德勤：2022年媒体消费者调查报告（英文版）_39页_7mb.pdf

Media Consumer Survey 2022Australian media and digital entertainment insightsContents|Media Consumer Survey 2022ContentsIntroduction 03About this survey 042022 in brief 05 Mind over matter 05 Subscriptions 08 Advertising 10 Social 11 News 12 Sport 13Managing the subscription juggling act:Consumers take control 14 The subscription stack grows 15 Subscription saturation 16 Would you like some free trials with that?19Scrimping,saving,streaming:Managing the cost of media consumption 21 Bingeing on a budget 22 Subscriptions stacks with a side of ads 23 Exploring alternative models 25Medias next horizon:The evolving role of social,UGC and the metaverse 26 The push-pull effects of social media 27 Creator or consumer?28 Welcome to the metaverse:Cutting-edge tech 29Balancing media content:The trust and influence equation 30 What influences us?31 What news do we value?32 What and who do we trust?33Sport:More than just a game 34 Sports post-pandemic recovery 35 Sport(still)a mans world?36Contacts 3702When it comes to digital entertainment,consumer choice has exploded over the past decade.The unbundling of content propositions to individual studios,broadcasters,publishers and other players has scattered content far and wide.While growth in digital subscription penetration across subscription video on demand(SVOD),music,gaming,news and sport is slowing,we continue to stack more and more services in each of these categories.Consumers are learning to navigate this complex environment though and were seeing more savvy,proactive and frequent switching behaviours as consumers self-curate the perfect media bundle.Media players have responded rapidly to these increasingly sophisticated behaviours,seeking to retain share of mind and attention as subscribers feel the pinch when it comes to the cumulative cost of media.This has heralded the launch of new ad-funded propositions,re-shuffling of features across paid tiers and greater flexibility in bite-sized paid access options.Audiences are becoming more comfortable with trade-offs between experience and cost,and this is spurning greater innovation in the ways organisations monetise their content.Amid competition between digital media subscription providers,the broader battle for consumers time and attention is intensifying.Social media and user generated content(UGC)is consuming a greater share of our entertainment time;acting as a single destination for content in all its forms video reels,live streams,articles,photos,music,games and even shopping.Though older generations are still more engaged with longer-form content,dedicated video platforms like TikTok continue to rise,and its becoming increasingly important to sate appetites for short-form content and lean-back experiences.Our eleventh Media Consumer Survey focuses on audience behaviours,attitudes and trends in digital media and entertainment services.We delve into the opportunities and challenges for audiences and the industry,including:The proactive approach consumers are adopting to manage their digital media relationships in the battleground for audience attention.How increasing pressure on entertainment budgets are compelling media providers to rethink the way they attract and retain subscribers.The impact of social media and UGC on generational consumption habits.The generational differences in how news is defined and consumed,and what drives trustworthiness in information sources across providers.How engagement with sport is evolving across a much broader and more varied content experience.IntroductionIntroduction|Media Consumer Survey 2022This years survey provides a broad snapshot of audience behaviour during a period of changing market dynamics in a post-pandemic setting,with new perspectives and insights,and vigorous conversation relevant for your organisation.03About this survey|Media Consumer Survey 2022The 2022 edition of the Media Consumer Survey provides insight into how Australians across five generations(from Gen Z to Matures)consume media and entertainment,particularly through digital channels.We investigate how this has changed over time;examine the behaviours,preferences and trends impacting the industry;and infer how they may change in the future.About this surveySurvey participant age groupsMillennials25-38In its eleventh consecutive year,our survey was again conducted by an independent research organisation using self-reported survey data gathered from more than 2,000 consumers across Australia.As in all previous years,there have been amendments to the list of questions to ensure all data collected is relevant.This allows us to explore new and emerging behaviours and trends in media and entertainment consumption.This year,alongside general updates,we have revitalised our questions related to trust and influence of news as well as the next horizon of media given the relevance at both a global level as well as for Australia.Will CastlesPartner Consulting National Tech,Media&Telco