Abstract. Video content recommenders are becoming wide spread in the age of ubiquitous access to the internet and web 2.0. But how does the context of video consumption effect content preference? This paper argues for a greater understanding of the impact of viewing context upon preference adaptation in the new age of multi platform, mobile video entertainment. This paper advocates an approach which investigates preference adaptation from the perspective of users self moderating content choices in response to perceptions of the current viewing context. The author suggests ethnographic study of naturalistic content consumption behaviours as a possible methodology to uncover insight into this area, which could inform design requirements for future video recommenders operating in cross context environments
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