Research: Video Cluster Analysis

In Q2, 2021, Broadbeam conducted a proprietary survey to better understand pandemic-related shifts in media behaviors. We used this data to inform a hierarchical cluster analysis of the variables regarding video platform and genre viewership to distinguish a set of lifestyle clusters.

Four mutually exclusive clusters emerged, which we’ve named “Family Man Dan”, “Moderate Monica”, “Concerned Cori” and Old Habits Harry.

Group One, Family Man Dan

Family-Man Dan, the most male-leaning cluster (85%), is likely 30-44 years of age (64%), and living at home with children (82%). FMD is gainfully employed, in a household making over $100K (63%) and spends his time escaping into sports and rewatching his favorite shows. Family-Man Dan is also the cluster that’s least worried about COVID.

Group Two, Moderate Monica

Moderate Monica, the most female-leaning cluster (73%) would choose “her” favorite streaming subscription, if she could watch only one type of video. She splits her content watching between light and fun comedies and reality TV, and shows the most interest across a range of audio.

Group Three, Concerned Cori

Concerned Cori is more likely to be Hispanic (30%) or Black/AA (13%), living at home with parent(s) 24% or renting an apartment (if not back at home). She’s consuming the least linear TV content and the least media overall, finding social video to be fun and relaxing. Her feelings about COVID remain uncertain, leaning towards safety concerns for airline.

Group Four, Old Habits Harry

Old Habits Harry had the least amount of change in “his” life, remaining loyal to linear TV and news, in particular, keeping in line with the older skew of this group (65% over 60; retired; kid-free.) Not from the “tryers”, 83% of OHH have never watched a live stream.

All Together Now

Demographically, a comparative look at all four clusters illustrates the age disparity among OHH (red), the male skew of FMD (blue) and the female skew of MM (green), CC (purple), and OHH (red). Looking at home ownership, OHH and FMD are most likely to own, MM is somewhat split, and CC more likely to rent. And while, FMD is overwhelmingly employed, and MM is more likely to have a job, less than half of CC, and just about a third of OHH are working.

For video usage, OHH ranks highest for only linear TV. Otherwise, FMD and MM share the top two spots, followed by CC.

Anxiety/Hope

These clusters had different reactions to both anxiety and hope in the pandemic, with MM being the most anxious, but feeling much more hopeful going into 2021. While CC have seen only slight changes in anxiety since Spring 2020.