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ADI Media & Entertainment Generations Report -- 2017

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Adobe’s latest Media and Entertainment Generations Report for 2017 is based on aggregated and anonymized consumer data from U.S. National News and Media and Entertainment websites. This report draws on 10+ billion website visits since January 2015, over 1 million social mentions, and findings from the 2017 U.S. Media and Entertainment survey which focused on consumer’s habits and behaviors related to the media industry.

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ADI Media & Entertainment Generations Report -- 2017

  1. 1. • - • MEDIA & ENTERTAINMENT GENERATIONS REPORT ADOBE DIGITAL INSIGHTS 2017 • • - , ' , - , I • ,,,,,, ,, ,,
  2. 2. MEDIA & ENTERTAINMENT GENERATIONS | 2017 TABLE OF CONTENTS Overview 03 Methodology 17 Glossary 18 Table 1: Home Entertainment Device 19 Table 2: Sports News Outlet 20 News Table 3: Consumption by Social Platform Insights 04 Online Media & Entertainment visits continue to fall 05 Consumers turn their backs on traditional entertainment 06 Sports fanatics now use social to follow their favorite teams 07 Consumers prefer Google AMP over Media & Entertainment Apps 08 National News – the last man standing 09 National News is the hottest lunch date for Americans 10 Consumers turn to social media as their primary news outlet 11 Facebook Paywall – unlikely to save Media & Entertainment companies 12 “Turn off your cell phone” policies are a real turn off for young movie viewers 13 Half of consumers prefer to watch movies in the comfort of their homes 14 Bigger and better… now at home 15 Binge watching is Crafters preferred entertainment consumption method 16 MoviePass – the Netflix of cinemas?
  3. 3. MEDIA & ENTERTAINMENT GENERATIONS | 2017 METHODOLOGY  Based on aggregate and anonymized consumer data comprised of over 10 billion website visits between January 2015 and July 2017 in the United States  Report based on 1+ million social mentions from August 2016 – July 2017 via Blogs, Facebook, G+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube  Includes consumer information from the 2017 ADI US Media & Entertainment Survey, conducted between August 2 – 8, 2017 to over 1,500 US consumers about their behavior regarding Media & Entertainment topics. Data from different Adobe Experience Cloud Solutions: Visit our website: adobe.ly/AdobeInsights Sign up for email alerts: http://www.cmo.com/adiregister.html Follow us: @adobeinsights
  4. 4. MEDIA & ENTERTAINMENT GENERATIONS | 2017 Online Media & Entertainment visits continue to fall  Media & Entertainment companies experience the worst traffic growth among all leading industries in the last year  Total Visits: -5% YoY  Slow mobile growth reflects the fact that Media & Entertainment has led the mobile transformation for some time now  50% of all visits to Media & Entertainment sites in 2017 come from smartphones
  5. 5. MEDIA & ENTERTAINMENT GENERATIONS | 2017 Consumers turn their backs on traditional entertainment  Traditional TV providers struggle to keep up as consumers look to online streaming and other types of entertainment – Traditional TV sees poor growth starting in 2014 and forward US Media & Entertainment Survey 2017 Findings:  Two thirds of consumers under the age of 35 report using online streaming subscriptions to regularly watch television. Online Cable, direct TV or satellite is the primary method for half of those 35 years or older  Over one-quarter of those under 35 years are already watching TV exclusively online, another 30% say they will do so within the next 2 years  Over 40% of consumers over 35 years old don’t ever plan to watch TV exclusively online.
  6. 6.  As consumers turn to social media for sports news, Media & Entertainment Sports Sites suffer: Visit growth is down nearly 50% since January 2015 US Media & Entertainment Survey 2017 Findings:  15% of consumers say their “primary use of social media is to post about sports”  Young consumers are more likely to turn to social media for sports news  Twice as many consumers under the age of 35 say social media is the first place they go to look for sports news compared to those 35+ MEDIA & ENTERTAINMENT GENERATIONS | 2017 Sports fanatics now use social to follow their favorite teams
  7. 7.  Steady adoption of Google Accelerated Mobile Pages (AMP) enables consumers to have a better mobile experience which shifts traffic from apps to mobile pages – apps lose 50% of traffic since AMP is launched in February 2016  Nearly every Media & Entertainment (84%) company sees traffic from Google AMP  Only 6% of consumers leverage apps (e.g., Flipboard, Apple News) as their primary entertainment news source (US Media & Entertainment Survey 2017) MEDIA & ENTERTAINMENT GENERATIONS | 2017 Consumers prefer Google AMP over Media & Entertainment Apps
  8. 8.  National news leads in year over year (YoY) total growth of visits among all industries (+22%) and didn’t lose as much traffic on Desktops and Tablet as the average industry  Smartphone growth is up 59% YoY and 80% since January 2015  Prior year growth was 17%, indicating a strong interest in National News in late 2016 and early 2017 MEDIA & ENTERTAINMENT GENERATIONS | 2017 National News – the last man standing
  9. 9. MEDIA & ENTERTAINMENT GENERATIONS | 2017 National News is the hottest lunch date for Americans  Over 50% of National News consumption is between 8am and 5pm and sites see highest volume of traffic at lunch time (12pm – 1pm)  National News is not a bedtime activity – less than 15% of traffic is between 9pm and 11pm  Consumers show greater interest in National News  In the last 5 years, average time on site has continued to increase – in 2017 average time is 6.5 minutes, compared to 5 minutes in 2012 (30% increase)
