Digital Media Trends Survey, 12 EditionDigital Media Trends Survey 13 The mobile video content...

Digital Media Trends Survey, 12th EditionKevin Westcott, Principal, Deloitte Consulting LLP www.deloitte.com/insights/digitalmediatrends

#TMTtrends

http://www.deloitte.com/insights/digitalmediatrends

Digital Media Trends SurveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 2Digital Media Trends Survey 2Copyright © 2018 Deloitte Development LLC. All rights reserved.

About Deloitte’s US Digital Media Trends Survey

This is the twelfth edition of research commissioned by Deloitte’s Technology, Media and Telecommunications (TMT) practice.

The global survey was fielded by an independent research firm across November and December, 2017, in the US and six other countries, and employed an online methodology among 8,287 consumers.

All data is weighted back to the most recent census data to give a representative view of what consumers and other respondents are doing.


The US survey focuses on five generations:The survey focuses on five generations:

Gen ZAge 14-20

Born 2002-1997

MillennialsAge 21-34

Born 1996-1983

Gen XAge 35-51

Born 1982-1966

BoomersAge 52-70

Born 1965-1947

MaturesAge 71+

Born 1946 and prior

29M

62M

69M

74M

23M

*2017 US Census Bureau — Population Division

US Interim Projections 2000-2050

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Copyright © 2018 Deloitte Development LLC. All rights reserved. 4

MilleXZials:The convergence of consumption behaviors


MilleXZials – 50 is the new 20!

Streaming Video Subscription

Stream Movies Weekly

% time watching movies on smartphone

Average # of episodes binged per session

Digital Media Trends SurveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 6

It’s all going mobile


Smartphone penetration for MilleXZials outstripped TVs, and is higher in value

Ownership Among Total US Consumers (%)

Value Among Owners(%)


Smartphones command consumer attention as well

Source: USA edition, Deloitte Global Mobile Consumer Survey, July 2017# of Smartphones Source: Statista, 2017

Millennials and GenX look at their phone more than

70 in a day

times

12 billion

Collectively we lookat our smartphones

times per day! 26%of consumers look at their phone

50 times in a day


What are MilleXZials doing with their smartphones?

13%15%18%

10%12%

12%

Gen Z Millennials Gen X

Nearly 30% of the time Gen Z and Millennials are watching movies on mobile devices

12%15%18%

11%13%10%


Similarly, nearly 30% of the time Gen Z and Millennials are watching TV shows on mobile devices

12%16%16%

11%11%9%


Even for sports, over 25% of the time Gen Z and Millennials are watching on mobile devices

34%35%34%

13%15%20%


Over 50% of the time Gen Z and Millennials are watching short-form content on mobile devices

Copyright © 2018 Deloitte Development LLC. All rights reserved. 10

An insatiable appetite for video content


Consumers are spending 38 hours a week consuming video content!

Q. During an average week, how many hours of video content do you consume per week?

Hours spent

consuming video

content each week

23 hr 16 hr 15 hr 21 hr 31 hr 30 hr

15 hr 22 hr 19 hr 18 hr 9 hr 4 hr

Broadcast TV

Streaming video

Gen Z MillennialsTotal Gen X Boomers Matures


Streaming services and original content are fueling the appetite

Average number of paid streaming service subscriptions by generation

of US Millennials have subscribed to access specific original content 59%

Consumers in US now have unprecedented choice with

over 200 SVOD options


The mobile video content viewed weekly by consumers increased significantly

Source: USA edition, Deloitte Global Mobile Consumer Survey, Aug 2016, July 2017Base: All smartphone owners aged 18-75 years, USA, 2016: 1530, 2017: 1634Note1: In 2016, the question was ‘Please state which, if any, you ever use your phone to do, which you use at once a week and which you use at least once a day.”Note2: The percentage for 2016 “Watch short videos” is obtained by adding “Watch short videos” and “Watch videos that play automatically on my social network”Deloitte Global Mobile Consumer Survey, 2017

2016 2017

Watch video news stories on news apps

Watch live TVStream films

and/or TV series


Binge watching continues to grow, led by Millennials

In a single binge sitting, Millennials watch an average of:

7episodes

6 hours

86% 42%

of US Millennials binge-watch

video contentof US Millennials binge-watch

every week

Digital Media Trends SurveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 15

It’s a social engagement


Gen Z and Millennials are nearly fully represented on social media, and most are highly active

95%

More than

of Gen Z and Millennialsare on social media.

