iminds villasquare evaluation ibbt-smit
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11/04/2023 1
MediaSquare and the curious case of Villa Vanthilt
Ike Picone
Senior Researcher
Ibbt-Smit
11/04/2023 2
First of all…
Study report available on the VRT-Medialab website
11/04/2023 3
Second of all…
We do no market research.
We do not hire consultants.
“
“
11/04/2023 4
ask questions to Marcel, Marijke and/or guests
read co-viewers’ messages
discuss VV with co-viewersdiscuss VV with your ‘friends’
Core = interactive TV platform
Pop.: 11%
Part of: ITV-families
Context: family watchersUse: fan watchersVS: active usersCommunity: friend-basedContribute: hosts&guestScope: entertainmentAttention: focussedPlatform: fb
Meet…
The Watchowskys
“Son, tell Marcel to offer Arno a dubble scotch… He’ll be back soon.” (laughter)
Pop.: 31%
IDcard
Part of: TV-Commentors
Context: diverseUse: dedicated watchersVS: active usersCommunity: open + friend-based Interact: hosts&guest + coviewersScope: informationAttention: spreadPlatform: vs - fb - tw
Meet…
Edward Speakoutsky
“@thewatchowskys actually, Imet him in a bar once. His favourite drink is Cuba Libre!”
Pop.: 40%
Part of: Explorers
Context: diverseUse: occasional watchersVS: explorative usersCommunity: not outspokenInteract: no clear pattern (+)Scope: curiosity Attention: no clear pattern (+)Platform: not outspoken
Meet…
EddaFindoutsky
“Hi everyone! I love Arno!Greetings from Edda!”
Pop.: 18%
IDcard
Part of: Anti-fans
Context: diversUse: non-watchersVS: non-usersCommunity: detached Interact: hosts&guests (-)Scope: dissatisfaction Attention: no clear pattern (-)Platform: not outspoken
Meet…
Willa & Wilbur Notsky
“Arno is a disgrace! As is this whole show.”
11/04/2023 10
And their mindset(s)
INTERACTIVE Impact Friends Entertainment Focus on first screen Immersive
PARTICIPATORY Discussion Co-viewers Information Focus split over two screens Parallel
11/04/2023 11
The future (of TV) will be… Diverse!
Develop taking into account segment/program/genre…
Interactive more than social develop real-time interactive formats rather than
social platforms
A balancing act develop for one segment without teasing the other
11/04/2023 12
And now for some mind blowing facts!
11/04/2023 13
SNS influence
53% of VS-users agreed that if people talk good about a program on SNS, they will watch it.
11/04/2023 14
What kind of progams need VS? The Watchoskys: talk shows, news programs
and news magazines
The Spikoutskys: quizzes, stand-up comedy, music shows and sitcoms
11/04/2023 15
Why use a certain platform?
64% because of its specific features 28% because they’re used to it 5% because of their network 2% because of the quality of other comments