Industry L.auPeter CorbettPartner Consulting National Telco L.auJeremy Smith Director Consulting National Media&Entertainment L.auGen Z16-24Gen X39-55Boomers56-74Matures75+042022 in brief|Media Consumer Survey 2022GEN ZAGE:16-24Are exceeding their target monthly entertainment budgetHave at least onepaid entertainment subscriptionHave three or morepaid entertainment subscriptionsHave cancelled oneor more subscriptionsin the last six monthsAverage number ofpaid entertainment subscriptions in the householdWeekly hours spent watching catch up free-to-air TVWeekly hours spent watching paid movie/video streaming Weekly hours spent watching video on social media 9.3 2.8Weekly hours spent watching live free-to-air TV 11 3.3 3.151%84%Have added oneor more subscriptionsin the last six months31%31%Browsing the internet Browsing social mediaWatching paidTV/movie servicesWatching paidTV/movie servicesAre exceeding their target monthly entertainment budgetHave at least onepaid entertainment subscriptionHave three or morepaid entertainment subscriptionsHave added oneor more subscriptionsin the last six monthsHave cancelled oneor more subscriptionsin the last six monthsSpend most of their social media time on:Get their news most frequently from:Social media|Digital news aggregators|TelevisionTOP 3 HOME ENTERTAINMENT ACTIVITIESAverage number ofpaid entertainment subscriptions in the householdWeekly hours spent watching catch up free-to-air TVWeekly hours spent watching paid movie/video streaming Weekly hours spent watching video on social media 11.4 5.1Weekly hours spent watching live free-to-air TV 6.5 8.1 4.5Watching live free-to-air TVBrowsing the internetTOP 3 HOME ENTERTAINMENT ACTIVITIES95%73%56%63%43%OVERALLMind over matterA generational snapshot:age,not just a numberSection title goes here33%#1#2#3#1#2#3Spend most of their social media time on:Get their news most frequently from:Television|Newspaper|RadioAverage monthly spend on digital entertainment subscriptions$62Average monthly spend on digital entertainment subscriptions$82052022 in brief|Media Consumer Survey 2022Average monthly spend on digital entertainment subscriptions$84Average monthly spend on digital entertainment subscriptions$56Browsing social media Browsing the internetWatching paidTV/movie servicesAre exceeding their target monthly entertainment budgetHave at least onepaid entertainment subscriptionHave three or morepaid entertainment subscriptionsHave added oneor more subscriptionsin the last six monthsHave cancelled oneor more subscriptionsin the last six monthsTOP 3 HOME ENTERTAINMENT ACTIVITIESAverage number ofpaid entertainment subscriptions in the householdWeekly hours spent watching catch up free-to-air TVWeekly hours spent watching paid movie/video streaming Weekly hours spent watching video on social media 9.7 3.1Weekly hours spent watching live free-to-air TV 5.6 4.7 4.267%94%50%38%53%Browsing the internetWatching paidTV/movie servicesWatching live free-to-air TVAre exceeding their target monthly entertainment budgetHave at least onepaid entertainment subscriptionGEN XAGE:39-55Have three or morepaid entertainment subscriptionsHave added oneor more subscriptionsin the last six monthsHave cancelled oneor more subscriptionsin the last six monthsSpend most of their social media time on:Get their news most frequently from:Television|Printed newspapers|Social mediaTOP 3 HOME ENTERTAINMENT ACTIVITIESAverage number ofpaid entertainment subscriptions in the householdWeekly hours spent watching catch up free-to-air TVWeekly hours spent watching paid movie/video streaming Weekly hours spent watching video on social media 9.5 2.1Weekly hours spent watching live free-to-air TV 10.1 2.6 2.849%84%28%27%32%MILLENIALSAGE:25-38Spend most of their social media time on:Get their news most frequently from:Social media|Television|Printed newspapersSection title goes here#1#2#3#1#2#3Mind over matterA generational snapshot:age,not just a number062022 in brief|Media Consumer Survey 2022Watching paidTV/movie servicesWatching live free-to-air TVAverage monthly spend on digital entertainment subscriptions$43Average monthly spend on digital entertainment subscriptions$47Are exceeding their target monthly entertainment budgetHave at least onepaid entertainment subscriptionHave three or morepaid entertainment subscriptionsHave added oneor more subscriptionsin the last six monthsHave cancelled oneor more subscriptionsin the last six monthsTOP 3 HOME ENTERTAINMENT ACTIVITIESAverage number ofpaid entertainment subscriptions in the householdWeekly hours spent watching catch up free-to-air TVWeekly hours spent watching paid movie/video streaming Weekly hours spent watching video on social media 8.2 2.3Weekly hours spent watching live free-to-air TV 17.6 1.1 1.932%73%11%19%10%Browsing the internetWatching live free-to-air TVWatching pay TV(live or on-demand)Are exceeding their target monthly entertainment budgetHave at least onepaid entertainment subscriptionMATURESAGE:75+Have three or