000 people.

Our months long process and analysis shed light on the meaningful ways video is playing a role in people’s lives. These are the three distinct themes that emerged.

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