Responding to the Pandemic in a Streaming Environment
Leo W. Jeffres, David J. Atkin, Kimberly A. Neuendorf · 2022
Audience choices and behaviors do not exist in a vacuum, and the COVID-19 pandemic provided challenges as quarantines forced people indoors, theaters and public places closed, and work and school routines were disrupted. The 2021 Users survey was conducted to see how audiences coped when stuck at home. Media use in all forms appears to have increased, with increases as well among creative activities—posting videos and photos on social media, particularly among younger viewers. From the earlier study to the most recent surveys, streaming and subscription services multiplied and our respondents clearly took advantage of the opportunities. This chapter looks at which film genres seemed to see increased viewing as a result. We see that film and TV genre repertoires were greater among cable and satellite subscribers and those who used more streaming services. Viewing the moving image in various locations and modes was related to variety seeking, interest maximization and binge watching.