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Verizon Fios — StatSocial’s Guide to OTT Network Audiences

Sep 12, 2018 | Insights

(Be sure to check out this series’ introductory entry here.)

At the 2018 CES, Verizon announced plans to launch their own OTT service. This past spring they officially revised that proclamation, stating that they would be kiboshing those plans The company’s OTT strategy will apparently instead entail positioning the Fios internet service as the perfect cyberspace portal for cord-cutters. Instead of launching a Verizon streaming service, they’ve been seeking to find a partner among the established streaming networks willing to create a custom version of their service for the communications giant.

Lowell McAdam, the company’s CEO, was quoted in May as saying, “Our view is we should partner with those that are in the linear game.” Adding, “Let them be very good at what they do. We’ll add digital content to that mix, and we’ll position ourselves for where we become more of an over-the-top video culture versus the linear model that we have today.

McAdam also made it known that by the launch of the fourth quarter, rapidly approaching as it is, Verizon will know with whom they’ll be partnering. With exclusive content will probably come exclusive marketing opportunities, as well as (very possibly, at least) some exclusive sports content. Soon enough, that will all be known.

Including them in this survey, because of this, seemed appropriate and a strong demonstration of StatSocials capabilities however things play out.

The Basic Demos:

SEX

An explanation of how to read this chart, and all such charts you’ll find on the StatSocial platform: The bar in blue, and the percentage within, represents the social media audience being analyzed (in this case, fans of Verizon Fios). The bar in grey, and the percentage within, represents the baseline. For these entries, that is the average American social media audience. The index score to the right represents the degree to which the corresponding statistic for this audience is either in line with, exceeds, or falls short of the baseline. Index scores consistent with or greater than the baseline are in green, and those that are under-indexed are in red

Men are indexed beyond the baseline to an extent approaching one-and-one-quarter times.

INCOME

Fios fans find among their ranks a proportion of six-figure annual earners one-and-a-half times larger than that which you’d find among the average American social media audience. Over 68% of Fios’ audience earns $50,000 a year or more.

AGE

Those 18 to 24 are under-indexed, but not by a huge amount. The 25 to 34 bracket fall more dramatically short of the baseline. 35 to 44 and those ages 54 and up are over-indexed, but as with the youngsters their contrast to the baseline is not all that spectacular. The 45 to 54 age bracket, however, can be found here to a degree comfortably over one-and-one-fifth times greater than the average American social media audience.

BRANDS

We see a large number of America’s stalwart super brands most over-indexed here. Americans have loved Coca-Cola for a very long while. Such Americans are three times more likely to be found here — among Fios’ faithful — than among the average U.S. social media audience.

For those who enjoy their sugar and caffeine delivered in an even more direct fashion there is good old reliable Dunkin Donuts. To a degree exceeding the baseline by two-and-four-fifths times, the stalwart coffee & donut chain can find fans among this audience.

TV SHOWS

The Debbie Matenopoulos hosted, Hallmark Channel program, ‘Home & Family,’ finds admirers here to a degree exceeding the baseline by what is approaching 30 times. Those behind the ABC drama ‘Quantico,’ which just aired its final ever episode at the start of August, would be 14 times more likely to find fans of the FBI drama among this audience than among the average American crowd.

SPORTS TEAMS

While all under-indexed against the baseline (with New York’s two baseball teams — particularly the Yankees — both close to being in keeping with the average), the most prominently indexed sports teams to be found among this audience’s favorites favors North American leagues and teams. La Liga’s quite prominent Real Madrid and the English Premier League’s Chelsea F.C.

STATSOCIAL CLUSTERS

As you’ll find elsewhere on the StatSocial site, we explain StatSocial Clusterswith the words below:

About StatSocial Clusters

Our data scientists have modeled the entire US population into 200 unique clusters. Using billions of inputs for over 120M US consumers, we have segmented naturally occurring population clusters across distinct demographic and household types, personality traits provided by IBM Watson, combined with people’s passions, which we have sourced from their social activities online. For those familiar with traditional clustering models such as PRIZM, Personicx, Mosaic, and Tapestry, we believe this layer of social behaviors, which only StatSocial can offer, provides the richest possible insights into what motivates different types of people. We think you’re going to love the context our cluster analysis will provide.

