JB How do audiences consume music videos?

Audiences can consume music videos in two ways. These two ways are described as passive and active but these are also known as ambient and focused. An active audience will be more committed to what they are watching and will normally watch something specifically for the purpose of enjoying their favourite artist, whereas a passive audience will normally watch the television just because there is nothing else on or maybe in a social environment. Active audiences can be seen as committed whereas a passive audience may seem quite casual about what they are watching e.g. they may skip to the music channel when the adverts are on between their normal television show whereas an active audience will watch it to see their favourite artist. Focused viewing can be seen as primary consumption because it is the main reason why they are wanting to watch the television but an ambient viewer may use the television as a secondary consumption when at a bar or at work. Some examples of when an active audience would be watching music television would be when they want to see their favourite artist or a most recent music video.