# Research on video-sharing platforms: understanding audience experiences and motivations

> A sourced UK public sector contract award published by OFCOM.

## Key facts

- Buyer: [OFCOM](/buyers/ofcom/contract-awards)
- Supplier: [Ipsos UK](/suppliers/ipsos-uk/public-sector-contract-awards)
- Award value: £126,145
- Tender value: £126,145
- Award date: 15 January 2026
- Published: 12 March 2026
- Contract start: 27 January 2026
- Contract end: 30 September 2026
- Stage: awarded
- Procurement category: services
- Notice ID: e6709559-46ed-4c6a-8560-9e52f2f9834a-888313
- OCID: ocds-b5fd17-fe172e18-eb0a-497b-8fee-4f6f64c70919

## 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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## Source

[View the original notice on Contracts Finder](https://www.contractsfinder.service.gov.uk/Notice/e6709559-46ed-4c6a-8560-9e52f2f9834a-888313)