You can click through here to read our descriptions of all 200 unique segments.

Here are the Clusters most highly indexed among the Hulu Live TV audience in contrast to the average American social media crowd:

From the above linked to page, here are the descriptions of each Cluster:

  1. A Bargain Around Every Corner (those belonging to this Cluster occur here to a degree exceeding the baseline by over nine-and-two-fifths times)
    Under the magnifying glass here is a group of 40-something, suburbanites, nearly rural, and 87% women. IBM Watson’s Personality Insights® says they’re Conscientious in the grand scheme, and fairly Agreeable. They are not at all Neurotic. Their shared affinities are a combination of food manufacturers, big box stores, and other companies known for producing or vending consumer goods for which affordability is a major selling point. Additional affinities include couponing, contests and giveaways, and discounts. Frugality is their common ground, or perhaps just good old fashioned common sense (and cents, but not so much scents… no one likes cheap perfumes or colognes).
  2. Windows, wins though (those belonging to this Cluster occur here to a degree exceeding the baseline by over nine-and-two-fifths times)
    Distantly suburban, bordering on rural, this group — 54% of whom are male — are in their mid-30s-to-early-40s. Enthusiastic about their technology, they forego the cult of Apple. It’s all Windows and Androids with this crowd. IBM Watson’s Personality Insights® tells us they’re less Neurotic than the average, and the outgoing would be found among this group to an even lesser degree. They are, though, notably Conscientious. Their shared affinities literally include Microsoft, Windows, T-Mobile, Samsung, Android, straight up just “computer and video games,” and so forth. They’re about their tech heavily, but they’re not elitist about it. Refreshing, really.
  3. Food Court Cult (those belonging to this Cluster occur here to a degree exceeding the baseline by nearly five times)
    Far outside of the city there exists a group, consisting of 69% women, in their late-30s-to-early-40s, who are least of all Open to new experiences, and most of all Agreeable. This, of course, according to our data when looked at through IBM Watson’s Personality Insights® tool. Where this lot may be prone to excess would be in the areas of salts, carbohydrates, and saturated fats. Even if it’s the increasingly common healthy alternative menu items they favor, though, this crew is bound by a love of the restaurant chains dotting roadside America (and frankly many of the rest of the world’s roadsides), and these franchises quickly and/or ready prepared, relatively affordable meals.
  4. Hooligantastic (those belonging to this Cluster occur here to a degree exceeding the baseline by over three-and-four-fifths times)
    This is a lot that lets their true colours (note the spelling) show when it comes to their love for the United Kingdom’s many fine association football — or, as we say here in the states, soccer — teams. Gary Lineker, Wayne Rooney, Arsenal FC, ‘Match of the Day,’ and more of the sort, all find themselves among the most highly esteemed preoccupations of this array of internet users. Open to new experiences most of all, but Agreeable to the least degree, IBM Watson’s Personality Insights® also tells us that they are measurably more Conscientious than they are Neurotic. So much for our assumptions about the average U.K. footie fan.
  5. A Leftward Slant(those belonging to this Cluster occur here to a degree exceeding the baseline by just about three-and-four-fifths times)
    This group resides so entirely within the city, the city practically resides within them. 53% male, and a mid-40s crowd. IBM Watson’s Personality Insights® has concluded from their analysis of our data that this cadre is not even a little Agreeable. Also, this lot is only a hair above moderately Conscientious, and not at all outgoing. But they are profoundly Open to new experiences, and virtually free of Neuroses. They’re liberals, or at least seem to lean that way. What we know for certain is that their shared affinities read like a what’s what and who’s who of the nation’s most prominent, leftward leaning newspapers, magazines, websites, and bloggers/columnists.
  6. Rustic Rasslin’ (those belonging to this Cluster occur here to a degree exceeding the baseline by just about three-and-one-third times)
    This assortment of largely dudes in their 20s and 30s enjoy what Vince McMahon, Jr. came to rebrand as “sports entertainment.” But you and we, and we’d bet most of those in this bunch, still call it good ol’ professional wrestling. Era-wise, they seem partial to wrestling from the 90s’ “Attitude Era” to the current day. Neurotic as they are outgoing, and neither to an especially excessive degree, IBM Watson’s Personality Insights® shows all other traits as not being dominant at all. What dominates is a love of men in tights grappling, with a storyline of intrigue and betrayal providing a backdrop for it all.
  7. That’s a Heck of a Lot of Tech(those belonging to this Cluster occur here to a degree exceeding the baseline by just about three-and-one-fifth times)
    These 67% male city-folk, in their 40s, are techies. Neither Agreeable nor Extraverted, they are, however, more Conscientious and Open than average. IBM Watson’s Personality Insights® adds they are also vastly less Neurotic than what’s typical. As we say, the common affinities that make of this melange a tribe? Tech. Websites and publications that report and provide reviews on the latest. The biggest companies in the digital world, as well as some of the biggest names (such as, Marissa Mayer or Bill Gates) can be spied among their mutual affections. Their interests seem broad and all-encompassing. The tech-centric are well-advised to spread their nets wide in these fast-moving times.

