Audience Fragmentation in a Competitive Video Marketplace
研究竞争性视频市场如何从心理和行为维度碎片化电视观众，发现家庭视频环境越多样，观众越活跃且满意度越高，给广告商带来挑战与机遇。
This study set out to examine how the present competitive video marketplace fragments audiences along psychological and behavioral dimensions of their television viewing activity. Results suggest that the level of audience activity varies according to the diversification level of one's home-video media environment. Moreover, those from a more abundant environment are generally heavier and more satisfied viewers than those from a less abundant setting. Diversification in home-video technology thus presents a challenge, as well as an opportunity, for advertisers entering a multifaceted, multimedia environment.This study set out to examine how the present competitive video marketplace fragments audiences along psychological and behavioral dimensions of their television viewing activity. Results suggest that the level of audience activity varies according to the diversification level of one's home-video media environment. Moreover, those from a more abundant environment are generally heavier and more satisfied viewers than those from a less abundant setting. Diversification in home-video technology thus presents a challenge, as well as an opportunity, for advertisers entering a multifaceted, multimedia environment.This study set out to examine how the present competitive video marketplace fragments audiences along psychological and behavioral dimensions of their television viewing activity. Results suggest that the level of audience activity varies according to the diversification level of one's home-video media environment. Moreover, those from a more abundant environment are generally heavier and more satisfied viewers than those from a less abundant setting. Diversification in home-video technology thus presents a challenge, as well as an opportunity, for advertisers entering a multifaceted, multimedia environment.This study set out to examine how the present competitive video marketplace fragments audiences along psychological and behavioral dimensions of their television viewing activity. Results suggest that the level of audience activity varies according to the diversification level of one's home-video media environment. Moreover, those from a more abundant environment are generally heavier and more satisfied viewers than those from a less abundant setting. Diversification in home-video technology thus presents a challenge, as well as an opportunity, for advertisers entering a multifaceted, multimedia environment.