Short-Format Video Consumption: Evaluation of Key Quality and UX Aspects for Generation Z

Abstract: Short-format videos are becoming increasingly prominent in today's digital landscape. The widespread availability of smartphones with high-quality cameras, together with fast Internet connections, has not only made it easier for users to interact with the digestible short-format content, but also transformed the way we consume, experience, and interact with content. Video-sharing platforms like Snapchat, TikTok and Instagram capture the attention of millions of users daily with their short-format content, especially among people born around 1995 through 2010, commonly referred to as Generation Z. Born into this digital era, Generation Z has integrated short-format videos into their everyday lives. As this audience constitutes the majority of short-format video consumers, it becomes crucial to understand their user experiences related to the short-format video consumption. In addition, the user experience needs to be continuously reviewed to meet current consumer expectations and needs. This thesis aims to evaluate the user experience (UX) of short-format videos among Generation Z, by uncovering underlying motivations and purposes, video quality aspects of importance, as well as pain points experienced during consumption. To achieve comprehensiveness, the UX evaluation is systematically carried out using a developed UX Evaluation Framework, consisting of both qualitative and quantitative data gathering methods. Semi-structured interviews were first conducted, followed by quantitative video quality assessments of test videos, allowing for rich user insights. The UX evaluation reveals that a pleasant audio experience and video content are the most important aspects when it comes to short-format videos. However, the aspects stability and pleasant camera movements are among the most important in terms of video quality. In contrast, poor sound in videos was often found to ruin the whole user experience, regardless of the video quality. The study's findings provide recommendations aimed at improving the user experience of short-format content and suggests opportunities for future research.