美國Z世代視頻流媒體消費(fèi)行業(yè)市場前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.4

CONSUMERS

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BRANDSGenZvideostreamingconsumptionintheUnitedStatesCHAPTER

01OverviewDailymediaconsumptionofGenZintheUnitedStatesasofMay2023,byactivityDailymediaactivitiesofGenZintheU.S.2023Shareofrespondents15%

20%0%WatchvideostreamingservicesStreammusic5%10%25%30%35%40%39%45%50%46%43%PlayvideogamesWatchtraditionalTV30%ListentoAM/FMradioWatchvideoepisodesofpodcastsListentoanaudiobookListentopodcasts20%17%15%12%12%Useliveaudioservice3Description:DuringasurveyofadultsintheUnitedStateswhichconcludedinMay2023,itwasfoundthatClosetohalfofrespondingGenZerssaidtheywatchedvideostreamingservicesaspartoftheirdailymediaroutine.Some43percentsaidtheylistenedtomusiconadailybasisand39percentplayedvideogames.ReadmoreNote(s):UnitedStates;July2022toMay2023;2,200respondents;18yearsandolderSource(s):InsiderIntelligence;MorningConsultShareofentertainmentscreentimespentonselectedactivitiesinUnitedStatesasofDecember2023,byagegroupShareofentertainmentscreentimeactivitiesintheU.S2023,byageTVGamingSocialmediaNon-premiumvideo40%45%40%35%30%25%20%15%10%5%23%19%17%14%12%10%8%0%13to24years(GenZ)35yearsandolder4Description:AccordingtoasurveyofmediausersintheUnitedStatesfieldedinDecember2023,TVtookup40percentoftimespentwithentertainmentscreensbyrespondentsovertheageof35years.ThesurveyedGenZconsumersspent17percentoftheirentertainmentscreentimewithTV,whiletheydevoted23percentofthattimetogaming.ReadmoreNote(s):UnitedStates;December2023;1,900respondents;13yearsandolder;MVPD,smartTV,andsmarphoneonlySource(s):DigitalTVResearch;HubEntertainmentResearchMediawhereadultmembersofGenerationZwerethemostreceptivetoadvertisementsintheUnitedStatesasofFebruary2023MediawhereadultGenZerswerethemostreceptivetoadsintheU.S.202380%72%70%60%50%40%30%20%10%0%47%28%20%SocialmediaStreamingTVCableTVBroadcastTV5Description:Duringanearly2023onlinesurveyconductedamongadultmembersofGenerationZintheUnitedStates,72percentreportedbeingreceptivetoadvertisementsonsocialmedia.Approximately47percentstatedbeingopentoadsonstreamingTV.ThesharesforcableandbroadcastTVstoodbothbelow30percent.ReadmoreNote(s):UnitedStates;February9to13,2023;1.093;18yearsandolderSource(s):NCSolutionsShareofadultsgenerallyusingselectedtoolswhenwatchingTVshowsandmoviesintheUnitedStatesasofAugust2023,bygenerationUsageoftoolsduringvideocontentconsumptionintheU.S.2023,bygenerationSubtitles/closedcaptionsExternalspeakersHeadphones70%60%50%40%30%20%10%0%61%58%48%47%41%37%32%30%28%27%23%21%15%10%9%AlladultsGenZadultsMillennialsGenXersBabyBoomers6Description:AccordingtoasurveyconductedintheUnitedStatesinAugust2023,41percentofAmericansusedsubtitlesorclosedcaptionswhenwatchingtelevisionormovies,while37percentuseexternalspeakers.ThisusageoftoolsduringTVandmovieconsumptiondifferedconsiderablybetweenthesurveyedgenerations.GenZandmillennialsweretwiceaslikelytousesubtitlesandclosedcaptionsthanGenXandbabyboomersintheUnitedStates.Likewise,theshareofheadphoneand[...]

