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Designing the
Future of
Entertainment
2013 Global Entertainment Survey
Margin of error = ±1.22% at
95% confidence interval
Methodology
Seventh annual study, which has expanded this year to include eight global markets:
U.S., U.K., India, Brazil, China, Germany, Turkey and Korea. The study was conducted by
research firm Edelman Berland.
ACCURACY HOWWHEN
AUDIENCE HOW MANY
Adults 18-54 n = 6,500 (1K/market in U.S., U.K., India, Brazil and
China; 500/market in Germany, Turkey and Korea)
Data weighted to equally represent all countries
Data collection occurred
April 1 – 12, 2013
Online survey
KEY
Stats noted as global-or-
region-specific
Seven years of research – Global expansion
2005–2007 2007–2009 2009–2011 2011–2013 2013–Present
GlobalDigital
Entertainment,
Rights and
Technology
Digital
Entertainment
and Technology
Come Play
Multimedia MeSocial
Entertainment
All About MeShare ThisGateway to
Individuals
Globalization of
Entertainment
ENTERTAINMENT
GOES GLOBAL
Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting?
Q10 Please indicate how likely you would be to engage in the following activities. 5
People want immersive and interactive experiences
Watch more than one episode of my favorite TV show in one sitting
Try new ways to interact with entertainment
Access additional online content related
to my entertainment
Interact in real time with what I am watching
Use social networks to interact with talent
from the entertainment I like
Vote for my favorite contestants on reality
TV or music talent shows
Watch content while simultaneously using
my personal device to buy merchandise
88%
73%
70%
65%
63%
61%
60%
Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting?
Q10 Please indicate how likely you would be to engage in the following activities. 6
Emerging markets are especially engaged
% Likely TOTAL
UNITED
STATES
UNITED
KINGDOM
INDIA BRAZIL CHINA TURKEY GERMANY KOREA
Watch more than one episode of my
favorite TV show in one sitting
88% 86% 86% 91% 91% 98% 85% 82% 89%
Try new ways to interact with
entertainment
73% 62% 59% 88% 86% 81% 81% 71% 56%
Access additional online content related
to my entertainment
70% 62% 58% 87% 81% 79% 66% 57% 66%
Interact in real time with what I am
watching
65% 47% 47% 86% 77% 81% 73% 46% 60%
Use social networks to interact with talent
from the entertainment I like
63% 51% 48% 85% 75% 74% 74% 45% 55%
Vote for my favorite contestants on reality
TV or music talent shows
61% 49% 40% 82% 69% 83% 63% 34% 65%
Watch content while simultaneously using
my personal device to buy merchandise
60% 49% 45% 80% 73% 75% 60% 43% 51%
TEND TO BE:
• Male
• 8095er
• College educated
• Constant user of social media
• Significantly more likely than average to
socialize content about entertainment
• Behavior highest among those residing in
India, Brazil and China
Q6 When watching entertainment content, how often are you simultaneously using another device [e.g.
television, computer, smartphone, tablet, etc.]?
Q7 How likely are you to use multiple devices while watching entertainment content to enhance your entertainment experience? 7
Seven-in-ten enhance entertainment by
simultaneously using another device
96%
HAVE SIMULTANEOUSLY USED
ANOTHER DEVICE WHEN WATCHING
ENTERTAINMENT, AND 51% DO SO
“ALWAYS” OR “MOST OF THE TIME.”
70%
EXPERIENCE
ENHANCERS
Q24-25 Please indicate your level of agreement, when it comes to entertainment content… 8
Visual-tainment creates global connections
Majorities in all countries agree:
“I feel more connected to the world at
large now because of social media”
(62% agree, global)
“I’m more open to watching online
videos from far-flung places than I
was a year ago.”
(63% agree, global)
“Because of some of the entertainment
content I’ve seen from all over the
world, I feel humans are more
connected than ever before.”
(67% agree, global)
AGREE DISAGREE
(65%)
(58%)
(54%)
(66%)
(67%)
(60%)
(53%)
(52%)
“In the past year, I have
watched/listened to
entertainment content in a
language that I do not speak.”
