Choosing Content - Video Viewing project analyzes the use of digital media and its impact on the market for consumer electronics, packaged media, and entertainment services. It reveals the decision processes for consumers and the key variables in choosing what to watch, how much to pay, and on what platforms to access their content.

It aims to discover which options consumers consider first when looking for content, what factors trigger an immediate purchase versus a delay in viewing, how quickly DVDs and Blu-ray will give way to electronic formats, and the extent to which OTT providers will displace pay-TV services and VOD offerings.