2025年B2B内容消费和需求现状报告(第9版)

CONTENT CONSUMPTION & DEMAND REPORT 9TH EDITION TABLE OFCONTENTS INTRODUCTION TO THE RESEARCH................................................................................. 3EXECUTIVE SUMMARY....................................................................................................... 4TOTAL REGISTRATIONS..................................................................................................... 5THE CONSUMPTION GAP.................................................................................................. 7THE CONVERGENCE OF CURIOSITY AND ACTION........................................................... 9AI: ABSOLUTELY INTERESTED........................................................................................... 12CONSUMPTION ACROSS JOB PARAMETERS.................................................................... 15FORMAT FINDINGS............................................................................................................ 21ANALYZING YOUR TARGET BUYERS................................................................................. 25INTENT FINDINGS.............................................................................................................. 26WHO IS READY TO BUY?.................................................................................................... 27THE RELATIONSHIP BETWEEN THE BUYER’S JOURNEY AND CONTENT FORMAT........ 30WRAPPING UP A YEAR OF CONSUMPTION..................................................................... 35ABOUT NETLINE................................................................................................................. 36 INTRODUCTION TOTHE RESEARCH Welcome to our 9th annual State of B2B Content Consumption and DemandReport. There’s quite a bit to get to in these pages, so I’ll make my comments brief. Again, this report is not a summary of survey findings. Instead, these are insights into what B2B professionals actually want. We knowthis because their first-party behaviors suggest it. This year, we’re sharing real user insights from 8 million first-party contentregistrations. Beyond revealing the true needs and intentions of B2B buyers, you’ll discover: •Why the Consumption Gap must guide your nurturing programs•How much AI-related content is being consumed•What the surge of C-Level consumption means•Why Playbook registrations signal high intent We are eager to learn which stats and insights you find most impactful. Share your breakthrough moments by tagging NetLine on LinkedIn. Cheers, David Fortino General Manager, NetLine EXECUTIVE SUMMARY 8MFIRST-PARTYREGISTRATIONSGated contentdemand surged. CONTENT CONSUMPTION •Appetites for gated content continueto rise, as user demand for gatedB2B content resulted in 8M first-partyregistrations.•Demand grew 27% from 2023 and 84%since 2019.•C-Level consumption increased 27% YOY,representing 13% of total demand.•The Consumption Gap widened by7 hours—a 23.3% slowdown. %OF ALLDEMANDeBooksremained thetop format. 53 PURCHASE DECISIONS •34% of professionals expected to makea purchase decision within 12 months,down 3% from 2023.•Playbooks drove the highest purchaseintent, with registrations 115% more likelyto signal a buying decision within12 months. %MORE LIKELYPlaybookssignaled strongpurchase intent. CONTENT FORMATS AND TRENDS •eBooks dominated with 53% of alldemand—with registrations up by 71.4%.•White Paper registrants were 31% morelikely than in 2023 to make a purchasedecision within a year.•Webinars saw a 29% YOY increase inregistrations; Live Webinars were thetenth most popular format of 2024,growing 3%.•Demand for AI-related content grew186% YOY. 186%YOY GROWTHAI-relatedcontentskyrocketed. TOTAL REGISTRATIONS NetLine delivered 8 million fully permissioned, first-party leads in 2024—a27% YOY increase in total registrations and NetLine’s largest total ever. CONTENT SEASONALITY Over 12 months, content consumption has its ebbs and flows. NetLine’s four most active months represent all four quarters. Below are our estimations asto why each month generated as much activity as it did. OCTOBERBIGGEST PUSHOF YEAR BEFOREHOLIDAYS THE CONSUMPTION GAP The Consumption Gap measures the time between when content isrequested and the moment it’s opened for consumption. Between 2023 and 2024, the Consumption Gap widened from 31 hours to39 hours—a 7-hour increase and 23% YOY rise. 39 HOURS HOUR INCREASE The average timebetween request andconsumption in 2024. The Consumption Gapwidened significantly. THE CONSUMPTION GAPBY JOB LEVEL THE CONVERGENCE OFCURIOSITY AND ACTION B2B registrations have increased every year since 2020. At the same time, the Consumption Gap has also widened. This indicates a direct correlation: as registrations rise, content consumption slows. A delay often exists between curiosity (content request) and action (contentconsumption). Longer gaps suggest potential hesitation or shifts in priority, caused by e