PERSONALITIES (courtesy of IBM Watson™ Personality Insights)

Among the vast many audience insights uncovered in every StatSocial report is an analysis of the personality types most prevalent in the audience our engine is being employed to analyze. The ability to derive these spectacularly useful and unique insights from our audience data comes via our proud partnership with IBM Watson™ and our integration of their Personality Insights tool into our reporting.

Personality Insights, in the case of its application to StatSocials audience insights, processes all the public online writings— on social media, blogs, message boards, comments threads, and so forth —of those comprising the audience being analyzed. Using sophisticated linguistic analytics, Personality Insights infers the characteristics of each audience member. Starting with the widely applied Big Five taxonomy of personality traits and psyche. From there Watson™ analyzes further, uncovering needs, values, and more.

Visit the IBM Watson™ Personality Insights website for more in depth explanations.

Five of the most highly indexed personality types to be found among the Fios audience fall under the Big Five category of Conscientiousness. Characterized in the context of the Big Five as a proclivity for being well-organized, dependable, disciplined, and being one who places a high premium on duty.

The Conscientious needs and values most prevalent among this group start with Cautiousness. From a marketing perspective, as is explained on the IBM Watson™ website which you can visit by clicking here, this does not mean that someone is timid or cowardly. It means, however, they may not be the person from whom to be expecting too much original social media content, and they are even less likely still to re-share the content of another. They are, however, among the personality types most likely to respond to marketing campaigns involving coupon redemption, and other sorts of direct brand interaction in keeping with the responsible. Their sorts can be found here to a degree in excess of the baseline by one-and-one-fifth times.

Armed with these insights — as with all other StatSocial insights — you can ascertain to what degree your message is already reaching your desired consumer type, whether or not you’d like to be reaching a different or additional audience, and finally where in the wilds of social media that audience-type — be they more of who is already connecting with your brand, or those you’d like to sway to your brand’s favor — can be found.

YOUTUBE CHANNELS

Addidas’ soccer-centric YouTube channel — featuring the brand’s assorted sponsored athletes, such as the globally beloved, Argentina-born superstar, Lionel Messi — finds viewers here to an extent exceeding the baseline by 14 ½ times. ‘Armada Music’ is not the official YouTube channel of Rod Torfulson’s Armada featuring Herman Menderchuck, but instead the official channel of the Dutch electronic music label which shares the channel’s name. Armada’s channel is also 14 ½ times more likely to find fans here.

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Watch this space, as this survey of the platforms most eager to get you cutting that cord has more to come.

You can snoop around the greater StatSocial Insights blog by clicking here.

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