Research on video-sharing platforms: understanding audience experiences and motivations
OFCOM
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Key details
Procurement
- 79310000 Market research services
What happened
OFCOM awarded this contract to Ipsos UK worth £126,145 on 15 Jan 2026. The contract runs until 30 Sept 2026.
Description
Ipsos has been commissioned to undertake the delivery of a qualitative research project on video sharing platforms, focusing on YouTube. The key objectives are to:
1) To explore user experiences, motivations and decision-making on YouTube. This will look at understanding how users navigate the platform, what influences their viewing choices, and how they engage with different types of content.
2) To understand how users perceive and engage with PSB content on YouTube and how this compares to the other PSM content they already consume. This involves exploring the visibility and appeal of PSB content on YouTube by examining audience expectations around format, tone and relevance compared to other creators and influencers.
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View all →External ID: cf-ocds-b5fd17-fe172e18-eb0a-497b-8fee-4f6f64c70919 • Added 29 April 2026