In today’s crowded content landscape, understanding why people watch is just as important as knowing what they watch. The MRI-Simmons Content Drivers Study reveals the emotional and motivational drivers behind TV and streaming content consumption, helping content creators, programmers, advertisers, and agencies develop more resonant content and media strategies.
Understanding TV & Streaming audiences
What the Study Covers:
The MRI-Simmons Content Drivers Study explores the emotional motivations behind content consumption across TV and streaming platforms. The study measures viewing behaviors, content preferences, emotional drivers, fandom, discovery pathways, and audience attitudes to help organizations better understand what connects viewers to content and advertising environments.
Key Benefits for marketers:
- Understand the emotional drivers behind why people watch what they watch across genres, platforms, and viewing occasions.
- Enhance your analysis with more than 60,000 MRI-Simmons USA Study variables, connecting content preferences with media habits, lifestyle characteristics, and brand affinities.
- Develop smarter content, programming, audience, and advertising strategies by aligning experiences with the motivations that matter most to viewers.
- Activate high-value audience segments based on emotional drivers, fandom, genre preferences, and viewing behaviors.
The full Content Drivers Study explores:
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Emotional Viewing Drivers
- 85+ emotional motivations behind TV and streaming content consumption.
- Understand drivers such as escapism, inspiration, connection, curiosity, comfort, and entertainment.
- Identify the personal benefits audiences seek from their viewing experiences.
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TV & Streaming Behaviors
- Viewing frequency, platform usage, and content access methods.
- Streaming services, network apps, and FAST platform engagement.
- Viewing occasions, binge-watching habits, and content discovery behaviors.
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Genre Preferences & Fandom
- Analysis across 50+ TV and streaming genres.
- Favorite genres and fandom levels, from casual viewers to super fans.
- Activities and behaviors associated with audience engagement and fandom.
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Program-Level Insights
- Viewership and engagement across 450+ TV and streaming programs.
- Identify which shows best align with specific audience motivations.
- Support content positioning, programming, and advertising strategies.
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Viewer Mindsets & Content Discovery
- Understand the moods and mindsets audiences bring to viewing experiences.
- Examine how viewers discover new content through recommendations, social media, and advertising.
- Identify the factors that drive content adoption, engagement, and loyalty.
Download a free Content Drivers report to learn more.