75%

And over

of Gen Z and MillennialsCheck their social media daily.


Social Media drives purchases and content discovery for Millennials and Gen Z

Online reviewsare top influence for Gen Z and

Millennials buying decisions

Television ads 62 66 61

Online review or recommendation from someone within social media circle

60 74 78

Buying decision influence among Total U.S. ConsumersTop 3 Ranking (%)

Gen Z MillennialsTotal

67 59 55

61 65 55

40 54 56

65 70 58

64 55 48

41 52 58

Total Gen Z Milleninals Total Gen Z Milleninals

How viewers learn about new

TV shows moviesFriends or family

Television commercials

Social media


MilleXZials are most willing to engage with ads on their smartphone rather than TV

Devices to engage adsAmong U.S. Consumers

TV 30 20 31

Smartphone 39 37 38

Among Total U.S. Consumers (%)Summary of Agree Strongly/Somewhat

I pay more attention to short ads (under 10 seconds) than longer ads (30 seconds or above)

72 74 70

I pay more attention to an ad I can skip than an ad I cannot skip

56 56 52



Short and skippable ads are key to MilleXZial attention

of MilleXZials say they would respond to targeted ads

of MilleXZials say the mobile ads they receive are not relevant to them

70%

More than

60%


Brand perception can be driven by social media influence, especially among MilleXZials

46 54 55 48

of MillexzialsIf someone I follow recommends a brand, it improves my perception of the brand

of MillexzialsThink the number of followers a brand has on social media is a good measure of the value of the brand

Gen Z MillennialsTotal Gen X

Among Total U.S. Consumers (%)Summary of Agree Strongly/Somewhat

38 48 53 40

Gen Z MillennialsTotal Gen X

52%

46%

Digital Media Trends Survey 20Copyright © 2018 Deloitte Development LLC. All rights reserved.

Consumer personas


Key personas to differentiate behaviors across generations

Mobile-first innovators• Do not prefer appointment watching.

Want to consume content anywhere, anytime.

• Significant proportion of media consumption and interaction on smartphones.

Watch around 26 hours of streaming videoand 16 hours of live TV per week.

Late arrivals• Most prolific linear-TV watchers.

• Gradually moving towards digital-savvy groups backed by their mobile behavior.

Watch around 12 hours of streaming video and 30 hours of live TV per week.

Highly subscribed• The largest subscriber of paid

subscription services with an average of 8.

• Show the maximum willingness among all to pay for premium video services.

Watch around 17 hours of streaming video and 23 hours of live TV per week.

Lean-back streamers• Most likely to cancel pay TV in the

next 12 months.• Prolific streamers, but on flat-panel TV.

This group is ad-lergic. The highest users of ad-blocking software and prefer to engage ads on the TV.Watch around 22 hours of streaming video and 16 hours of live TV per week.

25% of the streaming video and

12% of Pay TV market by value. 32% of the streaming video and

30% of Pay TV market by value.





ACCOUNT FOR:

ACCOUNT FOR:

ACCOUNT FOR:

ACCOUNT FOR:


Personas based on consumer streaming and smartphone video viewing behaviors

By looking at the average ages of consumers in the Personas, we can see that Gen Z and Millennials behaviors exist across generations.

Average ages within Personas:

Mobile First Innovators – 33 years oldHighly Subscribed – 42 years oldLean-back Streamers – 41 years oldLate Arrivals – 43 years oldTraditional TV – 57 years old


For more information

Contacts

Kevin WestcottVice ChairmanUS Telco, Media & Entertainment Leader Deloitte Consulting LLP+1 213 553 1714 [email protected]

mailto:[email protected]

About DeloitteDeloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. In the United States, Deloitte refers to one or more of the US member firms of DTTL, their related entities that operate using the “Deloitte” name in the United States and their respective affiliates. Certain services may not be available to attest clients under the rules and regulations of public accounting. Please see www.deloitte.com/about to learn more about our global network of member firms..

Copyright © 2018 Deloitte Development LLC. All rights reserved.

This presentation contains general information only and Deloitte is not, by means of this presentation, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This presentation is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte shall not be responsible for any loss sustained by any person who relies on this presentation.

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