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Today’s Entertainment Drivers are watching Online Video.

Today’s Entertainment Drivers Are Watching Online Video

The audience Erick Hachenburg is referring to as “Entertainment Drivers” are the 18-34 year olds who adopt technology early, become enthusiasts and influencers.

Their tastes and preferences typically have a dramatic impact on entertainment choices, media consumption patterns and consumer purchasing trends across demographic groups. They define pop culture and determine breakout hits. Their consumption of online video today has immediate and long-range implications for brand advertisers.

They’re not watching traditional network or cable channels. They have no cable service generally and watch TV on their computers or portable devices. A good summary of what today’s influencer are doing and why:

WHY: Short professional online videos rival TV shows in entertainment value, with 31% of respondents finding them equally or more entertaining than watching full-length TV shows on a television.