In this unparalleled global second, individuals are turning to digital online video for extra good reasons than ever. Need an at-household exercise? An up-close-and-personal concert? A household-university sidekick? Digital online video has you covered.

For many years, the selection and accessibility of digital online video have pulled audiences away from standard Tv and toward streaming platforms. And while the rise of streaming was often envisioned, it looks to be accelerating.

As individuals who are deeply interested in knowing why and how individuals flip to on line online video, we’ve long been curious about the change to streaming. In truth, late past calendar year, we established out to acquire a nearer seem at how individuals use on line online video and to examine the psychological associations they have with various online video platforms, like streaming platforms like Hulu, social media platforms like Fb, and linear Tv. In partnership with media company OMG, we surveyed 2,000 individuals in the U.S., performed seventy five weeklong digital ethnographies, and hosted 15 in-household classes in which we observed people’s behaviors during the working day.

Then the pandemic strike. And presented its life-altering nature — and inevitable effect on people’s online video view actions — we prolonged our research. In the course of May well, we interviewed an extra 2,000 individuals.

Our monthslong process and analysis get rid of light-weight on the significant means online video is playing a role in people’s life. These are the three distinct themes that emerged.

In times of uncertainty, digital online video can be a wellspring of positivity

This calendar year has been tough on so quite a few fronts. A substantial vast majority of viewers have reported emotion anxious,1 which is no surprise. They also stated that they’ve uncovered joy and aid by way of online video: 79% stated streaming platforms make them pleased.2 As a person interviewee advised us, “If I’m getting a terrible working day, I’ll just set on a YouTube online video, and then I’m dying laughing, and it will make me experience so considerably improved.”