从开机到关机-了解流媒体电视体验（英）-31页

From‘PowerOn’to‘PowerOff’UnderstandingtheStreamingTVExperience++Thestreamers’journeytocontentismulti-facetedIsthereanynewWheredoIgotoWhatdoIneedtoshowout?findit?catchupon?Isanyshowleavingthestreamingplatform?WhatamIintheWhatsubscriptionsmoodtowatch?doIneed?What’spopular?Whataremyfriendswatching?+2RESEARCHOBJECTIVESProfileStreamingTVjourneystounderstand...•Moodandmotivations•Contentnavigation•Adreceptivity+3Methodology:StreamingTVDiariesGroup#Group#Group#RecruitedStreamingTVQualifiersMediaConsumptionLogAdReceptivity&ViewersFeedbackMusthavewatchedStreamingTVExploredstreamers'moods,Evenlyrecruitedweekendinthepast24hoursmotivations,andpathwaystoCollectedresponsesonandweekdaytoensureStreamingTVcontentthroughanopennesstoandperceptionsofrepresentativenessAges18+onlinediaryStreamingTVadsSurveyofferedinEnglishandSpanish4N=2,568+The‘PowerOn’Mindset+StreamerssitdowninfrontoftheTVinagoodmood,readytobeentertainedRelaxed34%CalmHappy15%ExcitedCurious73%#113%6%NostalgicTired3%BegintheirMotivatorforBoredStressed2%streamingwatchingAnxiousUpset12%journeyinaStreamingTVis84%%positivemood.teontbeertained.3%1%Totalaudience,n=2568+Q:Thinkbacktobeforeyoustartedyoursession.Whatwasyourgeneralmoodatthetime?–selectone6Q:Whichofthefollowingbestdescribeswhyyouchosethecontentyouwatched?–selectoneApositiveaudiencemeansareceptive...