2018在线娱乐趋势（英文版）-2mb

报告摘要

GWI Entertainment Q3 2017 Summary

Core Content Overview

This report provides an in-depth analysis of online entertainment behaviors, focusing on video, music, and gaming consumption across different regions and devices. It also explores the evolving relationship between broadcast and online TV, the impact of entertainment on consumer-brand interactions, and the potential for brands to leverage entertainment for engagement and advocacy.

Key Insights

Engagement with Entertainment

Video Clips: Around 9 in 10 online adults watch video clips each month, with nearly all internet users in the Middle East & Africa (MEA) doing so.
Music Streaming: Music streaming is now a mainstream activity, especially driven by younger users and fast-growing markets in Asia-Pacific (APAC).
Sports Viewing: Online sports viewing is becoming a significant entertainment activity, with increased popularity in fast-growing markets due to the rise of online TV.
Podcasts and Vlogs: These are also gaining traction, with younger audiences showing stronger engagement.

Television Trends

Online TV Growth: Daily time spent on online TV is increasing, while time spent on linear TV is decreasing. However, the two channels are seen as complementary rather than competitive.
Streaming Dominance: TV/movie streaming services are now mainstream, with account sharing playing a key role in their popularity. Younger users are more likely to pay for streaming, while older users tend to share accounts.
Netflix's Position: Netflix is the global leader in the movie/TV streaming sector, but faces challenges in APAC and MEA due to local competition and cultural preferences for downloads.

Music Streaming Trends

Paid vs. Free: In Europe and North America, paid music streaming has surpassed paid music downloads. In other regions, downloads are still more popular.
Spotify's Lead: Spotify is the global leader in music streaming, with its ad-supported model playing a crucial role in maintaining broad reach and user engagement.
User Preference: Internet users prefer accessing content rather than owning it, influenced by the availability of free ad-supported services and platforms like YouTube.

Gaming Trends

Device Shift: Smartphones and free-to-play content are significantly impacting the gaming industry, leading to a decline in console ownership and usage, particularly in APAC and MEA.
PC Gaming Dominance: PC gaming remains most popular in APAC and MEA, while consoles are core markets in Europe, North America, and Latin America.
eSports Growth: eSports is reaching new heights, attracting a narrow yet highly engaged demographic that is responsive to brand engagement and advertising.

Branded Entertainment

Brand Discovery: Entertainment plays a vital role in brand discovery, with TV ads and product placement being highly effective.
Brand Advocacy: Younger users are more likely to promote brands in exchange for exclusive content, often sharing it on social media.
Engagement Opportunities: Brands can leverage entertainment content to foster advocacy and gain insights into consumer behavior.

Methodology and Sample Details

Target Audience: All figures are based on internet users aged 16–64.
Sample Size: The report draws from GWI's Q2 2017 research across 40 countries, with a global sample size of 89,029.
Device-Based Surveys: Mobile users complete a shorter version of the Core survey, adapted for mobile screens.
Quotas: GWI ensures representative samples by setting quotas on age, gender, and education.
Data Sources: Quotas are calculated using data from credible sources such as the World Bank, ITU, and national statistics.

Internet Penetration Rates

High Penetration: Countries like the United Kingdom, Netherlands, and Japan have high internet penetration (over 90%).
Low Penetration: In contrast, countries such as India, Indonesia, and Vietnam have lower penetration rates (around 25–46%).
User Demographics: In low-penetration markets, internet users tend to be younger, urban, affluent, and more educated.

Additional Resources

GWI offers a range of reports and custom solutions for deeper insights, including:

Flagship Reports: Cover social networking, device usage, online purchasing, and entertainment.
Market & Region Reports: Analyze digital behaviors and engagement rates at a national or regional level.
Platform: Access detailed data and analysis on GWI's platform, with the ability to segment audiences and track trends.
GWIQ: Enables clients to create bespoke audiences by linking GWI panel data to their own websites and campaigns.
Custom Solutions: Includes brand, product, and campaign-specific insights, such as brand health, concept testing, and audience targeting.

Contact Information

Jason Mander – Chief Research Officer
Email: jason@globalwebindex.net
Twitter: @thejasongmander
Chase Buckle – Senior Trends Analyst
Email: chase@globalwebindex.net
Twitter: @Chase_Buckle
Website: www.globalwebindex.net
Address: A 25 Farringdon Street, London, EC4A 4AB, UK
Phone: +44 207 731 1614
Email: hello@globalwebindex.net