德勤：2022年媒体消费者调查报告_39页_7mb

Media Consumer Survey 2022 Summary

Core Content

The 2022 Media Consumer Survey provides an in-depth look at how Australians across different generations consume media and digital entertainment, highlighting trends, challenges, and opportunities in the evolving media landscape.

Main Findings

Digital Entertainment Consumption

• Overall Trends: Consumer choice in digital entertainment has expanded significantly over the past decade, with a growing number of paid subscriptions across various categories.
• Subscription Growth: The average number of paid digital entertainment subscriptions per household increased from 2.3 in 2021 to 3.1 in 2022.
• Top Activities: The top three home entertainment activities are watching live free-to-air TV, browsing the internet, and watching paid TV/movie services.
• Subscription Saturation: 84% of Australian households now have at least one paid digital media subscription, with growth primarily driven by older generations.

Generational Insights

Gen Z (16-24)

• Average subscriptions: 4.5
• Monthly spend: $82
• News sources: Television, Social media, Digital news aggregators
• Social media usage: 8.1 hours/week watching video on social media
• Overspending: 61% exceed their target monthly entertainment budget

Millennials (25-38)

• Average subscriptions: 4.2
• Monthly spend: $84
• News sources: Social media, Television, Printed newspapers
• Social media usage: 7.7 hours/week watching video on social media
• Overspending: 61% exceed their target monthly entertainment budget

Gen X (39-55)

• Average subscriptions: 2.8
• Monthly spend: $56
• News sources: Television, Printed newspapers, Social media
• Social media usage: 5.1 hours/week watching video on social media
• Overspending: 61% exceed their target monthly entertainment budget

Boomers (56-74)

• Average subscriptions: 1.9
• Monthly spend: $43
• News sources: Television, Printed newspapers, Radio
• Social media usage: 1.1 hours/week watching video on social media
• Overspending: 61% exceed their target monthly entertainment budget

Matures (75+)

• Average subscriptions: 1.6
• Monthly spend: $47
• News sources: Television, Printed newspapers, Radio
• Social media usage: 0.5 hours/week watching video on social media
• Overspending: 61% exceed their target monthly entertainment budget

Subscription Management

• Subscription Juggling Act: Consumers are becoming more proactive in managing their media subscriptions, often switching services to find the best fit.
• Churn and Cost: 33% of consumers added a subscription in the last six months, while 31% cancelled one. Cost concerns are a major factor in subscription decisions.
• Ad-Free Preferences: 58% of consumers would pay for ad-free TV and movies, 48% for ad-free music, and 39% for ad-free sports.
• Ad Tolerance: 46% are interested in 12 minutes of ads per hour for a free subscription, and 44% are interested in six minutes of ads per hour for a $5-per-month subscription.

Social Media and UGC

• Social Media Growth: Daily social media consumption is on the rise, with 35% spending less than one hour and 68% finding social media interactions as rewarding as real-life ones.
• UGC Popularity: 59% of Australians watch more UGC now than six months ago, with 15% watching more than two hours daily.
• Social Media Influence: 43% of consumers are influenced by ads on free-to-air TV, 35% by ads on shopping websites, and 34% by ads on social media.

News Consumption

• Fragmented Consumption: TV news programs are the most frequent news source for 34% of respondents, followed by social media and newspapers.
• Trust and Quality: Perceived trustworthiness and quality of content are the top factors influencing news consumption.
• Diversity of News: 71% of consumers have access to news with somewhat diverse tone, coverage, opinions, and cultural representation. 18% find it highly diverse.

Sport Consumption

• Sport as More Than a Game: Sport remains a significant part of the media landscape, with 48% of consumers adding a subscription in the last six months.
• Post-Pandemic Recovery: Sport is experiencing a post-pandemic recovery, but it's still perceived as a male-dominated area.
• Subscription Trends: Sport is part of the subscription stack for many, with 48% of consumers adding a sport subscription and 35% cancelling one.

Key Insights

• Cost Concerns: With rising costs, consumers are more willing to trade off content experience for cost savings.
• Ad-Funded Models: The introduction of ad-funded models is gaining traction, especially in SVOD.
• Social Media Impact: Social media and UGC are playing an increasingly important role in content discovery and consumption.
• Generational Differences: Younger generations (Gen Z and Millennials) have higher subscription numbers and spend more on digital entertainment, while older generations are more budget-conscious.
• Trust in News: Trust in news sources is a critical factor, with a notable portion of consumers unsure about the reliability of information.

Conclusion

The 2022 Media Consumer Survey underscores a dynamic and evolving media landscape, where consumers are taking more control over their digital entertainment choices. The increasing number of subscriptions, combined with a growing tolerance for ads and a focus on content quality and trust, indicates a shift in how media is consumed and monetized. Social media and UGC are becoming integral to the media ecosystem, influencing both content discovery and engagement. As the market continues to evolve, media providers must adapt to meet the changing preferences and behaviors of their audience.