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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.

22 Sep 2020 | Press release

Rick Astley kicks off BBC Unsung Hero Awards 2020

Music legend Rick Astley will front single, Every One of Us, to celebrate the Unsung Hero awards for 2020. The 2019 regional winners of the Unsung Hero award, Captain Tom Moore and a host of sporting stars including Ben Stokes, Geraint...more

22 Sep 2020 | Press release

Musicians’ Union calls on Government to face the music

A third of musicians consider leaving the industry due to COVID-19 repercussions 87% face financial hardship when Government support schemes end MU calls on Government to implement 2-for-1 seat matching scheme and tailored support for individuals  A third (34%) of musicians are considering...more

21 Sep 2020 | Press release

Tom Hoare Re-Joins [PIAS] as Head of Digital

[PIAS], one of the world’s leading independent music companies, has announced the appointment of Tom Hoare as UK Head of Digital.  Tom, whose appointment is effective immediately, re-joins [PIAS] from Syco Music where he was Head of Digital. He previously held the position...more

21 Sep 2020 | Press release

Better Noise Films and the Amy Winehouse Foundation team up with Global Recovery Initiatives Foundation To Save Lives presenting SNO BABIES movie

Better Noise Music are proud to announce that the Amy Winehouse Foundation is now the official UK charity partner for the upcoming feature film from Better Noise Films, SNO BABIES. The Amy Winehouse Foundation supports young people affected by drug...more

21 Sep 2020 | Press release

Vinyl sales up 3% as record stores prepare for Drop 2 on Saturday 26th September

Record store owners across the UK are preparing for the second instalment of this year’s rescheduled Record Store Day.   ‘Drop 2’ will take place this Saturday 26 September in over 200 record stores as huge vinyl releases from artists such as...more

21 Sep 2020 | Press release

Mark Fry has been promoted to President of Warner Music Nordics

Highly regarded music industry leader Mark Fry has been promoted to President of Warner Music Nordics.  He will be based in Stockholm and report to Stu Bergen, Warner Music’s CEO, International, and Global Commercial Services.  Fry was most recently Vice...more

21 Sep 2020 | Press release

Sentric inks co-publishing deal with Prolifica

Sentric Music Group and Prolifica have announced a publishing joint venture.  Expanding on an existing relationship between the two companies, the JV sees Sentric power Prolifica’s publishing arm - including full administration and creative services - facilitating opportunities for a number...more

21 Sep 2020 | Press release

Prince staff engineer Susan Rogers to be next guest in a special National Album Day edition of “Let’s Talk About Music”

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21 Sep 2020 | Press release

Reach Music acquires the publishing catalogue of writer/producer Young Fyre

Catalogue includes songs performed by Marc Anthony, Bad Bunny, Will Smith, Jaden Smith, Britney Spears, T-Pain and Lil Wayne  Reach Music Publishing (Reach) has acquired the publishing catalogue and worldwide administration rights of writer/producer Young Fyre (Tremaine Winfrey).  The acquisition, which covers...more

21 Sep 2020 | Press release

BIMM Institute Launch Talent Match Service For The Creative Industries

BIMM Institute have announced that they are offering a brand new service, which sources new talent for the creative industries. Talent Match – available from Monday 5 October – is a free recruitment service, which supports employers by providing immediate...more

21 Sep 2020 | Press release

RIAA Statement on the Appointment of Shira Perlmutter as U.S. Register of Copyrights

Mitch Glazier, Chairman and CEO of the Recording Industry Association of America (RIAA), released the following statement on the appointment of Shira Perlmutter as 14th U.S. Register of Copyrights. Perlmutter currently serves as the U.S. Patent Office’s Chief Policy Officer...more

21 Sep 2020 | Press release

Fortnite's Party Royale to host the world premiere for BTS' Dynamite choreography version music video

Never-before-seen Choreography version music video to premiere in Fortnite on September 25 Today, Epic Games announces that it has partnered with the global pop superstars BTS to premiere a new choreography version music video of the record breaking single "Dynamite" inside...more

