We set out to explore the many ways in which video content consumption has changed throughout 2015 and what this means for the consumers and the industry at large. To do this, we sampled over 1,200 U.S. consumers via an online survey to explore consumer attitudes toward video content and corresponding behavioral shifts and analyzed our results against similar studies we conducted in fall 2014 and fall 2013.
We also conducted two consumer focus groups; one focused on cord cutters and cord nevers and the other on traditional Pay-TV subscribers and cord trimmers.
Finally, we conducted a social listening campaign over a three month period which examined social media mentions and analyzed them for insight into how consumers consume video content.
Shifts in consumer values and preferences continue to fuel the evolution of video content as consumers increase over-the-top video offerings. This third annual report explores through new research consumer attitudes towards video content.
Consumer Intelligence Series, now in its 7th year, is PwC's ongoing consumer focused research through which we gain directional insights on consumer attitudes and behaviors in the rapidly changing media and technology landscape. Our findings reflect the intersection between an online survey, a series of focus groups, immersion sessions with industry specialists and an online listening campaign.