Katselutavat

Katselutavat are the habitual patterns and preferences people display when consuming media content. They encompass what content is chosen, when it is watched, and through which devices, as well as the social and contextual factors surrounding viewing. Typical elements include genre preferences, preferred formats (live broadcast, catch-up, on-demand, streaming), viewing duration, and whether viewing occurs alone or with others, often with a second screen.

The concept covers both individual routines and group or household behaviors. In practice, katselutavat describe how audiences engage with media across different platforms—television sets, computers, tablets, and smartphones—and how viewing is scheduled or opportunistic. They also reflect modes of consumption such as binge-watching, serial sharing, and multitasking during viewing.

Katselutavat are studied to understand audience needs and to inform content production, distribution strategies, and advertising. Measurement relies on a mix of self-reported data (diaries and surveys) and digital analytics from streaming services, broadcasters, and set-top boxes. These data help researchers and industry players identify trends, such as the shift from linear television to on-demand viewing, the rise of mobile access, and the impact of recommendation algorithms on viewing choices.

Factors shaping katselutavat include age, gender, education, income, cultural norms, and access to technology, as well as platform ecosystems and content availability. Understanding katselutavat supports decisions on programming, scheduling, and targeting in a media landscape characterized by rapid technological change.