Summary

Grouse Films is a production company currently located in West Haven, Connecticut. We

will produce informational documentaries and short films about wildlife and other aspects of

nature. The films will primarily focus around educating viewers on an animal and conservation

issues they face.

The goal of Grouse Films are for us to be able to be consumed by all demographics,

especially those who are the most closely affected or influential to endangered species. For

example, the Blue-footed Booby documentary will be available for Ecuadorians to view for them

to be able to learn about the species. However, through market analysis, our films will focus

more towards an adult television audience who care about or are interested in animals.

Market Segmentation

Viewing Platform

Due to a variety of factors, viewers may prefer different forms of video consumption.

Therefore, to know where videos should be released, we should consider what the majority of

people prefer. According to Nielsen (Figure 1), 92.4% of adults use TV, either through their

actual television or through TV-

connected devices. Only 7.6% of

adults use PCs, smartphones, or

tablets. Therefore, we should focus

on releasing our films through

television.

Figure 1: “Over 92% of All Adult Viewing In The U.S. Is Done On the TV
 However, the cinema is a bit of an unexplored area. There are a number of documentaries

that are released that can only be seen through film festivals or online forms like Hulu, Amazon

Prime, and Netflix. A study in Scotland found that 30 - 40% of participants haven’t seen a

documentary in theaters before and 90 - 97% would like to see more documentaries there

(Hardie, Amy). Therefore, there is an audience outside of TVs and devices.

Age

We want our films to be received and understood by the majority of ages. According to

Nielsen's report on American Video Habits by Age, Gender, and Ethnicity (Figure 2), the

majority of TV consumption is by adults, which make up approximately 84% of the audience. If

we focus on the adult market, we’d focus our films mainly towards 50-64 year olds, who make

up 21% of the adult market and 25% of the entire market. Following adults, the highest age

demographic come from children

(11%) and then teens (6%). With most

of the audience being adults, the

content must be on their level of

understanding and not entirely aimed

towards children. However, with it still

being a profitable market, some jargon

can be sacrificed for children and teens

to understand and enjoy.

Figure 2: “American Video Habits by Age, Gender, and Ethnicity”

 As for the movies, the majority of

moviegoers are adults. However,

unlike television, the majority is 25-

34 years olds (Figure 3). However, it

is not an enormous between 35-44

years olds (17%) and 45-54 year olds

(16%). People aged 12-17 and 18-24

both share 15% of the market. The

smallest amount of people who make

up the movie audience are 55-64

year olds (12%), which is

approximately the age majority of

TV watchers, and 65-74 year olds

(6%). However, the older audience

Figure 3: “Popcorn People: Profiles of the U.S. Moviegoer Audience” attendance has been increasing every

year.

Generations

We want our films to be received and understood by all generations. The Nielsen Total

Audience Report: Q1 2017 (Figure 4) reported that the majority of television is consumed by

Generation Z taking up 26% of the composition. They are followed by Baby Boomers,

Millennials, Generation X, and finally, Greatest Generation. From this information, we can see

that a variety of generations watch television. Therefore, content and references should not make
sense to only one generation. While most of the generations are similar in size, the Greatest

Generation seems to be too small to completely focus on.

Figure 4: “The Nielsen Total Audience Report: Q1 2017”

Gender

Gender shouldn’t be a major factor for our audience. However, if we were to explore the

possibility of focusing our films towards a certain gender, women watch more TV than men by a

small amount. According to Figure 5, they only spend :37 minutes less watching TV. If we want

to advertise our films, we should focus on stations, sites, magazines, etc. with a large women

audience as we will most likely get more views.

Figure 5: “Game

Console Usage Helps

Close TV-Time

Gender Gap
 As for the movies, the attendance is very close with both making up 50% of the audience,

with some fluctuations by 1% each year (Figure 3). Therefore, showing documentaries at the

movies wouldn’t need the gender of the audience to be considered.

