There is a growing interest in the potential value of content-driven requirements for increasing the perceived quality of audiovisual material and optimizing the underlying performance processes. However, the categorization of content and identification of content-driven requirements is still largely based on technical characteristics. There is a gap in the literature when it comes to including viewer and content related aspects. In this paper we go beyond purely technical features as content classifiers and contribute to the deeper understanding of viewer preferences and requirements. We present results from a qualitative study using semi-structured interviews, aimed at exploring content-driven associates from a bottom-up perspective. The results show that users‚Äô associations, requirements, and expectations differ across different content types, and that these differences should be taken into account when selecting stimulus material for subjective quality assessments. We also relate these results to previous research on content classification.
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