Adobe-2017年各世代媒体和娱乐洞察报告（英文）-2017-21页-4mb

MEDIA & ENTERTAINMENT GENERATIONS REPORT SUMMARY

Overview

This report, published by Adobe Digital Insights in 2017, provides insights into the changing media and entertainment consumption habits of American consumers. It highlights trends in online media visits, the shift from traditional entertainment to digital platforms, and the increasing role of social media in news and sports consumption. The data is based on over 10 billion website visits and 1+ million social mentions from 2015 to 2017, along with survey results from over 1,500 US consumers.

Core Content

1. Online Media & Entertainment Visits Continue to Fall

• Overall visits to media and entertainment sites decreased by 5% YoY.
• 50% of visits in 2017 came from smartphones.
• Mobile growth has slowed, indicating that the industry has already been heavily mobile-oriented.

2. Consumers Turn Their Backs on Traditional Entertainment

• Traditional TV providers are struggling with declining visits, with poor growth since 2014.
• Two-thirds of consumers under 35 use online streaming services.
• Over one-quarter under 35 watch TV exclusively online, and another 30% plan to do so within two years.
• Over 40% of those over 35 do not plan to watch TV exclusively online.

3. Sports Fanatics Now Use Social to Follow Their Favorite Teams

• Sports media & entertainment sites saw a 50% drop in visit growth since 2015.
• 15% of consumers use social media as their primary source for sports news.
• Younger consumers are more likely to use social media for sports updates.

4. Consumers Prefer Google AMP over Media & Entertainment Apps

• 84% of media & entertainment companies use Google AMP, which is linked to a 50% loss of traffic for apps since its launch in 2016.
• Only 6% of consumers use apps as their primary source for entertainment news.

5. National News – the Last Man Standing

• National news sites experienced the highest YoY growth (+22%) among all industries.
• Smartphone growth for national news was 59% YoY and 80% since 2015.
• National news is most consumed during lunch hours (12pm – 1pm), with over 50% of consumption happening between 8am and 5pm.

6. Consumers Turn to Social Media as Their Primary News Outlet

• Facebook is the most commonly used platform for daily news across all age groups.
• Twice as many under 35 consume news through social media compared to those over 35.
• 35% of young consumers expect to increase their use of social media for news in the next year.

7. Facebook Paywall – Unlikely to Save Media & Entertainment Companies

• Despite Facebook’s paywall initiative, very few consumers are willing to pay for news through social media.

8. "Turn Off Your Cell Phone" Policies are a Real Turn Off for Young Movie Viewers

• Younger audiences are accustomed to multi-device, cross-channel entertainment consumption.
• Game of Thrones had 3.5 times more social mentions than Wonder Woman on its premiere day.

9. Half of Consumers Prefer to Watch Movies in the Comfort of Their Homes

• 80% of consumers wait for a movie to be released on video rather than going to the theater.
• More than half would watch more new movies if they could access first-run content at home.

10. 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.
• 75% prefer a 35” TV or larger for home viewing.
• 4K TV sales increased significantly, with 50% of all sold TVs in Q2 2017 being 4K definition.

11. Binge Watching is Crafters’ Preferred Entertainment Consumption Method

• Over 50% of 13-22 year olds prefer binge watching.
• Over one-third of those over 35 prefer watching one episode per week.
• Netflix is the most discussed channel for binge watching on social media.

12. MoviePass – the Netflix of Cinemas?

• MoviePass, a subscription-based movie ticketing service, attempted to replicate the unlimited streaming model of Netflix.
• The price drop from $50 to $9.95 per month led to a surge in social mentions.
• Social mentions on the day of the price drop exceeded the rest of 2017 combined.

Key Trends

• Decline in traditional media (TV, newspapers) and rise of digital streaming.
• Social media is becoming a primary news and sports source, especially for younger demographics.
• Google AMP is gaining traction, shifting traffic from apps to mobile pages.
• Home entertainment is preferred over going to the theater, with a preference for larger screens and 4K technology.
• Binge watching is a growing trend among younger audiences.
• Mobile devices are the dominant platform for media and entertainment consumption.

Main Findings by Age Group

Conclusion

The report underscores a significant shift in how Americans consume media and entertainment, with a clear move towards digital platforms and social media. Traditional TV and print media are losing relevance, while streaming services, mobile devices, and larger screens are becoming the norm. The decline in app usage and the rise of Google AMP further reflect this trend. Additionally, binge watching and home viewing are preferred by younger audiences, and social media is reshaping the news consumption landscape.