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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.

18 Jul 2025 | Press release

Three Six Zero names Aimee Jessiman Head of Management (UK)

  At Three Six Zero, Jessiman works on global talent such as Calvin Harris and Swedish House Mafia. In her new role, Jessiman will work closely with Three Six Zero Founder & CEO Mark Gillespie, overseeing all aspects of artist management, serving as a resource...more

18 Jul 2025 | Press release

The Artist & Manager Awards return on Thursday 20th November

  The Featured Artists Coalition (FAC) and the Music Managers Forum (MMF) are delighted to reveal that our annual Artist & Manager Awards ceremony returns to London’s Bloomsbury Big Top on Thursday 20th November 2025.  Early bird tickets and table sales are available...more

18 Jul 2025 | Press release

TikTok and Anghami make streaming Nancy Ajram's 'Nancy 11' easier than ever with new 'Add to Music App' feature

Whether it’s a viral earworm, a snippet from your For You feed, or a song that hits just right, starting today, TikTok users in the Middle East and North Africa can now instantly save their favourite tracks from TikTok straight to...more

18 Jul 2025 | Press release

Jeff Satur, F.HERO, Kantong and Saran among artists honoured at star-studded Official Thailand Chart event in Bangkok

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18 Jul 2025 | Press release

Operation Authentica gains momentum as Brazil court makes first landmark ruling in streaming fraud case

  A Court in São Paulo, Brazil has handed down a landmark ruling against company Seguidores Marketing Digital Ltda for generating fake followers, likes, and streams on platforms including Spotify, YouTube, TikTok, and Instagram. This is the first ruling under ‘Operation Authentica’,...more

18 Jul 2025 | Press release

PRS Members' Fund launches Rest & Rewind – A new Wellbeing Breaks Initiative for music creators

The PRS Members’ Fund is proud to announce the launch of its new Rest & Rewind Wellbeing Breaks Initiative, designed to support PRS members who need time out to rest, reflect and reconnect with their creative selves following periods of illness, stress...more

18 Jul 2025 | Press release

Indie band The Clientele joins Wise Music Group

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18 Jul 2025 | Press release

Former ELO members open new production suite in memory of bandmate

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17 Jul 2025 | Press release

Key Production Group strengthens senior leadership team with the appointment of new CFO, Laura Bessell

  Laura Bessell joins Key Production Group as Chief Financial Officer, bringing 25 years of financial experience Appointment supports company’s European expansion amid rising demand for physical music Bessell’s appointment follows Key Production’s transition into an Employee Owned Trust  Key Production Group, Europe’s leading physical...more

17 Jul 2025 | Press release

Armada Music Publishing and Spectrum Music Launch Spectrum Music Publishing; Joris Voorn Exclusively Signed as First Composer

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17 Jul 2025 | Press release

Inflation Surprise Sends Ripples Through Business Confidence as Industry Ramps Up Call for Government Action in Autumn Budget to Prevent Fiscal Fallout Says NTIA

  UK inflation has surged to 3.6% in the year to June — a sharp rise from May and well above the Bank of England’s 2% target, outpacing expectations. This inflationary jump is set to tighten household budgets and further pressure businesses already grappling...more

17 Jul 2025 | Press release

PPL PRS supports LOROS' Stomp Round Leicester art trail with elephant sculpture designed by Kasabian frontman, Serge Pizzorno

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17 Jul 2025 | Press release

TikTok announces the beta launch of TikTok Songwriter Features

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17 Jul 2025 | Press release

Tom Coulson-Smith Promoted to Vice President, A&R at Concord Music Publishing

  Concord Music Publishing is pleased to announce the promotion of Tom Coulson-Smith to Vice President, A&R. Based in London, Coulson-Smith steps up from his previous role as Senior Director of A&R, which he has held since joining the company in 2020. During his time at...more

17 Jul 2025 | Press release

Warner Music Italy signs deal with Mace

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17 Jul 2025 | Press release

The LIVE Trust announces eight new trustees

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17 Jul 2025 | Press release

Touring and Mental Health; The Music Industry Manual - Available as an audiobook on 17 September

The widely praised music industry mental health manual Touring and Mental Health; The Music Industry Manual edited by psychotherapist Tamsin Embleton will be released as an audiobook this September. Following the paperback publication of the book by the leading UK music book imprint Omnibus...more

17 Jul 2025 | Press release

Sony Music Publishing Promotes Pixie Pickering to VP Creative & Writer Services, Co-Head of Sync

Today Sony Music Publishing announced the promotion of Sarah ‘Pixie’ Pickering to Vice President, Creative & Writer Services, Co-Head of Sync, effective immediately. Based out of SMP’s London office, Pickering will continue to report to Sony Music Publishing’s Co-Managing Director UK Tim Major and President & Co-Managing...more

17 Jul 2025 | Press release

Perpetrator Focused Approach is Essential in New Government Package in tackling VAWG Says NTIA

  On 16 July, the Government unveiled a £53 million landmark package to directly target the most dangerous domestic abuse perpetrators as part of its Plan for Change, aiming to halve violence against women within a decade.    The focus is shifting firmly onto perpetrators, with a...more

17 Jul 2025 | Press release

Peermusic sign 8x Platinum, Grammy-nominated writer/producer Amish

  Global independent music publishing company, Peermusic, has signed British writer/producer and recording artist Amish Patel, professionally known as ADP, to a worldwide publishing deal as announced today by Ralph W. Peer, Managing Director, U.K., Australasia and Vice President of peermusic's African and Middle East operations,...more

17 Jul 2025 | Press release

Can I Have Your Intention, Please?

