数字媒体趋势调查_数字消费者的新选择（英文版）_26页_5mb

Summary of Deloitte Digital Media Trends Survey (12th Edition)

Core Content

Deloitte's 12th edition of the Digital Media Trends Survey provides insights into the evolving preferences and behaviors of US consumers across five generations regarding digital media consumption, advertising, and technology adoption. The survey highlights the growing influence of digital platforms, the shift in consumer expectations, and the challenges faced by traditional media providers.

Main Trends and Insights

1. Streaming Video Crosses the Chasm

• Streaming as a mainstream choice: Streaming video subscriptions have crossed the 50% threshold for US households, with 55% now subscribing to paid streaming services in 2017, up from 10% in 2009.
• Consumer demand for flexibility and original content: US consumers now have access to over 200 SVOD options and subscribe to an average of three streaming services, spending $2.1 billion collectively on these services monthly.
• Time spent on streaming: On average, US consumers spend 38 hours per week watching video, with 15 hours (39%) streamed.
• Original content as a key driver: Nearly half of streaming subscribers value the original content offered by their providers. In 2017, 54% of streaming subscribers signed up for services to access original content.
• Recognition of streaming content: The 2018 Golden Globe Awards highlighted the quality and impact of original content from streaming services like Netflix, Hulu, and Amazon.

2. Pay TV Faces a Growing Value Gap

• Widening dissatisfaction: Nearly half of all pay TV subscribers are dissatisfied with their service, with 70% feeling they are not getting enough value for their money.
• Decline in pay TV penetration: Pay TV penetration fell from 75% to 63% in 2017, and 27% of those without pay TV canceled their subscriptions within the last year.
• Cord-cutting among MilleXZials: 16-22% of Gen Z, millennials, and Gen X households have never subscribed to pay TV and are unlikely to do so in the future.
• Bundling as a key reason to keep pay TV: 56% of pay TV subscribers keep their service because it is bundled with home internet access.

3. Emergence of the "MilleXZials"

• Combined group of Gen Z, millennials, and Gen X: These generations now exhibit similar digital media behaviors, leading to the term "MilleXZials."
• Streaming habits: 70% of Gen Z households, 68% of millennials, and 64% of Gen X households have streaming subscriptions.
• High frequency of streaming: MilleXZials stream more frequently than other age groups, with 70% of Gen Z and millennials watching movies weekly and 69% of Gen Z watching TV shows weekly.
• Mobile consumption: MilleXZials increasingly consume long-form content on mobile devices, with a strong preference for mobile data plans and OTT platforms.
• Binge-watching behavior: 91% of Gen Z, 86% of millennials, and 80% of Gen X binge-watch TV shows, with Gen X leading in the number of episodes watched per session.
• Gaming on mobile: Gen X leads in smartphone gaming frequency, with nearly half of them playing games at least once a week.

4. Personal Data as a Concern and Opportunity

• Growing concern for data privacy: 73% of US consumers are concerned about sharing personal data online and the risk of identity theft.
• Decreased willingness to share data: Willingness to share personal data for personalized advertising dropped by 10 percentage points in 2017, from 37% to 27%.
• Consumer demand for control: 73% of consumers would be more comfortable sharing data if they had visibility and control over it. 93% believe they should be able to delete their online data at will.
• Data exchange as a new value proposition: Consumers are willing to share data in exchange for personalized experiences and ads, but they demand transparency and protection.

Key Takeaways

• Streaming is reshaping the media landscape: It is becoming the preferred method of content consumption, with a growing emphasis on original content and flexibility.
• Pay TV is under pressure: The value gap between consumer expectations and what pay TV providers deliver is widening, leading to a decline in subscriptions.
• MilleXZials are driving change: This generation is a key driver of streaming adoption and mobile consumption, presenting both opportunities and challenges for traditional media providers.
• Personal data is a double-edged sword: While it is a growing concern, it also offers a new avenue for value creation through targeted advertising and personalized services.

Future Outlook

• Mobile video will continue to grow: It is expected to play a pivotal role in shaping the future of digital media, influencing business models and consumer behavior.
• Privacy concerns must be addressed: As consumers demand more control over their data, providers must adapt to these expectations to remain competitive.
• Regulatory and market forces: The pressure for data control is likely to be driven by both consumer demand and regulatory changes, such as those in the EU.

Conclusion

The survey underscores the transformative impact of digital media on consumer behavior and the business models of traditional providers. As streaming becomes more mainstream and data privacy concerns rise, companies must innovate, adapt, and provide value through new forms of content delivery and personalized services.