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Insight of the Day: Youth Continue to Use More Non-Video Than Premium Video Entertainment Sources

Findings:

  • Non-video entertainment rivals traditional TV: Consumers, especially youth, are engaging with non-video entertainment sources (streaming music, gaming, podcasts) as much as traditional premium video providers.

  • Youth lead in entertainment diversification: 18-34-year-olds average 16.7 entertainment sources, with a growing preference for non-video options.

  • Overall entertainment options increase: The average consumer utilizes 13 entertainment sources, slightly up from previous years.

  • "Must-have" sources remain stable:  Despite the increase in options, the number of essential sources has not changed significantly.

  • Ideal bundles prioritize internet and streaming:  High-speed internet, Netflix, mobile plans, streaming music, and live TV bundles are top choices.

  • Netflix leads in bundle appeal: Consumers show the most interest in a bundle offered by Netflix.

Key Takeaway:

The entertainment landscape is evolving, with TV no longer holding a dominant position. Consumers, particularly younger generations, are increasingly diversifying their entertainment choices and embracing non-video options.

Trend:

The trend indicates a shift away from traditional TV consumption towards a more fragmented and personalized entertainment experience. Non-video entertainment is gaining prominence, especially among youth, who are exploring a wider range of options beyond traditional TV.

Conclusions:

  • Consumers are actively seeking out diverse entertainment experiences beyond traditional TV.

  • Non-video entertainment is becoming a significant player in the market, driven by the preferences of younger generations.

  • Bundles that combine internet access, streaming services, and mobile plans are highly appealing to consumers.

Implications for Brands:

  • Diversify offerings: Brands should consider expanding beyond traditional TV offerings and explore opportunities in non-video entertainment such as gaming, podcasts, and streaming music.

  • Target youth demographics: Younger audiences are key drivers of the shift towards non-video entertainment, and brands should tailor their strategies to cater to their preferences.

  • Embrace bundling: Offering bundled packages that combine various entertainment options, including internet access and mobile plans, can attract and retain consumers.

  • Partner with streaming giants: Collaborating with popular streaming platforms like Netflix can enhance brand visibility and reach a wider audience.

  • Focus on personalization: Tailoring entertainment experiences to individual preferences can increase engagement and loyalty.

By understanding and adapting to these evolving trends, brands can position themselves for success in the changing entertainment landscape.

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