networked entertainment: the abc's
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O C T O B E R 5 , 2 0 1 5
A l g o r i t h m s , B r a n d s a n d C o n n e c t i o n s
2
ABOUT THE STUDY
AUDIENCEAdults 18-54
HOW MANYn=2,000
ACCURACYMargin of Error=±2.2% at 95%
confidence interval
WHENData Collection Occurred
August 7–13, 2015
HOWOnline Survey
Conducted by Research Firm Edelman Berland
COUNTRIESNinth Annual StudyANNUAL
9 th
*
*Results shown are US only unless otherwise indicated
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NETWORKED ENTERTAINMENT
Digital Entertainment, Rights and Technology
Digital Entertainment and Technology
SocialEntertainment
Entertainment “Selfie-Style”
NetworkedEntertainment
Gateway to Individuals Share This Come Play and Share
Immediate Engagement
Algorithms, Brands, Connections
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TECHNOLOGY INDUSTRY LEADS IN CONSUMER TRUST
Q29 Please indicate how much you trust businesses in each of the following industries to do what is right. Please use a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 4
79% 71% 57%
TECHNOLOGY ENTERTAINMENT MEDIA
Trust Industries to “Do What is Right”: Showing Top 4 Box (6-9 on 9 pt. Scale)
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CONSUMERS TRUST CONTENT CREATORS AND DISTRIBUTORS TO EQUALLY CREATE ENTERTAINING
CONTENT
Showing Top 4 Box (6-9 on 9 pt. Scale)Q30 Please indicate how much you trust the entertainment content created by the following sources to be entertaining – that is, the degree to which you would trust videos or other entertainment content to be entertaining if you only knew who created it. Please use a 9-
point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.”
74% 73% 72%Online streaming video platform(Netflix, Hulu, Amazon Prime)
Traditional broadcast network(NBC, CBS, ABC, etc.)
Cable network(HBO, USA, TNT, etc.)
Trust content to be entertaining
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In just 5 years, a dramatic shift…
TOP OF MIND ENTERTAINMENT COMPANIES HAVE BEEN REDEFINED
Q3 When you think about entertainment (e.g. television, movies, internet, etc.), which companies come to mind? OPEN END
10 of top 10 Companies cited are
traditional networks/studios
#1 company Cited is an online streaming platform
2 of top 5 companies are online streaming platforms
2010 2015
7
2010 2013 20151
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7
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9
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THE RISE OF ONLINE STREAMING
Q3 When you think about entertainment (e.g. television, movies, internet, etc.), which companies come to mind? OPEN END
Traditional networksand studios
Online streaming platform companies
Cable channel
Cable company
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CONSUMERS ARE INUNDATED WITH CONTENT, BUT LOOKING FOR MORE…
Q12 When watching entertainment content, how often are you simultaneously using another device (e.g. television, computer, smartphone, tablet, etc.)?
Q15 / Q15a: How likely are you to use multiple devices while watching entertainment content to…? (Asked of those who use multiple devices)
93%Use multiple devices SIMULTANEOUSLY
85%Likely to multi-task using
another device to do something UNRELATED
to the content they are watching
79%Search/Google for content RELATED
to what they are watching
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MOST CONSUMERS COMFORTABLE WITH PREDICTIVE RECOMMENDATIONS FOR ENTERTAINMENT
10Q10 Please indicate how likely you would be to engage in the following activities.
Q33 And thinking about entertaining content, how comfortable are you with the idea of predictive recommendations? Please rate your response on a scale of 1-5, where 1 means “not comfortable at all,” and 5 means “extremely comfortable.”
