The document discusses a study on consumer trust and engagement in the entertainment industry, particularly focusing on adults aged 18-54. It highlights a significant shift in how consumers view and access entertainment, emphasizing the rise of online streaming platforms and the role of predictive recommendations in navigating content. Trust in brand-driven content and recommendations from personal connections are crucial in influencing consumer spending and engagement with entertainment.

1. O C T O B E R 5 , 2 0 1 5
A lgor ithms, B r ands and C onnections

2. ABOUT THE STUDY
AUDIENCE
Adults 18-54
HOW MANY
n=2,000
ACCURACY
Margin of Error
=±2.2% at 95%
confidence interval
WHEN
Data Collection Occurred
August 7–13, 2015
HOW
Online Survey
Conducted by Research
Firm Edelman Berland
COUNTRIES
Ninth Annual Study
ANNUAL
9th
2
*
*Results shown are US only unless otherwise indicated

3. NETWORKED ENTERTAINMENT
3
Digital Entertainment,
Rights and Technology
Digital Entertainment
and Technology
Social
Entertainment
Entertainment
“Selfie-Style”
Networked
Entertainment
Gateway to Individuals Share This
Come Play
and Share
Immediate
Engagement
Algorithms, Brands,
Connections
2 0 0 6 2 0 1 5

4. TECHNOLOGY INDUSTRY LEADS
IN CONSUMER TRUST
Q29 Please indicate how much you trust businesses in each of the following industries to do what is right. Please use a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 4
79% 71% 57%
TECHNOLOGY ENTERTAINMENT MEDIA
Trust Industries to “Do What is Right”: Showing Top 4 Box (6-9 on 9 pt. Scale)

5. CONSUMERS TRUST CONTENT CREATORS AND
DISTRIBUTORS TO EQUALLY CREATE ENTERTAINING CONTENT
Showing Top 4 Box (6-9 on 9 pt. Scale)
Q30 Please indicate how much you trust the entertainment content created by the following sources to be entertaining – that is, the degree to which you would trust videos or other entertainment content to be entertaining if you only knew who created it. Please
use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” 5
74% 73% 72%
Online streaming video platform
(Netflix, Hulu, Amazon Prime)
Traditional broadcast network
(NBC, CBS, ABC, etc.)
Cable network
(HBO, USA, TNT, etc.)
Trust content to be entertaining

6. In just 5 years, a dramatic shift…
TOP OF MIND ENTERTAINMENT COMPANIES
HAVE BEEN REDEFINED
6Q3 When you think about entertainment (e.g. television, movies, internet, etc.), which companies come to mind? OPEN END
10 of top 10
Companies cited are
traditional networks/studios
#1 company
Cited is an online streaming platform
2 of top 5 companies
are online streaming platforms
2010 2015

7. 2010 2013 2015
1
2
3
4
5
6
7
8
9
10
THE RISE OF ONLINE STREAMING
7Q3 When you think about entertainment (e.g. television, movies, internet, etc.), which companies come to mind? OPEN END
Traditional networks
and studios
Online streaming
platform companies
Cable channel
Cable company

8. CONSUMERS ARE INUNDATED WITH
CONTENT, BUT LOOKING FOR MORE…
Q12 When watching entertainment content, how often are you simultaneously using another device (e.g. television, computer, smartphone, tablet, etc.)?
Q15 / Q15a: How likely are you to use multiple devices while watching entertainment content to…? (Asked of those who use multiple devices) 8
93%
Use multiple devices
SIMULTANEOUSLY
85%
Likely to multi-task using
another device to do
something UNRELATED
to the content they
are watching
79%Search/Google for
content RELATED
to what they
are watching

9. 9

10. MOST CONSUMERS COMFORTABLE WITH
PREDICTIVE RECOMMENDATIONS FOR ENTERTAINMENT
10
Q10 Please indicate how likely you would be to engage in the following activities.
Q33 And thinking about entertaining content, how comfortable are you with the idea of predictive recommendations? Please rate your response on a scale of 1-5, where 1 means “not comfortable at all,” and 5 means “extremely comfortable.”
60%
are very or somewhat likely to “provide
personal information to secure more
tailored recommendations online”
Only 5% are “not comfortable at all” with the idea
of predictive recommendations…