SHARING IS FUNDAMENTAL
TO THE ENTERTAINMENT
EXPERIENCE
Q16 Generally speaking, how likely are you to use social media to share content about each of the following? 10
People are as likely to share about entertainment
as about themselves or their friends
Your Family
Local/Regional news
National/World news
Your friends
Yourself
Entertainment
76%
76%
75%
67%
64%
65%
Emerging markets
(India, Brazil, China and Turkey);
8095ers; and college graduates
lead the trend
Q21 How likely are you to use social media to share your opinion of entertainment content when you… 11
Useful, popular and funny entertainment is shared
around the world - India ranks highest
Global Ave.
75% – 77%
Useful Love Interesting Funny
66% 66% 65% 64%
89% 89% 88% 88%
Q23 Which of the following best represents your view? Please rank your top three responses. When I use social media to share
content about entertainment, I do it mostly... (Shown: % First choice) 12
Globally,
people are
more likely to share
positive than negative
experiences
5x
20%
4%
To share joy/satisfaction
To warn others not to
waste time or money
on content that is not
entertaining
ANYTIME, ANYWHERE
ACCESS IS HERE
14
Television is still the device of choice for entertainment;
laptops and mobile are gaining ground
#1 China, Korea
#2 Turkey
#3 India
Q3 What device do you most often turn to for entertainment? Please rank your top three responses
#1U.S., U.K., India,
Brazil, Germany #2U.S., U.K., India,
Brazil, Germany
#4 U.S./U.K.
15
Preferred content type varies considerably by
country
Q5 What type of content do you most often turn to for entertainment? Please rank your top 3 responses.
#1 U.S., U.K. #1 Korea#1 Germany#1 India, Turkey #1 Brazil, China
CONSUMERS’
MOTIVATORS
ARE UNIVERSAL
Q11 Who or what influences you to… view a program on television; go to a theater to watch a movie; watch a movie on a personal
device; watch a Web video online; purchase a new song or album 17
Personal recommendations are the top influencer of
entertainment choices
Entertainment Consumption Influencers
Recommendation from a 'real life' friend or family member 35%
Advertisements/Trailers 29%
An entertainment review on television [e.g., Entertainment Tonight, movie
reviewer on local news, etc.]
26%
Professional review/recommendation from a critic [e.g., in a newspaper,
or a 'movie blogger']
25%
Recommendation from or connection to a brand or product I like 22%
Recommendation from someone I am connected with mostly through social
media but don't know personally
22%
Promotional event 22%
Recommendation from a person you don't know [e.g., celebrity or someone
you follow via social media]
20%
91%
85%
76%
74%
77%
89%
86%
80%
75%
72%
88%
82%
79%
74%
67%
58%
Spending Drivers
Shown: % Extremely/Somewhat Important
2011
2012
2013
Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of
the following things to you, personally, when you are spending money on entertainment content? (Shown: U.S.) 18
Drivers remain steady in the U.S. -
enjoyment and quality come first.