20 Sep 2020 | Press release

TikTok statement on proposed deal

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18 Sep 2020 | Press release

Absolute partners with Chris Difford for new label

First album release sees award-winning songwriters celebrate frontline workers  Musician, singer, songwriter and producer Chris Difford has partnered with Absolute Label Services to launch his own label – Songwriter’s Garden. Difford is the co-founder of British rock band Squeeze, and a Grammy...more

18 Sep 2020 | Press release

Harriet Rose joins KISS Breakfast line up for daily content hits

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18 Sep 2020 | Press release

Warner Music Group's Arts Music division & Warner Chappell Music enter global partnership with Skyship Entertainment for beloved children's brand Super Simple Songs

Super Simple Brand Encompasses a Family of Popular YouTube Channels Including Super Simple Songs®  Regular New Album and Song Releases Begin Today   Warner Music Group's Arts Music division and Warner Chappell Music (WCM) have entered into a worldwide partnership with Toronto-based entertainment...more

18 Sep 2020 | Press release

Thomas Coesfeld appointed Chief Financial Officer of BMG effective April 2021

  Thomas Coesfeld will join the international music company BMG as Deputy Chief Financial Officer (CFO) with effect from October 15, 2020. As of April 1, 2021, he will assume the position of CFO and member of the Executive Team, succeeding Maximilian Dressendörfer,...more

18 Sep 2020 | Press release

TikTok statement on evolving US situaton

  "We disagree with the decision from the Commerce Department, and are disappointed that it stands to block new app downloads from Sunday and ban use of the TikTok app in the US from November 12. Our community of 100 million...more

17 Sep 2020 | Press release

AIF welcomes new members and reflects on Covid response at AGM

  CEO Paul Reed praises indie festival sector for rising to coronavirus challenge.  Representatives from Boomtown Fair, Black Deer and Elderflower Fields join the AIF Board, with The Fair’s Nick Morgan named as new Vice Chair.  17 new festivals have joined trade association...more

17 Sep 2020 | Press release

Can Music Make You Sick?

  Measuring the Price of Musical Ambition  By Sally Anne Gross & George Musgrave     29th September 2020 – paperback – £14.99  This provocatively titled, ground-breaking book presents the hugely cited, largest ever study into mental health in the music industry, which reveals that music makers are three times...more

17 Sep 2020 | Press release

Scope appoints Robin Millar CBE as Chair Designate

  Disability equality charity Scope is delighted to announce Robin Millar CBE as the Chair Designate of its Trustee Board. His appointment comes as the charity delivers an open letter to the Prime Minister today, backed by 30,000 signatories, calling for...more

17 Sep 2020 | Press release

Never miss home again with Deezer's Country Selector

 Exclusive feature lets you switch your music and shows tabs to anywhere in the world   Gospel in Brazil, Grime in England, Schlager in Germany, Banda in Mexico... every country has its own signature sound. But what if your taste is different...more

17 Sep 2020 | Press release

The Scottish Album of the Year Award announce 2020's Longlist

 20 OUTSTANDING SCOTTISH ALBUMS WERE ANNOUNCED VIA THE VIRTUAL 'LIVE AT THE LONGLIST' EVENT AND ARE NOW IN THE RUNNING FOR £20K PRIZE AND COVETED TITLE   MUSIC FANS NOW GIVEN CHANCE TO VOTE FOR SHORTLIST IN PUBLIC VOTE FROM 5TH OCTOBER   WWW.SAYAWARD.COM #SAYaward   Scotland's...more

17 Sep 2020 | Press release

Brand new Radio 1 Dance stream to launch this October

  Brand new 24 hour dance music stream Radio 1 Dance will launch on BBC Sounds on Friday 9 October 2020 at 6pm BST. Radio 1 Dance will bring together Radio 1's rich slate of existing dance programmes into a dedicated stream...more

17 Sep 2020 | Press release

Amazon Music x Twitch take-over with Scruff of the Neck

Amazon Music UK and Twitch have announced a takeover with iconic Manchester record label and live promoters Scruff of the Neck. Taking place Thursday 17th September across Amazon Music UK’s Twitch channel, the night will see performances from three rising acts...more