Ethnicity

The majority video audience consumption is by African Americans, who watch more television

than Caucasians watch videos all together. Caucasians are second for watching the most,

followed by Hispanic people, and then Asians (Figure 6).

Figure 6: “American Video Habits by Age, Gender, and Ethnicity”

As for movies, Caucasians made up 64% of the audience in 2012. They were followed by

Hispanics (18%), African Americans (12%), and Asians/Other (6%). From 2010 - 2012, the

percentages hardly fluctuate (Figure 3).

Income Figure 7: “The Total Audience Report: Q3 2015”
When income and

media use is compared,

those with lower income

use the most (Figure 7). It

can be hypothesized that

people who have more

income will go to movies

or watch TV more because

they have more money to

spare. Yet, according to

Nielsen, “roughly 46%

make over $75,000 a year

compared to 35% of the overall population. This means moviegoers probably have more

disposable income to spend” (“The Moviegoer Consumer: Income”). Surprisingly, this means

that lower income people are more profitable. It will work towards our goal as showing films

will help educate those who may not be able to afford higher education.

Psychographic Segmentation

Grouse Films’ productions will target an audience that is passionate about nature,

including endangered animals, plants, and ecology. We will also be focusing on those who enjoy

watching nature documentary for the visuals and information. From the previous study in
Scotland, the a little over 20% said they wanted documentaries to be informative and a little

under 20% wanted them to have visual quality (Figure 8).

Figure 8: Hardie, Amy

Behavioral Segmentation

Grouse Films’ target audience should be passionate about the environment, therefore, feel

compelled to help save it. They want to be educated on how they can save the planet and

different species. This means, we want our first feature film about the Blue-footed Booby to be

shown in Ecuador to educate the citizens on the species.

“Over 92% of All Adult Viewing In The U.S. Is Done On the TV Screen.” Over 92% of All

Adult Viewing In The U.S. Is Done On the TV Screen, Nielsen, 25 May 2017,

www.nielsen.com/us/en/insights/news/2017/over-92-percent-of-all-adult-viewing-in-the-us-is-

done-on-the-tv-screen.html.

Hardie, Amy. “Rollercoasters and Reality: A Study of Big Screen Documentary Audiences

2002-2007.” Participations, May 2008,

http://www.participations.org/Volume%205/Issue%201%20-%20special/5_01_hardy.htm

“American Video Habits by Age, Gender, and Ethnicity.” American Video Habits by Age,

Gender, and Ethnicity, Nielsen, 1 August 2011,

http://www.nielsen.com/us/en/insights/news/2011/american-video-habits-by-age-gender-and-

ethnicity.html

“Popcorn People: Profiles of the U.S. Moviegoer Audience.” Popcorn People: Profiles of the

U.S. Moviegoer Audience | Nielsen, Nielsen, 29 January 2013,

http://www.nielsen.com/us/en/insights/news/2013/popcorn-people-profiles-of-the-u-s-

moviegoer-audience.html

‘The Nielsen Total Audience Report: Q1 2017.” The Nielsen Total Audience Report: Q1 2017,

Nielsen, 12 July 2017, http://www.nielsen.com/us/en/insights/reports/2017/the-nielsen-total-

audience-report-q1-2017.html
“Game Console Usage Helps Close TV-Time Gender Gap.” Game Console Usage Helps Close

TV-TIme Gender Gap | Nielsen, Nielsen, 5 October 2012,

http://www.nielsen.com/us/en/insights/news/2012/game-consoles-help-close-tv-time-gender-

gap.html

“The Total Audience Report: Q3 2015.” The Total Audience Report: Q3 2015, Nielsen, 10

December 2015, http://www.nielsen.com/us/en/insights/reports/2015/the-total-audience-report-

q3-2015.html

“The Moviegoing Consumer: Income.” The Basics - Nielsen, November 2008,

http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2008/10/moviegoers-

are-wealthier-than-average.pdf