Running Head: LOOKING AROUND: HOW AUDIENCES MAKE CHOICES Looking Around: How Audience Make Choices By Ava Karvonen Submitted to the Faculty of Extension University of Alberta In partial fulfillment of the requirements for the degree of Master of Arts in Communications and Technology 2016 LOOKING AROUND: HOW AUDIENCES MAKE CHOICES Chapter 1. Introduction ...................................................................................................................... 5 Chapter 2. Literature Review ............................................................................................................ 7 2.1 Moving Away From Traditional Television ..................................................................................... 7 2.2 Early research in this new paradigm .............................................................................................. 11 2.3 Research in the New Paradigm ......................................................................................................... 13 2.4 Audience Research in Europe ............................................................................................................ 17 2.5 Audience Research in Australia ........................................................................................................ 19 2.6 Broadband Delivery and Emergence of the Over-The-Tops ................................................... 20 2.7 Is TV Dead? ............................................................................................................................................... 22 2.8 The Problem of Discovery ................................................................................................................... 26 2.9 Future Research ..................................................................................................................................... 27 Chapter 3. Research Design and Methodology ....................................................................... 29 3.1 Rationale for Methods and Approach ............................................................................................. 29 3.2 Participant Selection and Recruitment Process .......................................................................... 30 3.3 Viewer-Tracking Log ............................................................................................................................ 31 3.4 Brief Overview of the Focus Group Plan and Survey ................................................................. 32 3.5 Analysis ..................................................................................................................................................... 33 Chapter 4. Findings: ......................................................................................................................... 34 4.1 Participant Profile: ................................................................................................................................ 35 4.2 Survey ........................................................................................................................................................ 35 4.3 Viewer-Tracking Sheet ......................................................................................................................... 36 4.4 Focus Group Sessions ........................................................................................................................... 36 4.4.1 Preferred Methods. .......................................................................................................................................... 37 4.4.1.2 Playback On the Personal Video Recorder ....................................................................................................... 37 4.4.1.3 Live TV. ............................................................................................................................................................................. 38 4.4.1.4 Watching at a Movie Theatre. ................................................................................................................................. 40 4.4.1.5 Streaming. ....................................................................................................................................................................... 41 4.4.2 Delivery Method. ............................................................................................................................................... 42 4.4.3 Advertising and Commercials. .................................................................................................................... 42 4.4.4 Cost. ......................................................................................................................................................................... 44 4.4.5 Bundles and Packages from Service Providers. ................................................................................... 45 4.4.6 Preferred Screen. .............................................................................................................................................. 46 4.4.7 Search and Navigation. ................................................................................................................................... 47 4.4.8 Search Engine Recommendations, Tips and Tools. ............................................................................ 48 4.4.9 Marketing Synopsis, Packaging, Trailers and Branding. .................................................................. 50 4.4.10 Word of Mouth, Reviews and Social Media. ........................................................................................ 51 4.4.11 Additional Criteria. ........................................................................................................................................ 52 4.4.11.1 Mood and Time Available. ..................................................................................................................................... 52 4.4.11.2 Location. ........................................................................................................................................................................ 52 4.4.12 Binge Viewing. ................................................................................................................................................. 53 4.4.13 The Future. ........................................................................................................................................................ 53 Chapter 5. Discussion and Analysis ............................................................................................ 55 5.1 Viewing is not Always Equivalent ..................................................................................................... 56 5.2 Challenges with Finding Shows to Watch ...................................................................................... 57 5.3 The Audience Wants Fewer or No Ads ............................................................................................ 57 5.4 Audiences Want More Choice and Control .................................................................................... 58 5.5 Choice and Platforms ............................................................................................................................ 58 5.6 TV is the Preferred Screen .................................................................................................................. 58 LOOKING AROUND: HOW AUDIENCES MAKE CHOICES 5.7 Methods People Like ............................................................................................................................. 59 5.8 Differences Between the Two Age Groups .................................................................................... 59 5.9 Discovering New Shows to Watch .................................................................................................... 60 5.11 Social Experience ................................................................................................................................ 62 5.12 Limitations ............................................................................................................................................. 63 5.13 Future research .................................................................................................................................... 64 5.14 Implications for Industry .................................................................................................................. 65 5.15 Conclusion ............................................................................................................................................. 67 References ............................................................................................................................................ 68 Appendix A – Viewer-Tracking Sheet ......................................................................................... 77 Appendix B – Informed Consent Form ........................................................................................ 78 Appendix C - Survey .......................................................................................................................... 80 Appendix D – Focus Group Guide ................................................................................................. 82 Appendix E – Survey Summary ....................................................................................................