My personal enjoyment of the entertainment
Excellent visual or sound quality of the entertainment
The hours of enjoyment the entertainment will provide
Being able to access the entertainment immediately
Being able to purchase the entertainment easily
Positive reviews from people I know
48%
31%
42%
17%
50%
43%
41%
31%
52%
47%
46%
45%
43%
41%
39%
Spending Drivers
Shown: % Extremely/Somewhat Important
2011
2012
2013
Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of
the following things to you, personally, when you are spending money on entertainment content? (Shown: U.S.) 19
Being the first to enjoy entertainment
rises in importance
The number of devices with which I can access the entertainment
Popularity of the entertainment
Recommendation from or connection to a brand or product I like
Positive reviews from professional critics
Being able to access the entertainment via “the cloud”
Having unrestricted ability to share or make
copies of the entertainment legally
Being one of the first to enjoy new entertainment
89%
87%
78%
73%
76%
90%
86%
80%
74%
75%
91%
85%
81%
76%
69%
59%
Spending Drivers
Shown: % Extremely/Somewhat Important
2011
2012
2013
Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of
the following things to you, personally, when you are spending money on entertainment content? (Shown: U.K.) 20
U.K. entertainment spending drivers
remain steady
My personal enjoyment of the entertainment
Excellent visual or sound quality of the entertainment
The hours of enjoyment the entertainment will provide
Being able to access the entertainment immediately
Being able to purchase the entertainment easily
Positive reviews from people I know
47%
29%
14%
34%
45%
41%
23%
33%
48%
46%
46%
44%
39%
39%
38%
Spending Drivers
Shown: % Extremely/Somewhat Important
2011
2012
2013
Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of
the following things to you, personally, when you are spending money on entertainment content? (Shown: UK) 21
Being the first to enjoy entertainment
rises in importance
The number of devices with which I can access the entertainment
Popularity of the entertainment
Positive reviews from professional critics
Recommendation from or connection to a brand or product I like
Being able to access the entertainment via “the cloud”
Being one of the first to enjoy new entertainment
Having unrestricted ability to share or make
copies of the entertainment legally
85%
81%
75%
72%
66%
65%
60%
58%
56%
56%
54%
51%
47%
Spending Drivers
Shown: % Extremely/Somewhat Important
Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of
the following things to you, personally, when you are spending money on entertainment content? 22
Brands are as influential as professional critics in
driving entertainment spending
My personal enjoyment of the entertainment
Excellent visual or sound quality of the entertainment
The hours of enjoyment the entertainment will provide
Being able to access the entertainment immediately
Being able to purchase the entertainment easily
Positive reviews from people I know
Popularity of the entertainment
The number of devices with which I can access the entertainment
Recommendation from or connection to a brand or product I like
Positive reviews from professional critics
Having unrestricted ability to share or make copies of the entertainment
legally
Being able to access the entertainment via “the cloud”
Being one of the first to enjoy new entertainment
Entertainment is as powerful a social media driver as personal
content
People’s definition of entertainment brands is changing –
opening up the field for new innovations and new players
How people watch entertainment has shifted. While they may
be multitasking, they're also looking for more ways to interact
with it - including with their favorite brands
Visual-tainment and socialization creates a global link.
Emerging markets are leading the way - immersing themselves
in the experience though interaction and socialization
Thank You
#EdelEnt

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2013 Edelman Global Entertainment Survey

  • 1. Designing the Future of Entertainment 2013 Global Entertainment Survey
  • 2. Margin of error = ±1.22% at 95% confidence interval Methodology Seventh annual study, which has expanded this year to include eight global markets: U.S., U.K., India, Brazil, China, Germany, Turkey and Korea. The study was conducted by research firm Edelman Berland. ACCURACY HOWWHEN AUDIENCE HOW MANY Adults 18-54 n = 6,500 (1K/market in U.S., U.K., India, Brazil and China; 500/market in Germany, Turkey and Korea) Data weighted to equally represent all countries Data collection occurred April 1 – 12, 2013 Online survey KEY Stats noted as global-or- region-specific