By Lee Henshaw Working with record labels, promoters and record shops, I'm conducting a commercial experiment in taste.At Into-it, we are inviting music fans to install our Chrome extension and tell us the music they’re into. In return, we’re transforming The...more

16 Jul 2025 | Press release

Defected signs producer Anthony Gorry & M People's Andrew Lovell for ambient album

House music giant's first wellness album targets $4.4 trillion market with AjoiA project   Defected Label Group has signed producer Anthony Gorry (Gwen Stefani, Moby, Richard Ashcroft) and M People's Andrew "Shovell" Lovell for their debut album The Essence of Being, marking...more

16 Jul 2025 | Press release

Activate - new animated series

On Tuesday 15 July 2025, Joe Wicks MBE (The Body Coach), will release a new online animated series, Activate, designed to get children moving and to make fitness fun.   The new series has been co-created by Joe and BAFTA award-winning Studio AKA (the creators of Hey...more

16 Jul 2025 | Press release

Orfium awarded EU funding to lead first of its kind research into copyright detection in AI-generated music

  Global music and rights tech leader is part of a prestigious pan-European consortium to develop explainable AI tools that identify copyrighted music in generative AI outputs    Orfium, the global technology company shaping the future of music rights management, has been awarded...more

16 Jul 2025 | Press release

Sonopress Launches EcoRecord Production in the United States

First production line successfully commissioned at new Charlotte, North Carolina site Last week marked a bold step into the future of LP record manufacturing and truly historic moment for Sonopress. The leading global manufacturer of storage media and a subsidiary of...more

16 Jul 2025 | Press release

Naoki Osada Launches Nebula17, a Global Creative Venture

Bridging Japanese Talent to the WorldBacked by Top Industry Leaders  Naoki Osada, former CEO of Avex USA, has launched Nebula17, a next-generation creative ecosystem that integrates label, publishing, management, international strategy, and venture capital under one roof. Headquartered in Los Angeles,...more

16 Jul 2025 | Press release

GigSalad Expands Roster, Pays Out $31.8M to Performers Since 2024

Boosted by strong growth and notable payouts to talent, the leading event talent platform is refreshing its design to help its diverse roster book more and better gigs. GigSalad, the largest online booking destination for event talent, is growing by leaps...more

16 Jul 2025 | Press release

Symphonic Distribution Expands European A&R Client Development Team with 5 New Hires

  Symphonic Distribution, a leading music technology and services company for independent labels, managers, and artists, has hired a team of A&R Client Development Leads to expand their presence in Europe. They include Thomas Williamson (Director, A&R & Client Development, EU & UK), Sander...more

16 Jul 2025 | Press release

Music Venue Trust Appoints Four New Trustees

Sammy Andrews, Richard Perry, Helen McGee & Adrian Norman Join Board    Music Venue Trust (MVT), the charity which represents over 800 UK grassroots music venues (GMVs), has announced the addition of four new members to its Board of Trustees. Bringing a...more

16 Jul 2025 | Press release

Orla Lee-Fisher named Head Of Dual Catalog Strategy at Warner Music Group

Experienced leader to champion catalogs represented by WMG across both Recorded Music and Music Publishing Orla Lee-Fisher has been appointed to the new role of Head of Dual Catalog Strategy at Warner Music Group (NASDAQ: WMG), crafting and leading campaigns for the company's...more

18 Jul 2025

  • Has pop music become stagnant? Kind of yes but also no (see Analysis)

  • Why are we still using Spotify? (see Opinion)

17 Jul 2025

  • TikTok launches TikTok Songwriter Features (see Digital)

  • EU Commission reportedly prepares ‘full-scale, four-month investigation’ into UMG’s proposed Downtown purchase (see Business)

16 Jul 2025

  • Lisa Nandy MP addressed the UK Music Summer Party (see News)

  • Building fandom is about the journey, not the destination (see Opinion)

15 Jul 2025

  • Industry calls for streaming sites to tag music created by AI-generated acts (see News)

14 Jul 2025

  • “Content is king” say analysts - so why is Spotify worth more than the entire music rights industry? (see Comment)

11 Jul 2025

  • Where’s the next wave of working-class rock stars? (see Features)

  • Populists vs. tech titans: The battle over AI and the future of music (see Comment)

10 Jul 2025

  • Can TikTok revive classic songs? A statistical analysis (see Analysis)

09 Jul 2025

  • UMG’s Michael Nash: ‘AI can be instrumental to the future of music’ (see Digital)

08 Jul 2025

  • In the post-music streaming era, do artists and labels give too much away? (see Comment)

07 Jul 2025

  • Songwriters ‘missing millions in royalties from more than 100,000 UK gigs’ (see News)

  • Merck Mercuriadis plots comeback with Hipgnosis remix (see Business)