NEW USERS

In view of the proliferation of content, channels and audiovisual platforms, the user's know-how and behaviour are key to assessing the future of the audiovisual sector.

There is a change in the consumer’s traditional roles. We are bearing witness to a shift in the role of the viewer, who is moving from a passive position to an active one, and from a unilateral to a bilateral relation. This change means that the consumer is now becoming the prosumer (producer + consumer).

Technology is making it possible to incorporate the interactive concept into audiovisual consumption routines. In other words, the possibility of participation is becoming a reality

We need to implement systems of measurement for the new platforms that will enable us to see how the users gradually incorporate the new forms of audiovisual consumption into their routines.

The questions posed regarding new users are tied to the definition of their socio-demographic profile, their consumption habits and the multiple roles that are adopted in each situation. Thus the NEXT #1 conference will set out to find the answers to the following questions:

What sets new users apart from traditional users?
What is the most suitable system of measurement for new audiovisual behaviour?
Are we looking at a generational phenomenon or a global phenomenon?
Can we classify the new users under a new category type?

The big challenge resides in analysing the new users, creating an in-depth image that enables us determine whether each screen has its own particular and unique users or whether all three screens share users with common traits.