ReadmoreNote(s):UnitedStates;August25to27,2023;2,176respondents;18yearsandolderSource(s):MorningConsultVideostreamingbehaviorofGenZconsumersintheUnitedStatesasof2023VideostreaminghabitsofGenZconsumersintheU.S.2023Shareofrespondents20%

30%

40%0%10%50%60%70%80%90%88%100%Mobilevideostreaming92%WatchAVODWatchingTVviastreamingservices82%Planstosubscriptioncycleinthenext6months59%7Description:Accordingtoa2023surveyintheUnitedStates,92percentofGenZconsumerspreferredwatchingcontentontheirsmartphones.Another88percentofGenZengagedwithad-supportedvideostreamingservices,whileoverhalfofrespondentshadplanstosubscriptioncycleinthe6monthsafterthesurveyperiod.ReadmoreNote(s):UnitedStates;2023;2,506respondents;GenZadultsSource(s):HarrisX;SambaTVAveragenumberofvideostreamingservicesGenZconsumersuseintheUnitedStatesin2020and2023NumberofvideostreamingservicesGenZuseintheU.S.2020-202376.165543210202020238Description:AccordingtoasurveyconductedduringOctober2023,AmericanGenZconsumersusedonaverageoversixvideostreamingservicestoaccessTVshowsandmovies.Thismarksanincreasecomparedwiththesurveyperiodin2020.

ReadmoreNote(s):UnitedStates;2020,October2023;812respondents;13-24yearsSource(s):HorowitzResearchCHAPTER

02PlatformtypesPreferredtypeofvideostreamingandTVsubscriptionsintheUnitedStatesin2023,byagePreferredtypeofvideostreamingandTVsubscriptionsintheU.S.202318-24years25-34years35-44years45-54years55yearsandolder49%60%50%40%30%20%10%0%54%

54%47%37%35%34%30%32%31%29%26%25%25%24%22%21%21%16%

16%StreamingservicewithadsStreamingservicewithnoadsCableorsatelliteNoneoftheabove10Description:Accordingtoasurveyconductedin2023,ithasbeenfoundthatad-freestreamingserviceswerethemostfavoredtypeofstreamingandTVsubscriptionsamongallagegroupsintheUnitedStates,exceptfortheoldestsurveyedgroup.Forexample,overhalfofrespondentsaged18to34yearspaidforvideostreamingserviceswithnoads,whilethiswasthecasefor21percentofpeopleaged55yearsandolder.TheoldertherespondentswerethemorelikelytheyweresubscribingtopayTV[...]

ReadmoreNote(s):UnitedStates;2023;1,028respondents;18yearsandolderSource(s):InMobiShareofconsumerswhohavecanceledasubscriptionvideo-on-demand(SVOD)serviceandrenewedthesubscriptioninthelast6monthsintheUnitedStatesin2022,bygenerationShareofSVODresubscribersintheU.S.2022,bygeneration50%45%40%35%30%25%20%15%10%5%43%38%24%20%7%0%GenZMillennialsGenXBoomersandmaturesTotal11Description:MillennialswerethemostlikelygenerationtoresubscribetoanSVODserviceintheU.S.,accordingto43percentofrespondentstoaNovember2022survey.Incontrast,onlysevenpercentofbabyboomersandmaturesrenewedasubscriptionaftercancelingaservicewithinthelastsixmonths.ReadmoreNote(s):UnitedStates;November2022;2020respondents;14yearsandolderSource(s):DeloitteDriversofusingsubscriptionvideo-on-demand(SVOD)servicesintheUnitedStatesasofJune2023,bygenerationBenefitsofSVODservicesintheU.S.2023,bygenerationShareofrespondentsGenZ20%MillennialsAll0%10%30%40%50%60%53%54%ExclusivecontentAccessibility/convenienceRecommendationAd-freeexperienceSocialtrends50%47%40%44%44%43%37%44%49%46%29%27%16%20%19%Promotions34%26%Productbundles28%28%22%19%Kid-friendlyoptions15%12Description:Asurveyfrommid-2023foundthatexclusivecontentwasthemaindrivertosubscribingtovideo-on-demandservicesintheU.S.,withhalfofrespondentsstatingthis.Whilemillennialsconsideredthead-freeexperienceastheirsecondmostcommonreasontosubscribe,GenZconsumersreliedonaccessibilityandconvenience.ReadmoreNote(s):UnitedStates;June2023;1,207respondentsSource(s):IpsosShareoffreead-supportedstreamingTV(FAST)usersturningtoFASTservicesbeforeoraftertheyhavebrowsedpaidsubscriptionstreamingservicesintheUnitedStatesasofJuly2023,bygenerationUsersturningtoFASTbeforebrowsingSVODservicesintheU.S.2023,bygenerationBefore36%After45%40%35%30%25%20%15%10%5%41%40%39%38%36%32%29%27%17%0%AlladultsGenZadultsMillennialsGenXersBabyboomers13Description:Accordingtoasurveyfrommid-2023,38percentofU.S.FASTusersstatedtowatchcontentonfreestreamingservicesaftertheyhadbrowsedsubscription-basedplatforms.Meanwhile,theshareofconsumerswhoturnedtoFASTbeforeSVODamountedto29percent.GenZadultsandmillennialsweremorelikelytoturntoFASTservicesbeforebrowsingsubscription-basedstreamingplatformsthanGenXviewersandbabyboomers.

