November 18, 2022
The average American household now uses 12.5 sources of entertainment, driven by subscription VOD streaming, according to new data from Hub Entertainment Research. Citing an October survey of 3,000 adults with high-speed Internet access, the report found that age plays a role in the number of sources of entertainment.
Respondents between the ages of 18 and 34 used more than 15 sources of entertainment, which also included social media, video games, music, AVOD, pay TV, online TV, podcasts, books, audiobooks, and sports.
Younger respondents use more video services (6.6 sources), powered by big-name SVOD services like Netflix, Hulu, and HBO Max, than older demos. After SVOD (3.7 sources), social media and gaming (6.0) combined dominate entertainment options.
Among older respondents (35+), the average household includes 10.6 sources of entertainment, also powered by SVOD, but in fewer numbers (2.7). In fact, older demos overall access fewer (5.3) video sources than younger demos. An even bigger drop includes social media and gaming (3.1), which is only 50% of younger demos.
Among all respondents, the number of “must have” entertainment sources exceeded six, increasing to eight among the youngest demo and 4.9 among the oldest.
“The focus on the video “streaming wars” obscures the fact that social media entertainment, gaming, and music streaming occupy as much of the mind as video (and among some consumer segments, more so). ),” Hub wrote.
The research firm argues that marketers and content aggregators have an opportunity to reduce churn between entertainment sources by grouping platforms into multiple genre categories. For example, Walmart recently added streaming access to Paramount+ to its Walmart+ membership platform. The company is looking to add Peacock and Disney+, among others.
Disney is reportedly considering a membership program for its parks, streaming, and consumer products that would emulate Amazon Prime’s membership platform.
“It’s the physical and digital aspects of your Disney lifestyle,” said CEO Bob Chapek. The Wall Street Journal. “We’re trying to build a toolbox that our creators at Disney, Pixar, Marvel, Lucas can use to tell stories in a more personalized and personal way.”