媒体消费趋势报告

MEDIACONSUMPTIONTREND REPORT INTRO Media is no longer the homogenous monolith it once was. With technologyprogressing at breakneck speed as we soar through the digital age, societyhas been forced to adapt as a result. Streaming platforms have skyrocketedin popularity over the more traditional cable TV models and the exponentialrise of short-form social media content looks to unseat it as youngergenerations dominate the trajectory of the shape that media will take in thenear future. The current landscape of media is more fragmented and personalized nowthan it has ever been before. This new survey of 2,000 nationallyrepresentative Americans seeks to understand how these trends areprogressing and what media consumption looks like from a generationalperspective, as well as how media consumption can have a significantimpact on, among other things, our mental health. KEYTAKEAWAYS The averagerespondent spends6 HOURSconsuming some typeof media every day. The averagerespondent feels like theyper month to contentconsumption.“LOSE” 3 DAYS 6.6 HOURSGEN Zconsumesper day and are mostlikely to consume 15+hours per day (11%). GEN Zwas mostlikely to agree that theyconsume too muchmedia (66%). and20% $67The average respondentspends aboutper month onvarious media services. of Millennials havepaid for cable inthe past year. Netflix and prime videoare the most popularstreaming servicesAmericans have paidfor in the past year. respondents agree theirmood is often negativelyaffected by social media. MEDIACONSUMPTIONBY THE NUMBERS TIME SPENTCONSUMING MEDIA Whether you’re watching TV or scrolling your Instagramfeed, it’s easy to get sucked into a content black hole.According to the results, the average respondentspends six hours consuming some type of media everyday. That comes out to 42 hours per week, which thenadds up to 91 full days of media consumption everyyear. Three percent of respondents claim they spend 0hours per day consuming media, whereas 8% say theyconsume 15 or more hours of media per day. By generation, these numbers look a lot different. Gen Z consumes themost media on a daily basis, with an average of 6.6 hours per day.They were also the most likely generation to consume 15 or more hoursof media every day (11%). Millennials consumed 6.3 hours per day andwere second most likely to consume 15 or more hours of media daily.This trend continued downward as the respondents got older. Men consume more media on average than women (6.1 hours vs. 5.8hours). By region, respondents in the Midwest consumed the mostmedia per day on average (6.4 hours per day.) Respondents in theSouth consumed the least (5.7 hours). This data was also interesting from a genderperspective: Men were found to spend significantlymore than women per month on media services,with a total spend of $76.50, as opposed to womenwho spend just $56.90. THE FINANCES OF MEDIA CONSUMPTION Media consumption isn’t always free of charge. The average respondent spendsabout $67 per month ($66.60) on streaming services (e.g. Netflix, Hulu, Disney+),social media services (Twitch subscriptions, YouTube Premium, etc.), and audioservices (Spotify, Apple Music, Audible, etc.). That comes out to an $800 annual bill. When it comes to how much each group spends on media services per month,Gen Z came out on top with a nearly $100 monthly bill ($97.70). Silent GenerationAmericans spent the least at just $24.30 per month. ARE STREAMING SERVICES FACING A“PRICING PANDEMIC?” It’s no longer news when a streaming service raises its monthly priceevery year, but that doesn’t mean people are happy about it, or evenwish to continue subscribing. If their favorite streaming service raised its subscription price by 10% inthe next year,33% of respondents would not continue to subscribe.Though, 40% would continue and 28% are unsure. Gen Z is the most likely to continue subscribing despite the pricechange (51%), millennials were second most likely (47%). SilentGeneration respondents were the most likely to not continuesubscribing (41%). By gender, men were much more likely to continue to subscribedespite the 10% price hike (45%) than women (35%) The average respondent believes about$9 ($8.70) is the correct, fairamount to pay for a monthlysubscription to a streaming service. As of August 2024, most streaming services offer a plan that is $9 orless as their “with ads” package. But to get an ad-free experience,most services will have you paying $12 or more. HOW MEDIA IMPACTS OUR SHOPPING HABITS Where people’s eyeballs are focused is also shifting the advertisinglandscape. The average respondent buys9.2 items per monthfromtelevision ads, banner ads, social media ads, and influencerscombined for a total spend of$155 per month. Television commercials now play a secondary role in influencingshopping decisions compared to social media ads, which utilizealgorithms to deliver a more personalized advertising experience. However, a significant amount of respondents repor