Published March 27th, 2017
American consumers’ status as a binge watching, streaming, multitasking nation enters 2017 with strong momentum according to Deloitte’s 11th “Digital Democracy Survey.” Nearly three-quarters (73%) of US consumers and nearly 90% of millennials have watched binged video content, according to the findings in the new report. With 84 percent of Americans on social networks – social media has evolved well beyond “socializing” and is being used to discover new content, get news and resolve customer service issues.
“American consumers continued to stream, binge watch and demand more media in 2016. As the growing forces of social media and over-the-top services continue to accelerate, particularly among millennials and Generation Z, the consumer rules,” said Kevin Westcott, vice chairman and U.S. media and entertainment leader, Deloitte LLP. “The shift to streaming, mobile, on-demand services and personalization are significant opportunities in 2017. Brands can bring new value, services and incredibly entertaining content to the empowered consumers across all age groups in a manner that can be monetized.”
Among the key findings from Deloitte’s Digital Democracy survey include:
Streaming, pay TV, binge watching – full speed ahead
Advertising – big opportunities for mobile and online in 2017
The Social Network is the Network
Over 70 percent of millennials have used social media to interact with corporate customer service in the last year; 71 percent of those that have used social media to resolve customer service issues believe they will get a better company response because it’s public.
Total TV usage was down 4.2% on a total day basis for 18-49 viewers, with English-language broadcast networks losing 10.3%, according to Pivotal Research Group.
Ad-supported cable networks accounted for a 40.7% share (down from 43.3 a year ago); English broadcast network usage now accounts for 19% (versus 20.4% a year ago); and video game console usage, 9.2% share (8.7% in February 2016).
National TV commercial (C3) impressions among 18-49 dropped 7.2%, with prime time down 4.8%.
Pivotal says total national TV advertising loads in minutes per hour were up to 10.8 from 10.6. Viacom networks commands the largest 18-49 C3 commercial share -- at 15.3%. NBC Universal is next at 13.6%; Time Warner, 12.2%; 21st Century Fox, 10.5%; Disney-ABC Television, 8.6%; Discovery Communications, 6.8%; Scripps Networks Interactive, 5.4%; CBS, 5.3%; and AMC Networks, 4.0%.
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