Youtube：Why We Watch 2.0-全球最有效视频内容研究报告-“高质量”视频内容指标分析（英文版）（32页）.pdf

1、WHY WE WATCH 2.0|INTRODUCTION1Beyond The Frame:How viewers perceive content qualityWhy We Watch 2.0ITALYWe love watching online video because the content feels like something that belongs to us.That was the conclusion of Why We Watch:Co-creating Culture,an investigation into the psychology of audio-

2、visual media consumption we published last year.That report looked into the underlying neuroscience,revealing insights into everything from the psychological motivations that drive viewing behaviour to viewers feelings about the economic model that supports the creative ecosystem.And now were back w

3、ith fresh research,exploring the relationship between content quality and emotional impact,and showing why YouTube is a great place for advertisers to connect with a receptive audience.About Why We WatchWHY WE WATCH 2.0|INTRODUCTION2IntroductionRecent years have seen a significant shift in the media

4、 landscape.Traditional gatekeepers have had to move over and make room,with viewers now having an equal seat at the table,setting the course of popular culture as they search,subscribe,comment,and ultimately curate their own personal media universes.We choose what we want to watch based on age-old d

5、esires:to feel connected,informed,entertained,or relaxed.But we also want to see quality.Quality is a critical variable in media.Its what makes the difference between time that feels wasted and time well spent.It isnt always an easy thing to define,but we seem to instinctively know it when we see it

6、.And when we find quality content,we tend to want to spend more time watching it,making the platforms that provide it even more valuable.Over time,the amount of content available to viewers has skyrocketed.There are now more channels,more talent both behind and in front of the camera,and more opport