  • 3. Seven years of research – Global expansion 2005–2007 2007–2009 2009–2011 2011–2013 2013–Present GlobalDigital Entertainment, Rights and Technology Digital Entertainment and Technology Come Play Multimedia MeSocial Entertainment All About MeShare ThisGateway to Individuals Globalization of Entertainment
  • 5. Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting? Q10 Please indicate how likely you would be to engage in the following activities. 5 People want immersive and interactive experiences Watch more than one episode of my favorite TV show in one sitting Try new ways to interact with entertainment Access additional online content related to my entertainment Interact in real time with what I am watching Use social networks to interact with talent from the entertainment I like Vote for my favorite contestants on reality TV or music talent shows Watch content while simultaneously using my personal device to buy merchandise 88% 73% 70% 65% 63% 61% 60%
  • 6. Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting? Q10 Please indicate how likely you would be to engage in the following activities. 6 Emerging markets are especially engaged % Likely TOTAL UNITED STATES UNITED KINGDOM INDIA BRAZIL CHINA TURKEY GERMANY KOREA Watch more than one episode of my favorite TV show in one sitting 88% 86% 86% 91% 91% 98% 85% 82% 89% Try new ways to interact with entertainment 73% 62% 59% 88% 86% 81% 81% 71% 56% Access additional online content related to my entertainment 70% 62% 58% 87% 81% 79% 66% 57% 66% Interact in real time with what I am watching 65% 47% 47% 86% 77% 81% 73% 46% 60% Use social networks to interact with talent from the entertainment I like 63% 51% 48% 85% 75% 74% 74% 45% 55% Vote for my favorite contestants on reality TV or music talent shows 61% 49% 40% 82% 69% 83% 63% 34% 65% Watch content while simultaneously using my personal device to buy merchandise 60% 49% 45% 80% 73% 75% 60% 43% 51%
  • 7. TEND TO BE: • Male • 8095er • College educated • Constant user of social media • Significantly more likely than average to socialize content about entertainment • Behavior highest among those residing in India, Brazil and China Q6 When watching entertainment content, how often are you simultaneously using another device [e.g. television, computer, smartphone, tablet, etc.]? Q7 How likely are you to use multiple devices while watching entertainment content to enhance your entertainment experience? 7 Seven-in-ten enhance entertainment by simultaneously using another device 96% HAVE SIMULTANEOUSLY USED ANOTHER DEVICE WHEN WATCHING ENTERTAINMENT, AND 51% DO SO “ALWAYS” OR “MOST OF THE TIME.” 70% EXPERIENCE ENHANCERS
  • 8. Q24-25 Please indicate your level of agreement, when it comes to entertainment content… 8 Visual-tainment creates global connections Majorities in all countries agree: “I feel more connected to the world at large now because of social media” (62% agree, global) “I’m more open to watching online videos from far-flung places than I was a year ago.” (63% agree, global) “Because of some of the entertainment content I’ve seen from all over the world, I feel humans are more connected than ever before.” (67% agree, global) AGREE DISAGREE (65%) (58%) (54%) (66%) (67%) (60%) (53%) (52%) “In the past year, I have watched/listened to entertainment content in a language that I do not speak.”
  • 9. SHARING IS FUNDAMENTAL TO THE ENTERTAINMENT EXPERIENCE
  • 10. Q16 Generally speaking, how likely are you to use social media to share content about each of the following? 10 People are as likely to share about entertainment as about themselves or their friends Your Family Local/Regional news National/World news Your friends Yourself Entertainment 76% 76% 75% 67% 64% 65% Emerging markets (India, Brazil, China and Turkey); 8095ers; and college graduates lead the trend
  • 11. Q21 How likely are you to use social media to share your opinion of entertainment content when you… 11 Useful, popular and funny entertainment is shared around the world - India ranks highest Global Ave. 75% – 77% Useful Love Interesting Funny 66% 66% 65% 64% 89% 89% 88% 88%
  • 12. Q23 Which of the following best represents your view? Please rank your top three responses. When I use social media to share content about entertainment, I do it mostly... (Shown: % First choice) 12 Globally, people are more likely to share positive than negative experiences 5x 20% 4% To share joy/satisfaction To warn others not to waste time or money on content that is not entertaining
  • 14. 14 Television is still the device of choice for entertainment; laptops and mobile are gaining ground #1 China, Korea #2 Turkey #3 India Q3 What device do you most often turn to for entertainment? Please rank your top three responses #1U.S., U.K., India, Brazil, Germany #2U.S., U.K., India, Brazil, Germany #4 U.S./U.K.
