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Gone are the days when watching videos meant being beholden to whatever was airing on TV. Today’s audiences have the power to decide what they watch, when, and on which screen, picking from an endless buffet of content that spans every format, purpose, and genre.
These choices look different for everyone. As audiences navigate a dynamic video universe that’s rapidly evolving, they curate their own personal video universes based on their unique lifestyle, needs, and interests.
So if a platform fails to meet their needs, they’ll simply disconnect from it. In fact, a recent Kantar study found that 33% of urban viewers in India identify as “cord-cutters” — audiences who no longer watch linear TV on their connected TVs, because it lacked content variety, personalisation, and flexibility.
For your brand to stay connected with audiences, you’ll need to understand how people make their video viewing decisions, in order to show up on platforms that make the cut. Learn what these modern rules of video engagement are, and how you can be where it matters to your audience to make connections that count.
See how the winners of YouTube Works Awards 2023 engaged viewers and drove results with a multiformat video marketing strategy.