ADI Media & Entertainment Generations Report -- 2017

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MEDIA & ENTERTAINMENT

GENERATIONS REPORT ADOBE DIGITAL INSIGHTS 2017

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MEDIA & ENTERTAINMENT GENERATIONS | 2017

TABLE OF CONTENTSOverview03 Methodology17 Glossary18 Table 1: Home Entertainment Device19 Table 2: Sports News Outlet 20 News Table 3: Consumption by Social Platform

Insights04 Online Media & Entertainment visits continue to fall05 Consumers turn their backs on traditional entertainment06 Sports fanatics now use social to follow their favorite teams07 Consumers prefer Google AMP over Media & Entertainment Apps08 National News – the last man standing09 National News is the hottest lunch date for Americans10 Consumers turn to social media as their primary news outlet11 Facebook Paywall – unlikely to save Media & Entertainment companies12 “Turn off your cell phone” policies are a real turn off for young movie viewers13 Half of consumers prefer to watch movies in the comfort of their homes14 Bigger and better… now at home15 Binge watching is Crafters preferred entertainment consumption method16 MoviePass – the Netflix of cinemas?


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/AdobeInsightsSign up for email alerts: http://www.cmo.com/adiregister.htmlFollow us: @adobeinsights


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


Consumers turn their backs on traditional entertainment

Traditional TV providers struggle to keep up as consumerslook 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 reportusing online streaming subscriptions to regularly watchtelevision. Online Cable, direct TV or satellite is theprimary method for half of those 35 years or older

Over one-quarter of those under 35 years are alreadywatching TV exclusively online, another 30% say theywill do so within the next 2 years

Over 40% of consumers over 35 years old don’tever plan to watch TV exclusively online.

As consumers turn to social media for sports news, Media &Entertainment Sports Sites suffer: Visit growth is down nearly50% 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 newscompared to those 35+


Sports fanatics now use social to follow their favorite teams

Steady adoption of Google Accelerated Mobile Pages (AMP) enables consumers to have a better mobile experience which shifts trafficfrom 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)


Consumers prefer Google AMP over Media & Entertainment Apps

National news leads in year over year (YoY) total growth of visits among all industries (+22%) and didn’t lose asmuch 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


National News – the last man standing


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)


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 isthrough social media as opposed to TV, newsplatforms, or newspaper

Looking Forward 35% of young consumers say their use of social

media tools for news content will increase in thenext year – consumers over 35 less likely to saytheir use of social media for news will increase inthe next year (<20%)

US Media & Entertainment Survey findings:Facebook is the most commonly used social media platform for daily news across all age groups

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 topay for news through social media


Facebook Paywall – unlikely to save Media & Entertainment companies

Season 7 premiere of Game of Thrones, the most-watchedseason premiere for any HBO series to date, experienced almost3.5x amount of social mentions on premiere day compared tothe release day of Wonder Woman, the second highest grossingmovie in 2017.

US Media & Entertainment Survey 2017 Findings:

One-quarter of consumers under 35 years old state that usingsocial media while watching entertainment is critical to theirenjoyment of the experience – almost half of those over 35strongly disagree

1 in 5 consumers of high school age uses social media toprimarily 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


“Turn off your cell phone” policies are a real turn off for young movie viewers


Half of consumers prefer to watch movies in the comfort of their homesMost 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 playerSofas 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


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 Survey2017)

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


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 bingewatching – activity spikes when new seasons of shows are released(ex: House of Cards)


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 thestartup announced the membership pricedecreased from $50 to $9.95 a month More social mentions on the day of the

release and the day after than the rest of 2017combined


GLOSSARYDefinitions04 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 TV11 Paywall: requires users to pay to subscribe to the site for access15 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 row16 MoviePass: subscription-based movie ticketing service15 4K TVs: higher resolution televisions

High Schoolers: Age 13 – 17College Students: Age 18 – 22Young Professionals: Age 23 – 3435 and Older: 35+


Table 1: Home Entertainment Device

GamingDevice

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%

YoungProfessionals

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)


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)


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)

ADI Media & Entertainment Generations Report -- 2017

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