德勤：2022年媒体消费者调查报告（英文版）_39页_7mb

Media Consumer Survey 2022 Summary

Core Content

The 2022 Media Consumer Survey provides a comprehensive overview of how Australians across five generations (Gen Z to Matures) consume media and digital entertainment, especially in a post-pandemic environment. It highlights evolving consumer behaviors, the increasing complexity of media consumption, and the challenges and opportunities for media providers.

Main Trends and Insights

Subscription Behavior

• Subscription Growth: Australians are increasingly adopting digital entertainment subscriptions, with the average number of paid subscriptions per household rising from 2.3 in 2021 to 3.1 in 2022.
• Generational Differences:
  • Gen Z has the highest number of subscriptions at 4.5.
  • Millennials follow with 4.2.
  • Gen X has 2.8.
  • Boomers have 1.9.
  • Matures have the lowest at 1.6.
• Churn and Cost Concerns:
  • 33% added a subscription in the last six months.
  • 31% cancelled a subscription in the same period.
  • 64% are concerned about the cost of multiple subscriptions.
  • 48% of consumers are willing to watch 6 minutes of ads per hour for a $5-per-month SVOD subscription.

Content Consumption

• Top Home Entertainment Activities:
  • Watching paid TV/movie services remains the most popular.
  • Browsing social media is second, followed by browsing the internet.
• Social Media Usage:
  • 8.1 hours per week are spent watching paid movie/video streaming.
  • 6.5 hours per week on live free-to-air TV.
  • 5.1 hours per week on catch-up free-to-air TV.
  • 4.7 hours per week on video content via social media.
• Preferred Platforms:
  • Television is the most preferred for social media time (43%).
  • Smartphones (27%) and Laptops (12%) follow.

News Consumption

• News Sources:
  • TV news programs are the most frequent source (34%).
  • Social media (14%), Newspapers (13%), Radio (10%), and Digital news aggregators (8%) are also significant.
• Trust and Quality:
  • Perceived trustworthiness of content is most valued (82%).
  • Perceived quality of content is next (79%).
  • Ease of access is also highly valued (75%).
• Diversity in News:
  • 71% of Australians have access to news with somewhat diverse tone, coverage, and cultural representation.
  • 38% perceive moderate diversity, and 18% perceive high or extremely high diversity.

Advertising and Ad-Free Preferences

• Ad-Free Demand:
  • 58% would pay for ad-free TV and movies.
  • 48% would pay for ad-free music.
  • 39% for ad-free sports, 36% for ad-free news, and 34% for ad-free games.
• Ad Tolerance:
  • 46% are interested in 12 minutes of ads per hour for a free subscription.
  • 44% are interested in 6 minutes of ads per hour for a $5-per-month subscription.
• Ad Influence:
  • 42% are influenced by ads on free-to-air TV.
  • 35% by ads on shopping websites.
  • 34% by ads on social media.

Social Media and UGC

• Social Media Usage:
  • 68% find engaging with friends and family on social media as rewarding as real-life interactions.
  • 64% spend more time watching UGC than planned.
• UGC Trends:
  • 39% of Australians create and share content.
  • 59% watch more UGC now than six months ago.
  • 15% watch more than two hours of UGC daily.
  • 48% watch up to two hours of UGC daily.

Sport Consumption

• Sport as a Key Component:
  • Sport is more than just a game, with 48% adding subscriptions and 35% cancelling them.
  • 48% of consumers are willing to watch 6 minutes of ads per hour for a $5-per-month subscription.
• Post-Pandemic Recovery:
  • Sport's post-pandemic recovery is noted, with a focus on how it's being consumed in a broader and more varied content landscape.

Budget and Cost Management

• Budget Overspending:
  • 61% of consumers plan to keep the same number of subscriptions in the next 12 months.
  • 18% will have more, and 5% will have fewer.
• Average Monthly Spend:
  • $82 for digital entertainment subscriptions.
  • $55 is the average target monthly budget, but actual spending is higher.
• Generational Spending:
  • Gen Z spends $82, with a target of $67.
  • Boomers spend $44, with a target of $43.

Key Insights

• Consumer Behavior: Australians are becoming more proactive in managing their media subscriptions, often switching and curating their own media bundles.
• Cost and Value Trade-offs: Consumers are more open to trade-offs between content experience and cost, leading to increased innovation in content monetization strategies.
• Social Media's Role: Social media is a significant source of content discovery and engagement, with a growing presence in daily routines.
• Adaptation by Media Players: To retain audience attention and share of mind, media providers are introducing ad-funded models, rethinking subscription tiers, and offering more flexible access options.
• Trust and Influence: Trust in news sources is a critical factor, with a growing preference for diverse and culturally representative content.

Conclusion

The 2022 Media Consumer Survey highlights a dynamic and evolving media landscape in Australia, driven by generational differences in consumption habits, increasing subscription complexity, and the integration of social media and UGC into daily life. As consumers become more discerning and cost-conscious, media providers must adapt their strategies to retain and engage audiences effectively.