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“The Anatomy of a Video Experience: A Multicultural Study” Provides Insights for Advertisers on How Best to Deliver Brand Messages to Receptive Audiences

 

Music video platform Vevo has partnered with MAGNA and IPG Media Lab, to reveal significant findings around the nuances of multicultural audiences’ video viewing behavior.
 
“The Anatomy of a Video Experience: A Multicultural Study” explores how audiences consume content across multiple devices and their motivations around viewing habits. Understanding these subtleties is key for advertisers and brands looking to reach receptive audiences and better inform their planning efforts.

The study found that all of the U.S. audiences observed (Black/African American, Asian, Hispanic/Latino and White), shared a love of co-viewing (watching video with someone other than yourself) on Over-The-Top (OTT) devices compared to desktop, mobile, laptop and linear TV.

Longer viewing periods result from content that people find culturally relevant, specifically sports and music. On average, 37% of highly culturally relevant content viewing sessions last for one hour or more. When it comes to ad receptivity in particular, viewing music content on OTT devices is key, with over 60% of each group responding that they would be receptive to ads.

“Partnering with MAGNA and IPG Media Lab once again for this study is really valuable for our business” says Bryon Schafer, SVP of Research, Vevo, “With recent findings showing that 79% of Vevo’s CTV content is being co-viewed, it’s important for us to understand the nuances of audience behaviors in order to pass on these insights with our clients and partners. No screen is seeing a greater surge in Vevo viewership than the television, which has seen an increase of over 20% since March of this year with 61M viewers exclusively engaging on connected TV screens. Modeling user behavior against our content and go-to-market strategies keep us in tune with our global audiences. We’ve really enjoyed finding out exactly what makes viewers tune in – and stay tuned in to the content they watch.”

While co-viewing on OTT devices spans across all surveyed groups, each demographic has vast differences around why, when and how they watch content on various devices. Some of these findings include:

Asian audiences:
Older audiences are more likely to seek out informative videos for task-based viewing sessions across all devices.
Younger Asian audiences are more likely to watch binge-friendly genres, like music, resulting in longer viewing periods of over an hour across all devices.

Black/African American audiences:
As a whole, Black/African American audiences watch binge-worthy content for longer periods of time. However, unlike younger Asian audiences, younger Black/African American viewers tend to watch content in shorter spurts of less than 30 minutes, likely driven by higher levels of mobile usage.
Black/African American viewers are the most likely audience to seek out music and sports content.
OTT is the leading device to resonate with Black/African American viewers at their most engaged with 63% of audiences being receptive to ads on this device.

Hispanic/Latino audiences:
English-dominant and bilingual Hispanic/Latino viewers tend to have longer watch time, while Spanish-dominant audiences watch for mid-length sessions of 30-59 minutes.
33% of total Hispanic/Latino viewing sessions last longer than one hour.
60% of Hispanic/Latino viewers watching music on OTT are receptive to ads.

“Culture is a pervasive and essential part of every consumption and is being driven by people of color,” says Oscar Allain, VP of Cross-Cultural Strategy & Research at UM. “These consumers are critical to the growth of businesses across all sectors. Not only are they influential in driving their own cultures, but they are also shaping mainstream culture.”

“Our Cultural Dimensions study reinforced the idea that social media platforms have helped propagate and influence the conversation on culture.  So the merging of our datasets with IPG Media Lab’s and MAGNA’s helps to bring new multicultural insights into how we think about creating smarter strategies for data analysis, planning, creative and more,” says Deidre Smalls-Landau, U.S. Chief Marketing Officer and Global Head of Culture for UM.

The Anatomy of a Video Experience: A Multicultural Study” can be found in full here.

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04 Jul 2025

  • V&A East Storehouse to open the David Bowie Centre (see News)

  • ESCA calls on the EU to block Universal Music’s deal to buy Downtown (see News)

  • Virgin Music CEOs push back against critics of Downtown Music deal (see News)

03 Jul 2025

  • Record labels are running on empty (see Opinion)

  • AI music is going viral, but it’s not what fans want (see Comment)

02 Jul 2025

  • The Velvet Sundown may be the first breakout AI band from Suno (see Digital)

  • Amid cuts, WMG to "continue to supercharge our capabilities in long-term artist, songwriter, and catalog development" (see Business)

01 Jul 2025

  • WIN CEO writes to European Commission Vice-President over Universal's acquisition of Downtown (see Comment)

  • If Spotify truly champions discovery, it should champion fair compensation from the first stream (see Comment)

30 Jun 2025

  • Selected Glastonbury coverage (see News, Features, Showbiz, Reviews)

27 Jun 2025

  • Streaming is both retail and radio – it shouldn’t be (see Comment)

  • Impala’s Helen Smith on UMG's planned Downtown acquisition (see Comment)

26 Jun 2025

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  • Budweiser’s royalty loophole ad: How AI and social have changed the value of creators (see Comment)

25 Jun 2025

  • When did making music get so lonely? (see Comment)

24 Jun 2025

  • How will Taylor Swift’s masters ownership saga be remembered? (see Audio&Visual)

23 Jun 2025

  • The copyright war between the AI industry and creatives (see Comment)

  • Interview: Lyor Cohen, the head of YouTube Music (see Features)