2017流媒体服务、游戏和媒体消费习惯报告（英文版）_20页-1mb

ThinkNow Media™ 2017 Summary

Core Content

This report from ThinkNow Media™ presents an analysis of Americans' media consumption habits, focusing on how streaming services and gaming are changing traditional TV viewing behaviors. It includes survey data from a nationally representative sample of adults aged 18-64, highlighting trends across different racial and ethnic groups.

Key Findings

TV Service Preferences

• Digital cable is the most popular type of TV service.
• Satellite follows digital cable in popularity.
• Streaming services like Netflix and YouTube are becoming as popular as live TV.
• Hispanics show a strong preference for Netflix.
• Asian-Americans are more likely to use YouTube for TV consumption.

TV Viewing Habits

• Fewer than half of Americans watch live network TV as their primary method.
• African-Americans are the most likely to watch live TV.
• Millennials (18-34) are the most likely to stream TV.
• Binge-watching is common, with Hispanics and African-Americans leading in this behavior.
• Asian-Americans are the least likely to binge-watch.
• Binge viewers prefer to watch an average of nearly 4 back-to-back programs.
• Streaming is expected to become the dominant method of TV consumption by 2020, with nearly 1/3 of consumers likely to stream most or all of their TV shows.
• African-Americans adopt streaming at a slower rate compared to other segments.
• Younger viewers (especially Millennials) are more likely to stream exclusively in the future.
• Females are more likely than males to watch TV mostly or exclusively via streaming.

Reasons for Switching to Streaming

• Lower cost and flexibility in viewing schedules are the main reasons for switching to streaming.
• For those who prefer cable/satellite, comfort is the primary reason.

Multi-Device Usage

• Using multiple devices simultaneously is quite common.
• This trend is consistent across all demographic segments.

Video Game Consumption

• Nearly half of adults have played a video game on their mobile device.
• Asian-Americans are the least prone to play video games.
• Females are more likely to play video games on mobile devices compared to males.
• Gamers are predominantly in the 18-34 age group.

Demographics Overview

Sample Profile

• Total sample size: 1,261
• Hispanics: 512
• Non-Hispanic Whites: 261
• African-Americans: 262
• Asian-Americans: 226

Age Distribution

• 18-34 years: 46% (Hispanics), 34% (Whites), 41% (African-Americans), 39% (Asian-Americans)
• 35-64 years: 54% (Hispanics), 66% (Whites), 59% (African-Americans), 61% (Asian-Americans)

Income Distribution

• Under $40,000: 43% (Hispanics), 27% (Whites), 47% (African-Americans), 23% (Asian-Americans)
• $40K – $79K: 33% (Hispanics), 29% (Whites), 29% (African-Americans), 26% (Asian-Americans)
• $80K plus: 21% (Hispanics), 36% (Whites), 18% (African-Americans), 42% (Asian-Americans)

Educational Attainment

• Not high school graduate: 4% (Hispanics), 4% (Whites), 5% (African-Americans), 2% (Asian-Americans)
• High school grad/GED: 18% (Hispanics), 15% (Whites), 22% (African-Americans), 8% (Asian-Americans)
• Some college/AA/Trade: 42% (Hispanics), 35% (Whites), 41% (African-Americans), 28% (Asian-Americans)
• BA/BS or higher: 36% (Hispanics), 46% (Whites), 32% (African-Americans), 62% (Asian-Americans)

Language Spoken at Home

• Spanish only: 10%
• Spanish mostly: 27%
• Spanish and English equally: 34%
• English mostly: 15%
• English only: 14%

Country of Origin

• Mexican or Mexican-American: 64%
• Puerto Rican: 12%
• Cuban: 6%
• Dominican: 3%
• Central American: 6%
• South American: 12%

Acculturation

• Less Acculturated: 20%
• Bicultural: 55%
• More Acculturated: 25%

Summary of Main Points

• Streaming services are rapidly gaining popularity and are becoming a significant alternative to traditional TV.
• Millennials are leading the shift toward streaming, while older viewers still favor live TV.
• Binge-watching is a common behavior, especially among Hispanics and African-Americans, and is linked to a preference for streaming.
• Asian-Americans are the least likely to binge-watch and are more inclined to use YouTube for TV content.
• Multi-device usage is widespread and consistent across all demographics.
• Video game consumption is more common among females and younger adults, with Asian-Americans being the least likely to play video games.
• Streaming adoption is expected to grow significantly by 2020, with African-Americans adopting at a slower rate.
• Cost and flexibility are the main drivers for switching to streaming, while comfort is a key factor for those sticking with cable or satellite.

Conclusion

The report underscores a significant shift in how Americans consume media, with streaming services playing a central role in changing traditional viewing habits. It also highlights the importance of understanding demographic differences in media and gaming behaviors to tailor marketing and content strategies effectively.