  10. 10. MEDIA & ENTERTAINMENT GENERATIONS | 2017 Consumers turn to social media as their primary news outlet 2017  Twice as many consumers under the age of 35 claim a majority of their news consumption is through social media as opposed to TV, news platforms, or newspaper Looking Forward  35% of young consumers say their use of social media tools for news content will increase in the next year – consumers over 35 less likely to say their use of social media for news will increase in the next year (<20%) US Media & Entertainment Survey findings: Facebook is the most commonly used social media platform for daily news across all age groups
  11. 11. The best things in life are always free…  In July 2017, Facebook announced the company will begin testing paywall, a program that better supports subscription models and helps to fulfill the needs of their media partners – very few customers are willing to pay for news through social media MEDIA & ENTERTAINMENT GENERATIONS | 2017 Facebook Paywall – unlikely to save Media & Entertainment companies
  12. 12.  Season 7 premiere of Game of Thrones, the most-watched season premiere for any HBO series to date, experienced almost 3.5x amount of social mentions on premiere day compared to the release day of Wonder Woman, the second highest grossing movie in 2017. US Media & Entertainment Survey 2017 Findings:  One-quarter of consumers under 35 years old state that using social media while watching entertainment is critical to their enjoyment of the experience – almost half of those over 35 strongly disagree  1 in 5 consumers of high school age uses social media to primarily post about TV shows Those preachy pre-film commercials reprimanding millennials from using their mobile devices during movie viewing are a real ‘turn- off’ for younger audiences who are accustomed to consuming entertainment while having a cross-channel, cross-device experience MEDIA & ENTERTAINMENT GENERATIONS | 2017 “Turn off your cell phone” policies are a real turn off for young movie viewers
  13. 13. MEDIA & ENTERTAINMENT GENERATIONS | 2017 Half of consumers prefer to watch movies in the comfort of their homes Most popular device for home entertainment?  Gaming devices, Smart TV’s and cable boxes are the most popular devices used to access entertainment at home among those 13-34 years of age. Consumers 35+ most often use a cable box, Smart TV, or Blue-ray Disc player Sofas over Movie theater chairs  Over 80% of consumers waited for a movie to be released on video rather than going to the theater in the last year  More than half of consumers agree that they would watch more new movies if they could watch first-run movies from their home
  14. 14. MEDIA & ENTERTAINMENT GENERATIONS | 2017 Bigger and better… now at home  Over one third of consumers believe screen size is the biggest differentiator between a movie and a TV show and over 75% ideally prefer a 35’’ TV or larger screen to view shows or movies while at home (US Media & Entertainment Survey 2017)  Average screen size of TV shifted from 43 to 45 inches from 2016 to 2017: 4.5% YoY  Nearly 50% of all sold TVs in Q2 2017 are 4K definition
  15. 15. MEDIA & ENTERTAINMENT GENERATIONS | 2017 Binge watching is Crafters preferred entertainment consumption method  Over 50% of consumers between the age of 13 and 22 say they prefer to binge watch TV series  Over one-third of consumers over the age of 35 prefer to watch one episode per week  Netflix is the most talked about channel on social media for binge watching – activity spikes when new seasons of shows are released (ex: House of Cards)
  16. 16. MEDIA & ENTERTAINMENT GENERATIONS | 2017 MoviePass – the Netflix of cinemas?  Streaming services such as Netflix and Spotify have gotten Americans accustomed to $10 a month unlimited home entertainment – MoviePass attempts to give Americans an all you can binge buffet, but for movie theaters.  Consumers took interest on August 15th when the startup announced the membership price decreased from $50 to $9.95 a month  More social mentions on the day of the release and the day after than the rest of 2017 combined
  17. 17. MEDIA & ENTERTAINMENT GENERATIONS | 2017 GLOSSARY Definitions 04 Industry Average is composed of the following industries:  Retail & E-Commerce  Travel & Hospitality  Auto, Home & Life Insurance  Automotive  Banking & Investment  Media & Entertainment (excluding National News)  National News 05 Traditional TV Companies: cable content providers and satellite TV 11 Paywall: requires users to pay to subscribe to the site for access 15 Crafters: Generation Z (birth years ranging from the mid-1990s to the mid-2000s) 15 Binge watching: consuming multiple episodes of a TV program in a row 16 MoviePass: subscription-based movie ticketing service 15 4K TVs: higher resolution televisions High Schoolers: Age 13 – 17 College Students: Age 18 – 22 Young Professionals: Age 23 – 34 35 and Older: 35+
  18. 18. MEDIA & ENTERTAINMENT GENERATIONS | 2017 Table 1: Home Entertainment Device Gaming Device Cable Box Smart TV Blu - Ray Roku Chromecast Apple TV Sling High Schoolers 55% 39% 38% 25% 19% 11% 10% 4% College Students 51% 29% 29% 20% 13% 11% 11% 1% Young Professionals 46% 32% 41% 26% 16% 13% 14% 4% 35 and Above 18% 44% 31% 24% 20% 6% 7% 3% What type of device(s) do you use to access entertainment at home? (US Media & Entertainment Survey 2017)
  19. 19. MEDIA & ENTERTAINMENT GENERATIONS | 2017 Table 2: Sports News Outlet High Schoolers College Students Young Professionals 35 and Above Television 27% 23% 27% 32% News Sites 10% 11% 14% 11% Social Media 24% 28% 17% 9% Newspaper or Magazine 2% 3% 3% 6% Apps 2% 5% 3% 4% Which of the following outlets do you use for sports news? (US Media & Entertainment Survey 2017)
  20. 20. MEDIA & ENTERTAINMENT GENERATIONS | 2017 Table 3: News Consumption by Social Platform High Schoolers College Students Young Professionals 35 and Above Facebook 60% 55% 69% 49% Twitter 39% 51% 41% 23% Reddit 38% 41% 39% 35% Instagram 25% 22% 26% 20% Snapchat 22% 25% 16% 10% Which of the following social media platforms do you use for news consumption? (US Media & Entertainment Survey 2017)

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