ReadmoreNote(s):UnitedStates;July14to16,2023;1581respondents;18yearsandolderSource(s):MorningConsultCHAPTER

03PlatformsShareofGenerationZconsumerssubscribingandusingselectedSVODandvMVPDservicesintheUnitedStatesasofMay2023GenZadultsusingSVODandvMVPDservicesintheU.S.2023ShareofrespondentsIdonotsubscribe,butuseapasswordfromsomeoneelseIsubscribeanddonotshareapasswordwithanyoneIsubscribeandshareapasswordwithsomeoneelse0%5%10%15%20%25%30%35%40%NetflixAmazonPrimeVideoHuluDisney+Paramount+PeacockYouTubeTVHBOMaxAppleTV+StarzDiscovery+ESPN+ShowtimeFuboTV15Description:AsurveyconductedinMay2023intheU.S.revealedthatNetflixwasthemostpopularvideostreamingserviceamongGenZadults,witharoundtwointhreerespondentssubscribingtotheservice.Further21percentofGenZviewersdidnothaveasubscription,butusethecredentialsfromsomeoneelse.HuluandAmazonPrimeVideofollowedintheranking.ReadmoreNote(s):UnitedStates;May16to18,2023;240respondents;18yearsandolder;GenZviewersbornbetween1997and2012Source(s):MorningConsultLeadingvideoandover-the-top(OTT)streamingappsamongGenZusersintheUnitedStatesasofJanuary2023(inhours)WeeklyhoursspentonleadingvideostreamingappsamongU.S.GenZmobileusers2023Weeklytimespentinhours01234567YouTubeNetflix6.62.6Hulu1.8Twitch1.61.51.41.3PeacockHBOMaxDisney+PrimeVideo0.816Description:AccordingtoaJanuary2023studyofiOSusersintheUnitedStates,mobileusersagedbetween16and25spentapproximately6.6hoursperweekusingtheappofpopularsocialvideoplatformYouTube.NetflixwasthesecondmostpopularvideoandstreamingappsforiOSusersinthisdemographic,recordingaweeklyengagementof2.6hours.StreamingplatformHulurankedthirdamongU.S.iOSusersagedbetween16to25reportedspending1.8hoursperweekwatchingcontenton[...]

ReadmoreNote(s):UnitedStates;January2023;16-25years;dataconcerningiOSdeviceusers,basedonbehavioraldataandnot-selfreportedsurveydataSource(s):MeasureProtocolFrequencyofwatchingNetflixintheUnitedStatesasofMarch2023,bygenerationFrequencyofusingNetflixintheU.S.2023,bygenerationMultipletimesadayOncedailyAfewtimesperweekOnceperweekAfewtimesOnceNever60%50%40%30%20%10%0%49%31%30%25%23%21%20%19%17%16%15%15%12%15%12%11%7%10%10%7%

7%6%3%6%5%3%3%2%GenZMillennialsGenXBabyboomers17Description:DailyNetflixusewasmostcommonamongyoungergenerationsintheUnitedStates,accordingtoasurveyconductedinMarch2023.Whileonly14percentinthebabyboomergenerationwatchedNetflixatleastonceadayinthemonthpriortothesurvey,41percentofmillennialsdidthesame.TheywerecloselyfollowedbyGenZconsumers,with34percentofdailyNetflixviewers.ReadmoreNote(s):UnitedStates;March3to5,2023;2,200respondents;18yearsandolderSource(s):MorningConsultShareofGenZconsumersusingNetflixandDisney+weeklyormoreofteninNorthAmericafromApril2021toApril2023GenZ`sNetflixandDisney+consumptiontrendinNorthAmerica2021-2023NetflixDisney+75%70%65%60%55%50%45%40%35%30%25%72%69%68%67%66%61%44%41%41%38%34%31%Apr2021Jul2021Oct2021Apr2022Oct2022Apr202318Description:AsofApril2023,NetflixremainedthemostpopularstreamingplatformamongGenZconsumersinNorthAmerica,with61percentofrespondentsindicatingthattheywatchedNetflixweeklyormoreoften.Incontrast,roughlyoneinthreeGenZconsumersreportedwatchingcontentonDisney+,markinga10percentagepointsdecreasefromApril2021.ReadmoreNote(s):NorthAmerica;April2021toApril2023;1,500respondents;13-39yearsSource(s):YpulseCHAPTER