60%
are very or somewhat likely to “provide personal information to secure more tailored recommendations online”
Only 5% are “not comfortable at all” with the idea of predictive recommendations…
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DESPITE SOME RESERVATIONS, PREDICTIVE RECOMMENDATIONS HELP CUT THROUGH THE
CLUTTER
Breach of privacy 52%
Distracting 46%
Enhance my viewing experience 80%
Provide wider exposure to a variety of content 74%
Q37 Thinking about entertaining content and the platforms you use to discover it, how much do you agree with each of the following statements when it comes to predictive recommendations? Shown: % Agree
Help me navigate and prioritize the overwhelming amount of entertainment content at my fingertips
69%
STREAMING PLATFORM RECOMMENDATIONS MORE VALUABLE THAN SOCIAL NETWORK
Q38 And which of the following uses of “predictive recommendations” are most beneficial to you? (Answer choices abbreviated) 12
43%Video Streaming
Platform
37%Music Streaming
Platform
29%Social Media
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TRUSTED BRANDS DRIVE ENTERTAINMENT SPENDING
Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content?
Entertainment Spending Drivers: Showing Top 2 Box (Extremely / Somewhat Important)
Entertainment Spending Drivers:
Being able to access the entertainment immediately
Recommendation from a “real life” friend or family member
Positive reviews from people I know
A trusted company/brand created the actual entertainment content
Positive reviews from professional critics (in newspapers, online, on TV, etc.)
Popularity of the entertainment
Recommendation from or connection to a brand or product I like
Being one of the first to enjoy new entertainment
Being one of the first to share about my experience with the entertainment
Recommendation from a social media (i.e. YouTube) celebrity
Recommendation from a traditional celebrity
78%
70%
68%
65%
57%
55%
49%
49%
47%
42%
35%
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TRUSTED RELATIONSHIPS DRIVE VIEWS OF BRANDED CONTENT
Likely to view branded content that is…: Showing Top 2 Box
Q27 How likely would you be to watch this type of entertaining content (not obvious advertising) which each of the following characteristics? [TOP TWO BOX ON 5-POINT SCALE]
BRANDS
Company/product I use regularly and/or
a company I trust
85%
VIDEO STREAMING PLATFORMS
Video streaming platforms
78%
FRIENDS & FAMILY
Friend or family member
84%Featured by a news outlet like BuzzFeed
NEWS OUTLET
64%
Likely to view entertaining content that is created by…
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CONSUMERS TRUST CONTENT CREATORS, DISTRIBUTORS
AND BRANDS TO EQUALLY CREATE ENTERTAINING CONTENT
Showing Top 4 Box (6-9 on 9 pt. Scale)Q30 Please indicate how much you trust the entertainment content created by the following sources to be entertaining – that is, the degree to which you would trust videos or other entertainment
content to be entertaining if you only knew who created it. Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.”
74% 73% 72%Online streaming video platform(Netflix, Hulu, Amazon Prime)
Traditional broadcast network(NBC, CBS, ABC, etc.)
Cable network(HBO, USA, TNT, etc.)
Trust Content to be Entertaining:
Brand you buy
75%
HOW CONSUMERS DEFINE COMPELLING ENTERTAINMENT CONTENT
Q27 How likely would you be to watch this type of entertaining content (not obvious advertising) which each of the following characteristics)? [TOP TWO BOX ON 5-POINT SCALE] Branded content definition: Entertaining content (i.e. videos) produced by brands or companies that are not obvious advertisements
teaches me something new
INFORMATIVE
87%is part of
a series of videos
CONNECTED
78%fits naturally with the
company sponsoring it
AUTHENTIC
76%includes
a personal story
PERSONAL
74%
COMPELLING ENTERTAINMENT CONTENT DRIVES BUSINESS RESULTS
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Chose to buy the company’s products or services
Recommended the company to a friend, family member or colleague
Shared positive company opinions or experiences online
Paid attention to future content from the company37%
34%
29%
29%
Q28 And thinking back over the past 12 months, have you taken any of the following actions in relation to good or engaging content produced by a brand (again, that is not an obvious advertisement)?
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“ENTERTAINMENT NETWORKED”
Most consumers comfortable with predictive recommendations for entertainment
Trusted brands drive engagement
Relationships drive results for brands
#EDELENTFOR MORE INFORMATION
W W W. E D E L M A N . C O M / I N S I G H T S / I N T E L L E C T U A L - P R O P E RTY
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