adi media & entertainment generations report -- 2017
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MEDIA & ENTERTAINMENT
GENERATIONS REPORT ADOBE DIGITAL INSIGHTS 2017
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MEDIA & ENTERTAINMENT GENERATIONS | 2017
TABLE OF CONTENTSOverview03 Methodology17 Glossary18 Table 1: Home Entertainment Device19 Table 2: Sports News Outlet 20 News Table 3: Consumption by Social Platform
Insights04 Online Media & Entertainment visits continue to fall05 Consumers turn their backs on traditional entertainment06 Sports fanatics now use social to follow their favorite teams07 Consumers prefer Google AMP over Media & Entertainment Apps08 National News – the last man standing09 National News is the hottest lunch date for Americans10 Consumers turn to social media as their primary news outlet11 Facebook Paywall – unlikely to save Media & Entertainment companies12 “Turn off your cell phone” policies are a real turn off for young movie viewers13 Half of consumers prefer to watch movies in the comfort of their homes14 Bigger and better… now at home15 Binge watching is Crafters preferred entertainment consumption method16 MoviePass – the Netflix of cinemas?
MEDIA & ENTERTAINMENT GENERATIONS | 2017
METHODOLOGY Based on aggregate and anonymized consumer data comprised of over 10 billion website visits between January 2015 and
July 2017 in the United States Report based on 1+ million social mentions from August 2016 – July 2017 via Blogs, Facebook, G+, Reddit, Twitter, Dailymotion,
Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube Includes consumer information from the 2017 ADI US Media & Entertainment Survey, conducted between August 2 – 8, 2017
to over 1,500 US consumers about their behavior regarding Media & Entertainment topics.
Data from different Adobe Experience Cloud Solutions:
Visit our website: adobe.ly/AdobeInsightsSign up for email alerts: http://www.cmo.com/adiregister.htmlFollow us: @adobeinsights
MEDIA & ENTERTAINMENT GENERATIONS | 2017
Online Media & Entertainment visits continue to fall Media & Entertainment companies experience the worst traffic growth among all leading industries in the last year
Total Visits: -5% YoY Slow mobile growth reflects the fact that Media & Entertainment has led the mobile transformation for some time now
50% of all visits to Media & Entertainment sites in 2017 come from smartphones
MEDIA & ENTERTAINMENT GENERATIONS | 2017
Consumers turn their backs on traditional entertainment
Traditional TV providers struggle to keep up as consumerslook to online streaming and other types of entertainment –Traditional TV sees poor growth starting in 2014 and forward
US Media & Entertainment Survey 2017 Findings:
Two thirds of consumers under the age of 35 reportusing online streaming subscriptions to regularly watchtelevision. Online Cable, direct TV or satellite is theprimary method for half of those 35 years or older
Over one-quarter of those under 35 years are alreadywatching TV exclusively online, another 30% say theywill do so within the next 2 years
Over 40% of consumers over 35 years old don’tever plan to watch TV exclusively online.
As consumers turn to social media for sports news, Media &Entertainment Sports Sites suffer: Visit growth is down nearly50% since January 2015
US Media & Entertainment Survey 2017 Findings: 15% of consumers say their “primary use of social media is to post
about sports” Young consumers are more likely to turn to social media for sports
news Twice as many consumers under the age of 35 say social
media is the first place they go to look for sports newscompared to those 35+
MEDIA & ENTERTAINMENT GENERATIONS | 2017
Sports fanatics now use social to follow their favorite teams
Steady adoption of Google Accelerated Mobile Pages (AMP) enables consumers to have a better mobile experience which shifts trafficfrom apps to mobile pages – apps lose 50% of traffic since AMP is launched in February 2016
Nearly every Media & Entertainment (84%) company sees traffic from Google AMP Only 6% of consumers leverage apps (e.g., Flipboard, Apple News) as their primary entertainment news source (US Media &
Entertainment Survey 2017)
MEDIA & ENTERTAINMENT GENERATIONS | 2017
Consumers prefer Google AMP over Media & Entertainment Apps
National news leads in year over year (YoY) total growth of visits among all industries (+22%) and didn’t lose asmuch traffic on Desktops and Tablet as the average industry
Smartphone growth is up 59% YoY and 80% since January 2015 Prior year growth was 17%, indicating a strong interest in National News in late 2016 and early 2017
MEDIA & ENTERTAINMENT GENERATIONS | 2017
National News – the last man standing
MEDIA & ENTERTAINMENT GENERATIONS | 2017
National News is the hottest lunch date for Americans Over 50% of National News consumption is between 8am and 5pm and sites see highest volume of traffic at lunch time (12pm –
1pm) National News is not a bedtime activity – less than 15% of traffic is between 9pm and 11pm
Consumers show greater interest in National News In the last 5 years, average time on site has continued to increase – in 2017 average time is 6.5 minutes, compared to 5
minutes in 2012 (30% increase)
MEDIA & ENTERTAINMENT GENERATIONS | 2017
Consumers turn to social media as their primary news outlet
2017 Twice as many consumers under the age of 35
claim a majority of their news consumption isthrough social media as opposed to TV, newsplatforms, or newspaper
Looking Forward 35% of young consumers say their use of social
media tools for news content will increase in thenext year – consumers over 35 less likely to saytheir use of social media for news will increase inthe next year (<20%)
US Media & Entertainment Survey findings:Facebook is the most commonly used social media platform for daily news across all age groups
The best things in life are always free… In July 2017, Facebook announced the company will begin testing paywall, a program that better supports
subscription models and helps to fulfill the needs of their media partners – very few customers are willing topay for news through social media
MEDIA & ENTERTAINMENT GENERATIONS | 2017
Facebook Paywall – unlikely to save Media & Entertainment companies
Season 7 premiere of Game of Thrones, the most-watchedseason premiere for any HBO series to date, experienced almost3.5x amount of social mentions on premiere day compared tothe release day of Wonder Woman, the second highest grossingmovie in 2017.
