Interactive Video: Users’ Strategies, Content Preferences and Barriers of Use

<p align="right">Dmitrieva Olga, 744j</p><p align="right">Faculty of Media Communications</p><p align="right">&nbsp;</p><p align="center"><strong>&ldquo;Interactive Video: Users&rsquo; Strategies, Content Preferences and Barriers of Use&rdquo;. Summary</strong></p><p>&nbsp;</p><p>This work is dedicated to the new media phenomenon &ndash; interactive video. The first deduction on which all further reasoning is based boils down to the fact that the object of the study (users strategies) is easier then it seems. The goal of the work was to find out which strategies of operation with interactive video exist. We assumed that these strategies might copy the strategies of operation with other means of content. All the conclusions of this study come from the possibilities to confirm this hypothesis.</p><p>During the work on this study the following stages were completed:</p><p style="margin-left:42.55pt;">&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The definition of interactive video was formulated (<strong>interactive video is technology of creating a video allowing a user to interact with the content directly while viewing and affect the content in any way</strong>);</p><p style="margin-left:42.55pt;">&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The classification of interactive video was established depending on their structure (5 structural types of video were found);</p><p style="margin-left:42.55pt;">&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; On the basis of such features as interactive video structure, type of interest and the variability of the plot was established <strong>typology of interactive video</strong>. All videos were divided into 3 main types: video - &quot;stream&quot;, video - &quot;game&quot;, video - &quot;text&quot;. Shopable videos were not included in any group, as their perception should not differ from the perception of linear video;</p><p style="margin-left:42.55pt;">&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Possible perception strategies of different types of interactive video have been described, by analogy with the perception of the type of information that these videos are copied (or recall);</p><p style="margin-left:42.55pt;">&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; To select the method of research the expert interviews were conducted with a few experts in the study of audiences;</p><p style="margin-left:42.55pt;">&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The experiment was conducted, during which we have seen how users interact with interactive video, and then analyzed their strategies of work with different types of video.</p><p>We can assume that all the collected information about this phenomenon at the moment has a certain value for researchers who are working on this issue in and for the creators of interactive video, if they seek to improve their product.</p>