The need states of TV and video viewing

When we access video content, we do so to satisfy a specific need and these needs shift throughout the day. In the morning, we may seek the latest news to stay connected with the world. By the afternoon, we might look for a distraction from work or daily tasks. In the evening, we often turn to content that helps us unwind or create a shared viewing experience with loved ones.

These different motivations for watching TV are known as need states, and they are becoming increasingly important in planning effective TV advertising campaigns.

Understanding TV Viewing Need States

Research conducted by research and strategy consultancy, MTM identified eight distinct need states that drive video consumption, along with the average percentage of time viewers spend in each state.

Some examples of the above are:

Unwind: This need state is most common in the evening, typically in the living room on a TV set. Viewers seek programming that isn’t mentally taxing, helping them relax after a long day.

Comfort: These are programs we watch with family or housemates, often as part of a routine. Whether it’s a weekly movie night or tuning in to a favourite game show, comfort viewing tends to involve widely appealing content like films, soaps, or reality TV.

In Touch: Staying connected to news, politics, and social events falls into this category. Older audiences tend to prefer live news broadcasts, while younger viewers (16-34) may opt for on demand documentaries. A significant portion of this viewing happens in the morning.

Experience: This is about a shared experience and excitement such as watching something live as part of a national or global event. Major sporting finals or TV competitions like Britain’s Got Talent fall into this category, creating a collective viewing experience.

Escape: Immersive, high quality content such as premium dramas and blockbuster movies define this category. These “must watch” programmes allow viewers to escape into a different world.

Indulge: Focused on personal interests, this need state can include niche hobbies or guilty pleasures. It’s often a solo viewing experience and forms part of a viewer’s “me time.”

Do: Practical and task oriented, this need state includes tutorials, how-to videos, and educational content. YouTube dominates here, as viewers seek quick, functional content, often on a mobile device rather than a TV set.

Distract: These are the ‘filler’ videos that provide instant gratification to alleviate boredom or provide a break from other tasks. These programmes are usually short format and have content that lifts our mood. Social Media is a prime example of this type of content but it could also be TV clips or gaming. The audience is predominantly younger with almost half watched on a device.

Why Live TV Still Matters

With data driven insights, we can better understand which platforms serve each of these need states. The chart below illustrates how live TV remains a dominant player in satisfying many of these needs, proving its relevance in an evolving digital landscape.

As advertisers, recognising these viewing behaviours allows for more strategic TV campaigns that align with audience motivations. Whether it's the shared excitement of a live sports final or the relaxing familiarity of an evening drama, TV continues to be an essential medium for reaching engaged viewers.

To find out more, or to book an informal 30 minute chat, contact hello@tvadswork.com