04StreamingdevicesShareofconsumerswatchingvideocontentatleastweeklyintheUnitedStatesasofDecember2023,byageanddeviceDevicesusedtowatchvideocontentintheU.S.2023,byagegroup13-24years35yearsandolder100%90%80%70%60%50%40%30%20%10%0%88%72%63%55%55%48%MVPDsettopboxesSmartTVSmartphones20Description:Asoflate2023intheU.S.,smartphoneswerethemostuseddevicestowatchvideocontentamongtheagegroup13to24years,with88percentofrespondentstoasurveystatingtowatchonsmartphonesonaweeklybasis.Bycontrast,thedevicethatwasmostcommonamongviewersaged35yearsandolderwasthesmartTV.Asmoreandmorepeopleswitchtostreamingoffers,MVPDsettopboxeshavebecomeincreasinglyunpopularrecently.

ReadmoreNote(s):UnitedStates;December2023;1,900respondents;13-74years;consumerswithbroadbandaccessSource(s):DigitalTVEurope;HubEntertainmentResearchDistributionoftimespentconsuminglinearTVandconnectedTVintheUnitedStatesin2022,bygenerationBreakdownoflinearTVandCTVtimespentintheU.S.2022,bygenerationLinearTVCTV60%50%40%30%20%10%0%50%32%32%25%21%12%8%7%5%5%2%2%GenAlphaGenZMillennialsGenXBabyboomersPost-war21Description:Asurveyfromthefirsthalfof2022intheU.S.foundthatbabyboomerswerethegenerationthatwatchedlinearTVmost,withashareof50percentofthetotallinearTVconsumptiontime.Incomparison,bothmillennialsandbabyboomersspentthemosttimewatchingcontentonconnectedTVdevices.ReadmoreNote(s):UnitedStates;January1toJune30,2022;5,000households;2yearsandolderSource(s):TVisionInsightsDistributionoftimespentviewingfreead-supportedstreamingTV(FAST)onconnectedTVdevicesintheUnitedStatesin1sthalfof2022,byageTimespentwatchingFASTonconnectedTVintheU.S.2022,byage50%45%40%35%30%25%20%15%10%5%43%33%12%7%4%1%0%Under1818-2425-3435-4950-5455+22Description:Asofthesecondhalfof2022,thehighestshareofCTVviewingtimeusingFASTappsintheU.S.wasreachedbypeopleaged55yearsandolder,with43percent.Ingeneral,youngeragegroupstendedtouseFASTappsonconnectedTVdeviceslessthantheiroldercounterparts.ReadmoreNote(s):UnitedStates;July1toDecember31,2022;5,000householdsSource(s):TVisionInsightsCHAPTER

05ConsumerbehaviorShareofGenZconsumersstatingthattheydecideontheirownorasafamilyaboutwhichplatformtosubscribetointheUnitedStatesin2023,byageGenZdecidingindependentlyorasafamilyaboutstreamingplatformintheU.S.202397%98%100%90%80%70%60%50%40%30%20%10%0%96%16-18years19-21years22-24years24Description:GenZisextremelyinvolvedintheirfamilies'streamingchoicesintheUnitedStates,asrevealedbyarecentsurvey.Asof2023,98percentofrespondentsaged22to24yearsstatedthattheyindependentlyorasafamilydecideaboutwhichstreamingplatformtowatch.ReadmoreNote(s):UnitedStates;2023;440respondents;16-24yearsSource(s):SuperAwesomeImportantcontentfactorswhenconsideringavideostreamingsubscriptionamongGenerationZintheUnitedStatesasofAugust2023GenZ`simportantfactorswhenconsideringastreamingsubscriptionintheU.S.202360%52%50%44%40%36%33%30%20%10%0%26%25%7%Favoritenewshow(s)

