Page 25 - TAM Review 2019

SECTION 3: RESEARCH THE AGE

OF TELEVISION-THE NEEDS

THAT DRIVE US

Video is firmly entrenched in our lives. Whether
we’re snuggling on the sofa for an evening of telly or

killing time on our mobiles before the bus arrives, the

opportunities to watch have never been greater.
In 2019, partnering with Thinkbox UK and with the

Irish research carried out by Behaviour & Attitudes,

we detangled the role that video plays in our lives to
determine how the different video formats coexist and

why viewers choose to invest their time in a range of

video platforms.

We found that whatever we watch, we are doing so to 9

satisfy one or more of the eight different ‘need states’: 1

unwind, distract, comfort, in touch, experience, indulge,
escape and do. The study found that Live TV delivers

across the widest range of need states and it also helped

explain why different forms of TV and video happily co-
exist in our lives. Review 20

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