17 Sep 2020 | Press release

Clapham Grand announces first post lockdown shows with a special re-opening party this Friday with Frank Turner

London’s iconic venue The Clapham Grand announces first post lockdown shows for 2020 with a special re-opening party with Frank Turner this Friday. Other big names announced include: Russell Howard, Jimmy Carr, The Vivienne, Louise Redknapp, Baga Chipz, Jimmy Carr,...more

17 Sep 2020 | Press release

Beatport And Twitch Announce Exclusive Live Streaming Music Programming Partnership

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17 Sep 2020 | Press release

MP urges Ofcom to conduct urgent review of BBC Sounds

The Chair of the All-Party Parliamentary Group (APPG) on Commercial Radio is calling on Ofcom to conduct a review of the BBC Sounds platform following plans for a new 24-hour BBC Radio 1 Dance service.  Earlier today (Thursday 17 September) the BBC...more

17 Sep 2020 | Press release

ESNS 2021; thirty-fifth edition, both physical and digital

Focus on European music during European Music Week The conference and showcase festival ESNS (Eurosonic Noorderslag) will go ahead as live as possible in 2021. Taking place in Groningen from 13 to 16 January 2021, ESNS is the key exchange...more

17 Sep 2020 | Press release

The FAC invites you to its annual general meeting on Wednesday 14 October 2020

  The Featured Artist Coalition (FAC), the UK artist trade body, is delighted to announce that its 2020 Annual General Meeting is taking place at 18:00 GMT on Wednesday 14th October 2020. This year's AGM will be hosted online, due to continuing Covid-19...more

22 Sep 2020

  • The Musicians' Union issues an urgent call to Government to do more (see News)

21 Sep 2020

  • Night Time Industries Association warns 60% of clubs will not survive another two months (see News) 

  • TikTok's proposed deal with Oracle and Walmart receives Trump's blessing (see Bigger Picture)

  • TuneIn radio blocks content in UK (see Digital)

  • Thomas Coesfeld to join BMG as Chief Financial Officer (see Business)

18 Sep 2020

  • Beatport signs exclusive livestreaming partnership with Twitch (see Digital)

  • Radio 1 Dance to launch on BBC Sounds; Commercial radio objects (see Media)

17 Sep 2020

  • Kobalt to explore potential sale (see Business)

  • Kanye West posts his contracts online, seeks masters (see News)

16 Sep 2020

  • Chinese music streaming service NetEase Cloud Music strikes deal with BMG (see International)

  • Apple confirms subscription bundles; Spotify complains (see Digital)

  • Spotify launches virtual event listings function (see Digital)

  • More trade bodies join the Fair Trade of Music Campaign (see News)

  • Small companies to receive payouts on insurance claims after closure during pandemic (see News)

15 Sep 2020

  • YouTube launches 'short-form video experience for creators and artists' (see Digital)

  • Warner Music Group facing a class-action lawsuit over a massive data breach. (see News)

  • New chapter for Motown Records with UK label launch (see Business)

  • Facebook strikes licensing deals for its Gaming platform (see Digital)

14 Sep 2020

  • TikTok announces 100m monthly active users in Europe; Oracle set for partnership (see Digital, Bigger Picture)

  • Jamie Njoku-Goodwin appointed CEO of UK Music (see Business)

  • Shani Gonzales promoted to MD of Warner Chappell Music UK (see Business)

11 Sep 2020

  • Hipgnosis Songs Fund acquires Chrissie Hynde’s catalogue (see Deals)

  • RIAA and PwC reports show mixed fortunes for recorded music and live industry during pandemic (see Analysis)

  • Cultural industries urge European Commission not to rewrite the copyright directive (see News)

10 Sep 2020

  • Hipgnosis acquires Big Deal Music (see Business)

  • BMI closes fiscal year with historic revenue and royalty distributions; takes Covid hit (see Business)

09 Sep 2020

  • Live sector executives outline issues to DCMS Committee (see News)

  • Royal Albert Hall launches urgent donations appeal (see News)

  • European Court of Justice orders EU countries to treat music creators equally regardless of their nationality (see News)