morepaid entertainment subscriptionsHave added oneor more subscriptionsin the last six monthsHave cancelled oneor more subscriptionsin the last six monthsSpend most of their social media time on:TOP 3 HOME ENTERTAINMENT ACTIVITIESAverage number ofpaid entertainment subscriptions in the householdWeekly hours spent watching catch up free-to-air TVWeekly hours spent watching paid movie/video streaming Weekly hours spent watching video on social media 5.2 2.8Weekly hours spent watching live free-to-air TV 21.6 0.5 1.632%64%6%8%16%BOOMERSAGE:56-74Spend most of their social media time on:Get their news most frequently from:Television|Printed newspapers|RadioSection title goes here#1#2#3#1#2#3Mind over matterA generational snapshot:age,not just a numberBrowsing the internetGet their news most frequently from:Television|Printed newspapers|Radio072022 in brief|Media Consumer Survey 2022 Section title goes hereSVOD(TV&movies)beats all others combinedbut many have subscriptions they barely use(under one hour per month):64%TV&movies 44%Music 44%Gaming 34%News31%Sport Subscriptions Sometimes,more is more2.3Australians are stacking digital entertainment subscriptions,climbing from:per household in 2021,to3.1per household in 20221.7 per household 74%TV&movies 44%Music30%Sports5%Gaming4%News0.6 per household 0.4 per household 0.1 per household 0.1 per household 082022 in brief|Media Consumer Survey 2022Every category is feeling it:but most consumers dont plan on cutting back:Monthly spend on digital entertainment is rising When facing budget cuts,digital entertainment is the 4th category:Gen Z are the biggest overspendersand only Boomers are staying close to their budget spend:and most households are overspending:$62per month in 2022($55 in 2021,up 13%)#1 Reduce overall spending on video subscriptions#2 Rather watch free-to-air TV#3 Prices increased and there were similar cheaper alternatives Sport48%added,35%cancelledSVOD33%added,29%cancelledGaming28%added,21%cancelledMusic30%added,24%cancelledNews15%added,7%cancelledwill have the same number of SVOD subscriptions in 12 months timeare concerned about the cost of multiple subscriptions61%64%average target monthly budget$55Average spend of$82,target budget of$67Average spend of$44,target budget of$43#1 Eating out#2 Alcohol&tobacco#3 Groceries#4 Digital entertainment Section title goes hereSubscriptions Churn concerns,cost upturns 33%31%Switch on,switch o:cancelled a subscription in the last six monthsadded a subscription in the last six monthsCost tops the biggest drivers of SVOD(TV&movies)cancellations 18%will have more5%will have fewer092022 in brief|Media Consumer Survey 2022 Section title goes hereWere hungry for ad-free content Were most willing to engage with ads on and some channels have more inuence on buying decisions than others:but for SVOD,we can stomach a compromise:58%would pay for ad-free TV and movies 48%would pay for ad-free music39%would pay for ad-free sports36%would pay for ad-free news34%would pay for ad-free gamesAdvertisingA love-hate relationship43%Television 27%Smartphones 12%Laptop computers 7%Desktop computers 46%are interested in 12 minutes of ads per hour for a free subscription 44%are interested in six minutes of ads per hour for$5 a month 42%are inuenced by ads on free-to-air TV 35%are inuenced by ads on shopping websites34%are inuenced by ads on social media 102022 in brief|Media Consumer Survey 2022 Section title goes hereDaily social media consumption continues to rise:The lines between virtual and physical reality continue to blur:Social media is a springboard:UGC is increasingly popular Our favourite social media activities are:68%49%use socials to discover content on other platformsThe crowd of creators continues to grow:39%create and share content6%spend 6-10 hours(5%in 2021)35%spend less than one hour(42%in 2021)23%spend 2-5 hours(21%in 2021)36%spend 1-2 hours(28%in 2021)Browsing feeds(23%)Messagingfriends(22%)Watchingvideos(18%)64%spend more time watching UGC than planned and it proves to be very sticky:watch more than two hours of UGC daily15%watch up to two hours daily48%watch more UGC now than six months ago59%SocialFeeling the need for feedsnd engaging with friends and family on social media as rewarding as engaging in real life112022 in brief|Media Consumer Survey 202275%small and regional news publishers 71%major news publishers Consumers nd these providers most trustworthy but some remain doubtful:Most have access to news with somewhat diverse tone,coverage,opinions and cultural representation:News consumption is fragmented:Australians most value 17%38%moderate diversity18%high or extremely high diversity TV news programsSection title goes hereNewsRegaining trust and inuencethe most frequent source of news for 34%of respondentsSocial media platforms(14%)Newspapers(13%)Perceived trustworthiness of content(82%)!(Perceived quality of content(79%)Ease of accessing content(75%)Radio(10%)Digital news aggregators(8%)a unique voice and perspectiv