Planning 1 - Audience consumption

How do audiences consume music channels?

There are two main ways that audiences consume music channels:

Active consumption - Audience commits to actively picking a music channel. This type of consumption is also known as focused consumption. The audience specifically looks for and watched recent videos, favourite artists, specific programmes and music they don't buy. This type of consumption is attributed to music videos that are either narrative or concept based.

Passive consumption - Audience usually scans for soemthing they like rather than being loyal to certain channels. This type of consumption is also known as ambient, where music channels are usually played in the background whilst people are doing something else. Passive consumption also includes communal consumption, where people use music channels in the background at work, with friends or in a group atmosphere.