Favoriteoldershow(s)BroadrangeofshowsBroadrangeofmoviesRegularsupplyofnew

Specificgenreorcontent

franchiseofmoviesAvailabilityofkidsprogramming25Description:IntheU.S.,overhalfofGenZrespondentstoa2023surveystatedthatfavoritenewshowsaddedtoastreamingservicewasthemostimportantfactorcontent-wiseforthemtosubscribetotheservice.Another44percentrevealedthatfavoriteolderTVserieswasanimportantfactorwhenconsideringavideostreamingsubscription.Bycontrast,sevenpercentstatedtheavailabilityofchildren'sprogramminginfluencingthedecisiononaplatform.ReadmoreNote(s):UnitedStates;August2023;250respondents;18-26yearsSource(s):KPMGUSShareofGenZconsumersstatingthattheydecideontheirownorasafamilyaboutwhatstreamingcontenttowatchintheUnitedStatesin2023,byageGenZdecidingaboutstreamingcontenttowatchintheU.S.2023,byage100%90%80%70%60%50%40%30%20%10%0%96%96%94%16-18years19-21years22-24years26Description:ThemajorityoftheGenZconsumersdecideontheirownorasafamilyaboutwhatstreamingcontenttowatchintheUnitedStates.A2023surveyrevealedthat,forexample,96percentofrespondentsaged22to24yearsstatedthattheyindependentlyorasafamilydecidewhichcontentonstreamingplatformstowatch.ReadmoreNote(s):UnitedStates;2023;440respondents;16-24yearsSource(s):SuperAwesomeMostpreferredvideostreamingcontentintheUnitedStatesin2023,byageMostpreferredstreamingcontentamongintheU.S.2023,byage18-24years25-34years35-44years45-54years55yearsandolder70%60%50%40%30%20%10%0%MoviesTVshowsDocumentariesLimitedseriesOtherSportsNews27Description:Resultsofa2023surveyshowedthatwatchingmovieswasthemostpreferredvideostreamingcontentamongAmericansofallagegroups.Forexample,nearlytwointhree35to44-year-oldsenjoyedmovies,whileTVshowsanddocumentariescameinsecondandthirdplacerespectively.ReadmoreNote(s):UnitedStates;2023;1,028respondentsSource(s):InMobiImportantfactorsforGenZconsumersintheirdecisiontokeepavideostreamingsubscriptionintheUnitedStatesin2023,byageGenZ`simportantfactorstokeepstreamingsubscriptionintheU.S.2023,byageNewcontentforme/offeringfirstrun/blockbusterreleases74%CostoftheserviceIfwewatchcontentonitfrequently,asafamily80%70%60%50%40%30%20%10%0%59%54%51%49%46%39%33%27%16-18years19-21years22-24years28Description:ThecontentthatGenZconsumersprefertowatchistheprimaryfactorinfluencingtheirdecisionstokeepstreamingsubscriptionsintheUnitedStates.Ina2023survey,roughlythreeinfourrespondentsaged16to18yearsexpressedastrongpreferencefornewreleasestokeepavideostreamingsubscription.Thecostoftheservicewasthesecondmostimportantdecisionfactorfor16to-24-year-olds.

ReadmoreNote(s):UnitedStates;2023;440respondents;16-24yearsSource(s):SuperAwesomeShareofconsumersoftensubscribe,cancel,andresubscribetoonlypaywhenthereareshowstowatchintheUnitedStatesasofOctober2023,byagegroupConsumersonlysigninguptostreamoneshowintheU.S.2023,byagegroup70%62%59%60%50%40%30%20%10%0%43%Total18-24years25-34years29Description:AccordingtoasurveyfromOctober2023,43percentofAmericanrespondentssubscribe,cancel,andresubscribetoonlypaywhenthereisaTVshowtheywanttowatch.Theshareofsubscriptioncyclerswasevenhigheramongyoungeradults,withnearlytwointhree18to-24-year-oldsstatingtodoso.ReadmoreNote(s):UnitedStates;October2023;2,972respondents;18-74years;entertainmentdecisionmakerhavingbroadbandaccessSource(s):HubEntertainmentResearchImpactofrisingcostsofstreamingservicesonGenerationZintheUnitedStatesasofAugust2023ImpactofrisingstreamingcostsonGenZintheU.S.202345%41%40%35%30%25%20%15%10%5%27%14%13%5%0%Yes,Ihavecanceledatleast

Yes,butIjustkeeppayingfor

Ididn`treallynoticetheprice

No,Ijustunsubscribeandre-

No,Irotate(unsubscribeandonestreamingserviceduetopriceincreasesmysubscriptionsincrease(s)subscribebasedonwhatI`minterestedinwatchingre-subscribe)myfavoriteservicestomanagemonthlystreamingcosts30Description:ThemajorityofGenZconsumersintheU.S.feeltheimpactofrisingstreamingcosts,with41percentofrespondentstoa2023surveyhavingcanceledatleastonestreamingservice.However,27percentofGen