Long-form TV content -- live, linear TV, ad-supported or subscription streaming TV --  is still very premium, according to new DirecTV research.

In addition, it says two key young TV/streaming audience groups over-index in purchasing a product or brands when it comes to watching long-form content.

The broader picture shows over 90% of viewers say long-form content -- scripted TV series, movies, as well as sports and unscripted TV --  is the “gold standard of premium” content. Another 90% believe long-form programming is a “valuable use of their time.”

The research shows that ‘attention and consideration” attributes are high for this premium content. Sixty-six percent of viewers say they purchased a product they initially saw on long-form premium content.

But what specific long-form content is key? That depends. 

Among 3,000 respondents ages 18-74, DirecTV said that by far the largest group of respondents to the survey (56%) was those "Blockbuster Buffs" -- older, mostly female viewers who consume a high quantity of premium content. This means going to movie theaters, seeing top TV drama series and documentaries. 

Next comes "stream elites" (18%) -- young Gen Z consumers, who focus on social media as well as TV/streaming sitcoms and comedies.

"Live thrill seekers" (14%) are heavily male-skewing viewers with a big appetite for sports and live award shows.

Two much smaller groups are younger audiences looking for connection with social media or other platforms -- "real life enthusiasts" (6%) and "joy chasers" (6%). 

"Real Life Enthusiasts" are either Gen Z-ers, millennials, or young parents (with children 18 years and younger), those interested in social content/reality series. They skew mostly urban.

"Joy Chasers" are slightly older millennials or young parents  (with children 18 years and younger), who like stand-up comedy, sitcoms and talk shows, also skewing urban.

Brand executives take note:  Two of the younger groups -- "live thrill seekers" and "real life enthusiasts" -- over-index, at 75% and 73%, respectively, when it comes to purchasing a product/brand "while watching premium" content.

DirecTV says the percentages provide an understanding of what "proportion of respondents [who] selected a specific scale/ statement/brand" without factoring in how they compare with the total market or to other respondents.