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Exploring the Market for Video & Content Viewing: A Segmentation Analysis

The primary goal of this research is to understand U.S. consumer behaviors and preferences around content access and viewing. Using advanced statistical methods including cluster/factor analysis, latent population segments are identified and driven by attitudes and behaviors relating to content access and viewing. Specific objectives include:

  • What devices are people using to watch, and what is the role of TV in the household?

  • What types of content do people watch?

  • What are bundling/ unbundling trends in accessing content?

  • How does age/stage impact behaviors, and what are other drivers of differences in behavior?


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