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
Group Two, Moderate Monica
Group Three, Concerned Cori
Group Four, Old Habits Harry
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.