  • 15. 15 Preferred content type varies considerably by country Q5 What type of content do you most often turn to for entertainment? Please rank your top 3 responses. #1 U.S., U.K. #1 Korea#1 Germany#1 India, Turkey #1 Brazil, China
  • 17. Q11 Who or what influences you to… view a program on television; go to a theater to watch a movie; watch a movie on a personal device; watch a Web video online; purchase a new song or album 17 Personal recommendations are the top influencer of entertainment choices Entertainment Consumption Influencers Recommendation from a 'real life' friend or family member 35% Advertisements/Trailers 29% An entertainment review on television [e.g., Entertainment Tonight, movie reviewer on local news, etc.] 26% Professional review/recommendation from a critic [e.g., in a newspaper, or a 'movie blogger'] 25% Recommendation from or connection to a brand or product I like 22% Recommendation from someone I am connected with mostly through social media but don't know personally 22% Promotional event 22% Recommendation from a person you don't know [e.g., celebrity or someone you follow via social media] 20%
  • 18. 91% 85% 76% 74% 77% 89% 86% 80% 75% 72% 88% 82% 79% 74% 67% 58% Spending Drivers Shown: % Extremely/Somewhat Important 2011 2012 2013 Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? (Shown: U.S.) 18 Drivers remain steady in the U.S. - enjoyment and quality come first. My personal enjoyment of the entertainment Excellent visual or sound quality of the entertainment The hours of enjoyment the entertainment will provide Being able to access the entertainment immediately Being able to purchase the entertainment easily Positive reviews from people I know
  • 19. 48% 31% 42% 17% 50% 43% 41% 31% 52% 47% 46% 45% 43% 41% 39% Spending Drivers Shown: % Extremely/Somewhat Important 2011 2012 2013 Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? (Shown: U.S.) 19 Being the first to enjoy entertainment rises in importance The number of devices with which I can access the entertainment Popularity of the entertainment Recommendation from or connection to a brand or product I like Positive reviews from professional critics Being able to access the entertainment via “the cloud” Having unrestricted ability to share or make copies of the entertainment legally Being one of the first to enjoy new entertainment
  • 20. 89% 87% 78% 73% 76% 90% 86% 80% 74% 75% 91% 85% 81% 76% 69% 59% Spending Drivers Shown: % Extremely/Somewhat Important 2011 2012 2013 Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? (Shown: U.K.) 20 U.K. entertainment spending drivers remain steady My personal enjoyment of the entertainment Excellent visual or sound quality of the entertainment The hours of enjoyment the entertainment will provide Being able to access the entertainment immediately Being able to purchase the entertainment easily Positive reviews from people I know
  • 21. 47% 29% 14% 34% 45% 41% 23% 33% 48% 46% 46% 44% 39% 39% 38% Spending Drivers Shown: % Extremely/Somewhat Important 2011 2012 2013 Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? (Shown: UK) 21 Being the first to enjoy entertainment rises in importance The number of devices with which I can access the entertainment Popularity of the entertainment Positive reviews from professional critics Recommendation from or connection to a brand or product I like Being able to access the entertainment via “the cloud” Being one of the first to enjoy new entertainment Having unrestricted ability to share or make copies of the entertainment legally
  • 22. 85% 81% 75% 72% 66% 65% 60% 58% 56% 56% 54% 51% 47% Spending Drivers Shown: % Extremely/Somewhat Important Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? 22 Brands are as influential as professional critics in driving entertainment spending My personal enjoyment of the entertainment Excellent visual or sound quality of the entertainment The hours of enjoyment the entertainment will provide Being able to access the entertainment immediately Being able to purchase the entertainment easily Positive reviews from people I know Popularity of the entertainment The number of devices with which I can access the entertainment Recommendation from or connection to a brand or product I like Positive reviews from professional critics Having unrestricted ability to share or make copies of the entertainment legally Being able to access the entertainment via “the cloud” Being one of the first to enjoy new entertainment
  • 23. Entertainment is as powerful a social media driver as personal content People’s definition of entertainment brands is changing – opening up the field for new innovations and new players How people watch entertainment has shifted. While they may be multitasking, they're also looking for more ways to interact with it - including with their favorite brands Visual-tainment and socialization creates a global link. Emerging markets are leading the way - immersing themselves in the experience though interaction and socialization