As promised, here are short descriptions of the 3 distinct categories that seem to be emerging on the internet video content circuit.
Snippets are short, quick to watch and whilst focused on the screen, people are often also multi-tasking – talking on an internet phone or emailing links to friends for example. (YouTube)
Boutique is about task-based viewing where content is instructional or helps with information gathering around keen interests. People who are in this mode have high attention levels because of their interest in the subject matter (Baby Channel, GolfBug.tv).
Catch-up online is longer form in broadcast programme lengths and tends to be viewed in a more relaxed mode. This activity is really where the computer takes on the role of the second TV. (4oD, BBC iPlayer)
Snippets
• Short form; from 5 seconds to 5 minutes
• Amateur content
• Social; shared, forwarded, watched with friends
• Mindset is experimentation, discovery, entertainment
• Anytime media – work, home, mobile
Boutique
• Mini videos; from 2 to 5 minutes
• Independent professional content
• Privately consumed; cult, niche, obscure, watched in private
• Mindset is task based
• Evenings, weekends in home
Catch-up
• Longer form; from 5 minutes to feature length
• Professional/owned content
• PC becomes 2nd TV; private, comfortable, relaxed
• Needset is functional/convenient
• Peak time in home
Source