Audience Research: Audience Behaviour

Audience Behaviour Research

My target audience is made up of socially conscious, 16-25 year olds in the middle to upmarket demographic. 

My research in to audience behaviour suggests that platforms of consumption within the music industry have changed drastically with the invention of new technologies. My research

has shown that the way modern audiences consume content has completely shifted from buying hard copies such as CD’s or records, to streaming platforms such as Spotify as the invention of easy to use and always accessible apps has lead to people rarely owning hard copies of music. This article suggests that music needs to be available online and in apps for the modern audience to listen to it. https://econsultancy.com/the-impact-of-technology-and-social-media-on-the-music-industry/  This does not answer where my target audience would go to view music videos, which is the main focus of my research, however, it makes it clear that I need to make my music video easily accessible at all times.

I have found that the most common ways for audiences to view music videos are on sites such as YouTube and Vevo, the artist’s website and sometimes through music TV programmes however this is less likely as the audience cannot choose the music videos that are shown. Another new way for audiences to view music videos is through IGTV, which is essentially another aspect of Instagram where longer videos can be posted for everyone to view. This is a modern development and shows how important social media is in the music industry as it provides a platform for artists to share and promote their music. This research is helpful as I know most 16-25 year olds would have Instagram and I now know this would be a good way of targeting my audience specifically. 

I still want to know more in depth how and why my target audience consume music videos so I will use my focus group to answer these questions:

How often do you watch music videos?

How do you access music videos?

Would you purchase the music after watching a good music video?

Do you plan on watching music videos when the are released?

Do you watch music videos for the video or just for the song playing in the background?

Do you have a favourite music video - if so what and why?

What is your favourite aspect of a music video?