White Smoke

The new era for video news in Europe

‘White Smoke: The new era for video news in Europe’ is a new in-depth study by Deloitte for The Associated Press.

Fieldwork was carried out by Gfk in 3 key European markets: Germany, Spain and the UK.

The report sets out to understand the role that video plays in the changing news landscape. It looks at consumer demand for video news content and the implications for broadcasters and online publishers.

Video news is no longer an add-on to a news story but rather is seen as an essential part of the news experience.

What the report found was an increased engagement with news across all markets. Video news is no longer an add-on to a news story but rather is seen as an essential part of the news experience in the eyes of consumers. The availability of video is often a deciding factor in their selection of news source.

Paul Lee, Global Director of TMT Research, Deloitte, talks about this first in-depth study into video news consumption.

In this context, ‘White Smoke’ suggests that news organizations need to challenge themselves to think about user journeys and new ways of serving up content online.

Published: 16 April 2013

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AP @ Digital Media Europe 2013

AP and Deloitte discussed the role of video in the content strategy of news organizations and presented new Deloitte research for AP on consumption of video news at the World Association of Newspapers’ Digital Media Europe 2013.

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