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May 8 / King Kaufman

AP study finds users hungry for video in their online news diet

Continuing on yesterday’s theme about the changing ways people consume news and information, including sports news, here is a report on a study commissioned by the Associated Press into video news consumption.

Titled “White Smoke: The new era for video news,” the report, according to the AP, “demonstrates the increasingly critical role of video in online news sites.”

You can request a free copy of the study at this link.

“First in-depth study into video news consumption reveals high levels of consumer demand,” reads the headline on the report, which, this being the AP, I’ll call a dog-bites-man headline. But there’s interesting stuff in the study, which was conducted by Deloitte with research by GfK. News consumers in the United Kingdom, Germany and Spain were surveyed.

This is from the study itself, which has U.K. spelling:

The growing popularity of online news is a reflection of the fact that news is a personal experience. A desire for personal engagement that is both fuelled and satisfied by online platforms that allow individuals to participate and customise their experiences … For all its convenience, live text cannot engage the news-seeker in the same way as video, whether it is watched on a large or a small screen.

The popular shift to using online platforms opens up interesting possibilities. A combination of professionally produced video and written journalistic content on news websites can be more engaging than TV or newspapers, with the potential to attract and retain loyal users. Our research also shows that it offers a unique way of accessing younger audiences who are often dismissed as lacking interest in the news.

This is nothing new if you’ve been paying attention to what Bleacher Report has been saying and doing recently. The online content business is increasingly mobile and increasingly visual. If you’re not thinking in those terms, if you’re thinking in terms of text articles with maybe a few photos to break up the paragraphs, the way it’s been for the last century or so, there are millions of potential readers out there with a message for you: A click on someone else’s story.