What motivates an audience to tune in to a new TV show? At a time when people have more choice than ever but feel like they've never had less time, viewers carefully consider a show's many dimensions before committing. Understanding a show's plot or storyline is the biggest factor in deciding whether to watch. This study looks at the decision journey of a thousand viewers to help marketers understand how online — and online video in particular — helps build viewers' confidence in a new show.

June 2013