2021年美国媒体消费报告（英）-25页_1mb

US Media Consumption Report 2021 Summary

Core Content Overview

This report provides an in-depth analysis of media consumption habits among different age demographics in the US in 2021. It highlights key trends in TV, streaming, social media, music, podcasts, and reading habits, offering insights for brands looking to tailor their advertising strategies.

Main Highlights

• Streaming overtakes live TV: For the first time since 2019, more Americans (83%) stream TV than watch live TV (81%).
• Decreased TV bingeing: Overall, time spent watching TV has reduced compared to 2020, and is still lower than pre-pandemic levels.
• News consumption drops: Only 32% of Americans regularly watch TV news, down from 46% in 2020.
• Demographics are key: The data is segmented by age groups (Gen Z, Millennials, Gen X, and Boomers), with detailed breakdowns of usage across various media platforms.

Key Media Consumption Trends by Demographic

Streaming TV

• Gen Z: 44% stream 3+ hours per day; 56% use Disney+.
• Millennials: 43% stream 3+ hours per day; 45% use HBO Max.
• Gen X: 29% stream 3+ hours per day; 62% use Netflix.
• Boomers: 17% stream 3+ hours per day; 53% use Netflix.

Social Media

• Gen Z: 59% spend 3+ hours per day; 61% use TikTok daily.
• Millennials: 57% spend more than an hour per day; 66% use Facebook daily.
• Gen X: 26% spend more than an hour per day; 62% use Facebook daily.
• Boomers: 27% spend less than 30 minutes per day; 70% use Facebook frequently.

Music Streaming

• Gen Z: 60% listen daily; 64% use Spotify.
• Millennials: 43% listen daily; 43% use Spotify.
• Gen X: 29% listen daily; 29% use YouTube Music.
• Boomers: 13% listen daily; 21% use YouTube Music.

Podcasts

• Gen Z: 37% listen at least once a week; 11% listen daily.
• Millennials: 45% listen at least once a week; 15% listen daily.
• Gen X: 25% listen at least once a week; 15% listen daily.
• Boomers: 60% never listen; 15% listen at least once a week.

Radio

• Gen Z: 19% listen a few times a week; 14% listen daily.
• Millennials: 61% listen frequently.
• Gen X: 41% listen daily; 35% listen weekly.
• Boomers: 35% listen frequently.

Reading Habits

• Newspapers:
  • Gen Z: 16% read weekly.
  • Millennials: 32% read weekly.
  • Gen X: 23% read weekly.
  • Boomers: 25% read weekly.
• Magazines:
  • Gen Z: 17% read weekly.
  • Millennials: 31% read weekly.
  • Gen X: 21% read weekly.
  • Boomers: 19% read weekly.
• Paid Content Subscriptions:
  • Gen Z: 25% have a paid subscription.
  • Millennials: 49% have a paid subscription.
  • Gen X: 31% have a paid subscription.
  • Boomers: 10% have a paid subscription.

Main Points by Age Group

Gen Z (Aged 18-24)

• Streaming TV: Most active, with 44% watching 3+ hours per day.
• Social Media: Most engaged, with 59% spending 3+ hours daily on social media.
• Music: 60% listen daily, with Spotify as the most used platform.
• Podcasts: 37% listen weekly, with 11% listening daily.
• News: Least likely to consume news regularly.
• Gaming: 82% play daily; 26% play once a week or more.

Millennials (Aged 25-40)

• TV: Watch live and streamed TV; 54% watch comedy most frequently.
• Podcasts: Lead in podcast consumption, with 45% listening weekly.
• Reading: Most likely to read newspapers and magazines.
• Social Media: 66% use Facebook daily; 51% use YouTube weekly.

Gen X (Aged 41-56)

• Live TV: Most active, with 44% watching 3+ hours daily.
• Radio: 41% listen daily; 35% listen weekly.
• Reading: Ditch physical publications for digital; 23% read newspapers weekly.
• Social Media: 62% use Facebook daily; 42% use YouTube daily.

Boomers (Aged 57-65)

• Live TV: Watch 3+ hours daily; 55% watch news most frequently.
• Radio: 65% listen frequently.
• Reading: 25% read newspapers weekly; 19% read magazines weekly.
• Social Media: Least active, with 27% spending less than 30 minutes daily.

Key Takeaways for Brands

• Streaming services are becoming the dominant medium, especially among younger demographics.
• Social media usage varies significantly by age, with Gen Z being the most active.
• News consumption is declining across all demographics, with Boomers still the most engaged.
• Gaming is a major activity, especially for Gen Z and Millennials.
• Podcasts and audiobooks are less popular among older generations.
• Digital content subscriptions are growing, with Millennials being the most likely to subscribe.

Conclusion

The 2021 US Media Consumption Report highlights a shift in media preferences, with streaming and digital platforms gaining more traction. Brands should consider these trends to effectively reach their target audiences across different age groups.