德勤-2018年网络媒体趋势调查报告（英文）-2018-26页-4mb

Digital Media Trends Survey Summary

Core Content

Deloitte's 12th edition of the Digital Media Trends Survey highlights major shifts in consumer behavior and industry dynamics in the US digital media landscape. The report focuses on how consumers are increasingly in control of their media consumption, driven by technological advancements and changing expectations. Key areas of analysis include streaming video adoption, the decline of pay TV, the emergence of the "MilleXZials," and the growing concern around personal data.

Main Insights

Insight No. 1: Streaming crosses the chasm

• Streaming video adoption has reached a critical milestone, with 55% of US households now subscribing to paid streaming services in 2017, surpassing the 50% threshold for the first time.
• SVOD (Subscription Video on Demand) has grown by 450% since 2009, driven by the demand for original, high-quality content and flexibility in viewing.
• Streaming is now a mainstream activity, with US consumers spending 38 hours per week on video content, 15 hours of which is streamed.
• Original content is a key differentiator, with 48% of streaming subscribers valuing it highly.
• The 2018 Golden Globe Awards recognized the high quality of original content offered by streaming platforms like Netflix, Hulu, and Amazon.
• Streaming is replacing traditional TV viewing, with 23 hours of broadcast TV content watched weekly in 2017, up from 15 hours in 2007.

Insight No. 2: Pay TV: Minding the value gap

• Pay TV is facing a growing value gap, as consumers expect more flexibility and content choice but feel they are not getting it.
• 70% of pay TV subscribers feel they are paying too much for the value they receive.
• Pay TV penetration dropped from 75% to 63% in 2017, with 27% of subscribers cutting the cord in the last year.
• 16–22% of Gen Z, millennials, and Gen X households have never subscribed to pay TV, and are unlikely to do so in the future.
• Bundling with home Internet is a key reason many retain pay TV, but alternative Internet access (e.g., 5G) may change this trend.

Insight No. 3: Emergence of the "MilleXZials"

• Generation X (35–51 years) is now behaving similarly to Gen Z (14–20) and millennials (21–34), forming the MilleXZials group.
• Streaming is a key driver of this group's behavior, with 70% of Gen Z, 68% of millennials, and 64% of Gen X having streaming subscriptions.
• MilleXZials stream more frequently, with 70% of Gen Z and millennials watching movies weekly, and 69% of Gen Z watching TV shows weekly.
• Binge-watching behavior is also increasing, with 91% of Gen Z, 86% of millennials, and 80% of Gen X engaging in binge-watching.
• Mobile video consumption is growing rapidly, and MilleXZials are leading the shift toward mobile-first content consumption.
• Gaming on smartphones is also becoming more prevalent, with Gen X leading in time spent on mobile gaming.

Insight No. 4: Personal data: a concern—and an opportunity

• 73% of US consumers are concerned about sharing personal data online and identity theft.
• Consumer confidence in data protection is low, with 69% believing companies are not doing enough to protect their data.
• Willingness to share data for personalized advertising dropped by 10 percentage points, from 37% to 27% in 2017.
• Consumers want visibility and control over their personal data, with 73% stating they would be more comfortable sharing data if they had control.
• 93% of consumers believe they should be able to delete their online data at will.
• Data privacy is a growing concern across all age groups, and companies must address this to retain consumer trust and benefit from targeted advertising.

Key Trends and Implications

• Streaming services are becoming the preferred choice for consumers, offering original content, no commercials, and flexible viewing.
• Pay TV is losing ground, as consumers opt for more personalized and cost-effective alternatives.
• MilleXZials are shaping the future of digital media consumption, with a strong preference for mobile and streaming.
• Personal data is becoming a critical asset for companies, but consumer trust is a barrier to its effective use.
• The future of digital media will be defined by how well companies can balance innovation with privacy.

What's Next?

• Mobile video is expected to drive further changes in media consumption and business models.
• Streaming will continue to reshape the industry, leading to new competition and opportunities.
• Providers must adapt to changing consumer expectations, including greater control over data and flexible content access.
• The convergence of generations in media habits may blurring traditional market segments, creating new challenges and opportunities for content creators and distributors.

Conclusion

The survey underscores the shift in power from providers to consumers, with the latter demanding more choice, flexibility, and control over their media experiences. As streaming and mobile video continue to dominate, the value gap in pay TV is expected to widen, and data privacy will become a central issue in the industry's evolution. Companies that can align with these trends—particularly the MilleXZials—stand to gain a competitive advantage in the rapidly changing digital media landscape.