2024年数字媒体趋势报告英文版-德勤_33页_3mb

Deloitte’s 2024 Digital Media Trends report highlights the rapid convergence of streaming, social media, and gaming, reshaping the media and entertainment (M&E) landscape. Companies must adopt comprehensive strategies to navigate this transformation or risk being left behind by evolving consumer preferences.

The report reveals that M&E companies face significant challenges, including high costs and churn rates in streaming video-on-demand (SVOD) services. While US households spend an average of $61 monthly on four SVOD services, 36% of consumers believe SVOD content isn’t worth the price. Subscription price hikes are nearing their peak, with 48% stating they’d cancel their favorite SVOD service if monthly fees increased by $5. To retain users, SVOD providers need to enhance personalization, improve content discovery, and integrate social media and gaming into their platforms.

Social media is becoming a critical driver for content discovery and engagement. Platforms and creators act as "tour guides" and "tastemakers," influencing purchasing decisions more than traditional advertising. For instance, 54% of consumers say social media ads most influence their choices, compared to 18% for SVOD ads. Creators also help bridge audiences across media formats, with 54% of Gen Z and millennials reporting better recommendations from social media than from streaming services. However, SVOD providers still struggle with discovery challenges, as nearly 50% of users spend excessive time searching for content.

Gaming is a major area of focus, with 60% of Americans surveyed (across genders) spending 9 hours weekly on games. However, women gamers face barriers like harassment and stereotypes, leading them to prefer solo mobile games over multiplayer experiences. Only 29% of women engage with live service games, compared to 50% of men, and 69% of women favor simple mobile games. To tap into this audience, game companies must address inclusivity, create welcoming environments, and foster stronger partnerships with female creators.

The report underscores the importance of diversification in content and representation. Over half of Black consumers prefer media featuring people like them, while 70% of Black, Asian, multiracial, and Hispanic/Latino consumers prioritize diverse creative teams. LGBTQIA+ audiences also demand greater inclusivity, with 62% expecting on-screen diversity compared to 45% of others. Despite this, only 33% of consumers believe the M&E industry is inclusive, indicating a gap between expectations and current practices.

Generative AI is poised to transform content creation and distribution, enabling personalized experiences and new interactive possibilities. While 70% of respondents prefer human-written content, 42% acknowledge AI’s potential to deliver compelling media. Younger generations (Gen Z and millennials) are early adopters of AI tools, with 25% using them for text creation and 18% for image generation. AI could further blur the line between real and synthetic content, posing both opportunities and risks for the industry.

The report also emphasizes the value of fandom. Super fans—those deeply engaged with music, movies, games, or sports—spend more time and money on content, with 70% of households including these fans. To leverage fandom, M&E companies must create cross-platform experiences, such as game adaptations of popular IPs, and invest in inclusive storytelling. However, these fans face higher SVOD churn due to their multiple subscriptions, requiring strategies like bundled offerings and exclusive content to retain them.

Key challenges for the industry include adapting to a fragmented audience, competing with social media-driven engagement, and redefining business models beyond traditional pay TV. Success will depend on embracing personalized, shoppable, and socially integrated content, as well as fostering collaboration with creators and addressing demographic shifts toward diversity and inclusivity. The report advocates for reimagining media strategies to align with the evolving preferences of younger, more diverse audiences.

Methodology: Findings are based on a 2023 survey of 3,517 US consumers, weighted to reflect demographic trends. The report highlights the generational divide in media consumption and the role of technology in reshaping engagement.

Overall, the report stresses that the future of M&E lies in understanding and meeting the demands of a connected, diverse audience while leveraging emerging tools like AI to enhance creativity and personalization.