For my Innovation in Entertainment course, we started the semester by answering one of our pre-established questions regarding video consumption. Our investigation was on start/stop behaviors, meaning what causes someone to choose to begin watching something, and what might cause someone to stop watching. Ultimately, through conducting surveys, focus groups, and other methods of research, we determined that the only real thing that causes someone to either stop watching content or change their mind about starting a video is the opportunity to interact with real people in real time.
Linked below is the portion of the white paper that I wrote. We eventually took our findings and pitched a product concentrated on bringing in social interaction into the video infrastructure itself. Our idea (“Clubhouse”) is actually similar to what Teleparty (originally Netflix Party) ended up being, but ours had more social features mimicking parasocial behaviors surrounding video performed on sites like Twitter, YouTube, or Tumblr. The latter distinction was really important to our group, as part of what we were trying to negate was the often encouraged practice of dual screen viewing; if the viewer had the option to do these things on top of the video itself, especially with friends or followers, we proposed that these behaviors could be diminished.White-Paper-My-Portion