11. DESPITE SOME RESERVATIONS, PREDICTIVE
RECOMMENDATIONS HELP CUT THROUGH THE CLUTTER
11
Breach of privacy52%
Distracting46%
Enhance my viewing experience80%
Provide wider exposure to a variety
of content74%
Q37 Thinking about entertaining content and the platforms you use to discover it, how much do you agree with each of the following statements when it comes to predictive recommendations? Shown: % Agree
Help me navigate and prioritize the
overwhelming amount of entertainment
content at my fingertips
69%

12. STREAMING PLATFORM RECOMMENDATIONS
MORE VALUABLE THAN SOCIAL NETWORK
Q38 And which of the following uses of “predictive recommendations” are most beneficial to you? (Answer choices abbreviated) 12
43%
Video Streaming
Platform
37%
Music Streaming
Platform
29%
Social Media

13. 13

14. TRUSTED BRANDS DRIVE ENTERTAINMENT SPENDING
14Q9 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?
Entertainment Spending Drivers: Showing Top 2 Box (Extremely / Somewhat Important)
Entertainment Spending Drivers:
78%
70%
68%
65%
57%
55%
49%
49%
47%
42%
35%
Being able to access the entertainment immediately
Recommendation from a “real life” friend or family member
Positive reviews from people I know
A trusted company/brand created the actual entertainment content
Positive reviews from professional critics (in newspapers, online, on TV, etc.)
Popularity of the entertainment
Recommendation from or connection to a brand or product I like
Being one of the first to enjoy new entertainment
Being one of the first to share about my experience with the entertainment
Recommendation from a social media (i.e. YouTube) celebrity
Recommendation from a traditional celebrity

15. TRUSTED RELATIONSHIPS DRIVE
VIEWS OF BRANDED CONTENT
Likely to view branded content that is…: Showing Top 2 Box
Q27 How likely would you be to watch this type of entertaining content (not obvious advertising) which each of the following characteristics? [TOP TWO BOX ON 5-POINT SCALE] 15
BRANDS
Company/product
I use regularly and/or
a company I trust
85%
VIDEO STREAMING
PLATFORMS
Video streaming
platforms
78%
FRIENDS & FAMILY
Friend
or family member
84%
Featured by a news
outlet like BuzzFeed
NEWS OUTLET
64%
Likely to view entertaining content that is created by…

16. 16

17. CONSUMERS TRUST CONTENT CREATORS, DISTRIBUTORS
AND BRANDS TO EQUALLY CREATE ENTERTAINING CONTENT
17
Showing Top 4 Box (6-9 on 9 pt. Scale)
Q30 Please indicate how much you trust the entertainment content created by the following sources to be entertaining – that is, the degree to which you would trust videos or other entertainment
content to be entertaining if you only knew who created it. Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.”
74% 73% 72%
Online streaming video platform
(Netflix, Hulu, Amazon Prime)
Traditional broadcast network
(NBC, CBS, ABC, etc.)
Cable network
(HBO, USA, TNT, etc.)
Trust Content to be Entertaining:
Brand you buy
75%

18. HOW CONSUMERS DEFINE COMPELLING ENTERTAINMENT CONTENT
18
Q27 How likely would you be to watch this type of entertaining content (not obvious advertising) which each of the following characteristics)?
[TOP TWO BOX ON 5-POINT SCALE] Branded content definition: Entertaining content (i.e. videos) produced by brands or companies that are not obvious advertisements
teaches me
something new
INFORMATIVE
87%
is part of
a series of videos
CONNECTED
78%
fits naturally with the
company sponsoring it
AUTHENTIC
76%
includes
a personal story
PERSONAL
74%

19. COMPELLING ENTERTAINMENT CONTENT
DRIVES BUSINESS RESULTS
19
Chose to buy the company’s
products or services
Recommended the
company to a friend, family
member or colleague
Shared positive company
opinions or experiences
online
Paid attention to future
content from the company37%
34%
29%
29%
Q28 And thinking back over the past 12 months, have you taken any of the following actions in relation to good or engaging content produced by a brand (again, that is not an obvious advertisement)?

20. “ENTERTAINMENT NETWORKED”
Most consumers comfortable with predictive recommendations for entertainment
Trusted brands drive engagement
Relationships drive results for brands
20

21. #EDELENT
FOR MORE INFORMATION
W W W. E D E L M A N . C O M / I N S I G H T S / I N T E L L E C T U A L - P R O P E R T Y