US Media & Entertainment Survey 2017 Findings:
One-quarter of consumers under 35 years old state that usingsocial media while watching entertainment is critical to theirenjoyment of the experience – almost half of those over 35strongly disagree
1 in 5 consumers of high school age uses social media toprimarily post about TV shows
Those preachy pre-film commercials reprimanding millennials from using their mobile devices during movie viewing are a real ‘turn-off ’ for younger audiences who are accustomed to consuming entertainment while having a cross-channel, cross-device experience
MEDIA & ENTERTAINMENT GENERATIONS | 2017
“Turn off your cell phone” policies are a real turn off for young movie viewers
MEDIA & ENTERTAINMENT GENERATIONS | 2017
Half of consumers prefer to watch movies in the comfort of their homesMost popular device for home entertainment? Gaming devices, Smart TV’s and cable boxes are the most popular devices used to access entertainment at home among those 13-34 years
of age. Consumers 35+ most often use a cable box, Smart TV, or Blue-ray Disc playerSofas over Movie theater chairs Over 80% of consumers waited for a movie to be released on video rather than going to the theater in the last year More than half of consumers agree that they would watch more new movies if they could watch first-run movies from their home
MEDIA & ENTERTAINMENT GENERATIONS | 2017
Bigger and better… now at home Over one third of consumers believe screen size is the biggest differentiator between a movie and a TV show and over
75% ideally prefer a 35’’ TV or larger screen to view shows or movies while at home (US Media & Entertainment Survey2017)
Average screen size of TV shifted from 43 to 45 inches from 2016 to 2017: 4.5% YoY Nearly 50% of all sold TVs in Q2 2017 are 4K definition
MEDIA & ENTERTAINMENT GENERATIONS | 2017
Binge watching is Crafters preferred entertainment consumption method Over 50% of consumers between the age of 13 and 22 say they
prefer to binge watch TV series Over one-third of consumers over the age of 35 prefer to watch one
episode per week
Netflix is the most talked about channel on social media for bingewatching – activity spikes when new seasons of shows are released(ex: House of Cards)
MEDIA & ENTERTAINMENT GENERATIONS | 2017
MoviePass – the Netflix of cinemas? Streaming services such as Netflix and Spotify have gotten Americans accustomed to $10 a month unlimited home entertainment –
MoviePass attempts to give Americans an all you can binge buffet, but for movie theaters.
Consumers took interest on August 15th when thestartup announced the membership pricedecreased from $50 to $9.95 a month More social mentions on the day of the
release and the day after than the rest of 2017combined
MEDIA & ENTERTAINMENT GENERATIONS | 2017
GLOSSARYDefinitions04 Industry Average is composed of the following industries:
Retail & E-Commerce Travel & Hospitality Auto, Home & Life Insurance Automotive Banking & Investment Media & Entertainment (excluding National News) National News
05 Traditional TV Companies: cable content providers and satellite TV11 Paywall: requires users to pay to subscribe to the site for access15 Crafters: Generation Z (birth years ranging from the mid-1990s to the mid-2000s)15 Binge watching: consuming multiple episodes of a TV program in a row16 MoviePass: subscription-based movie ticketing service15 4K TVs: higher resolution televisions
High Schoolers: Age 13 – 17College Students: Age 18 – 22Young Professionals: Age 23 – 3435 and Older: 35+
MEDIA & ENTERTAINMENT GENERATIONS | 2017
Table 1: Home Entertainment Device
GamingDevice
Cable Box Smart TV Blu - Ray Roku Chromecast Apple TV Sling
High Schoolers
55% 39% 38% 25% 19% 11% 10% 4%
College Students
51% 29% 29% 20% 13% 11% 11% 1%
YoungProfessionals
46% 32% 41% 26% 16% 13% 14% 4%
35 and Above
18% 44% 31% 24% 20% 6% 7% 3%
What type of device(s) do you use to access entertainment at home? (US Media & Entertainment Survey 2017)
MEDIA & ENTERTAINMENT GENERATIONS | 2017
Table 2: Sports News Outlet
High Schoolers College Students Young Professionals
35 and Above
Television 27% 23% 27% 32%
News Sites 10% 11% 14% 11%
Social Media 24% 28% 17% 9%
Newspaper or Magazine
2% 3% 3% 6%
Apps 2% 5% 3% 4%
Which of the following outlets do you use for sports news? (US Media & Entertainment Survey 2017)
MEDIA & ENTERTAINMENT GENERATIONS | 2017
Table 3: News Consumption by Social Platform
High Schoolers College Students Young Professionals
35 and Above
Facebook 60% 55% 69% 49%
Twitter 39% 51% 41% 23%
Reddit 38% 41% 39% 35%
Instagram 25% 22% 26% 20%
Snapchat 22% 25% 16% 10%
Which of the following social media platforms do you use for news consumption? (US Media & Entertainment Survey 2017)