消費者研究：數位生活

這項消費者調查於 2024 年 12 月在美國、英國、加拿大、德國、法國、義大利和西班牙進行，調查了所有娛樂類別的觀眾和消費者的習慣和行為。

該報告研究了Premium、Cinema、EST、TVoD、SVoD、AVoD和FAST產品和消費者態度以及更廣泛的娛樂消費習慣。

當前市場趨勢

隨著金融穩定性的改善，消費者信心正在恢復。串流媒體服務的使用量正在上升，平均每人使用的串流服務數量增加到近三項。與此同時，越來越多的購物者在高端交易中進行購買或租賃，其中 45% 的美國和英國消費者這樣做。

26-45 歲年齡層仍然是電影觀眾的核心人群，英國的排名高於七個國家的平均水平。電影院仍然是觀看大片的首選場所，超過三分之一的電影觀眾將電影院列為首選的觀影地點。

全球串流媒體服務的付費用戶數量正在增加，用戶對性價比的認知不斷提升，取消服務的意願不斷下降。這些都是正面的訊號，顯示該服務可以提高忠誠度並維持訂閱量和收入的成長。

廣告投放服務的參與度也持續成長，在受調查的七個市場中，有六個市場的活躍用戶增加。在我們的研究中，Pluto、Tubi 和 Rakuten TV 至少在兩個市場中都是頂級服務。

研究領域

這份消費者研究報告對於從事影片內容和相關領域的公司特別有用。

目錄

• 介紹
• 執行摘要
• 電影
• 搶先體驗版 - 優惠利率
• EST 和 TVoD
• SVoD：行為和態度
• SVoD服務
• AVoD 和 FAST
• 更廣泛的視訊消費
• 附錄

The 'Living With Digital report series' is a regular offering from Futuresource Consulting's consumer research program. This wave of research was carried out in December 2024 across the USA, UK, Canada, Germany, France, Italy and Spain, bringing together audience and consumer habits and behaviours across all entertainment categories.

Products and consumer attitudes under review in this report include an assessment of Premium, cinema, EST and TVoD, SVoD, AVoD and FAST, along with wider entertainment consumption habits.

Current market trends:

Consumer confidence is returning as financial stability improves, which now raises the question: is the door opening for a further boost in spend across the Entertainment sectors? Engagement across streaming services is climbing, with the average number of services accessed per individual increasing to almost 3. At the same time, more shoppers are buying or renting across premium transactional, with 45% of consumers doing so in the UK & US. These trends would seem to suggest so.

The 26-45 age group have remained the core demographic visiting the cinema, with the UK over-indexing vs the 7-country average. Cinema is still the preferred place to see a tent-pole release with over a third of audiences ranking this as the leading place to watch.

Global streaming services are enjoying growth in paid subscribers, with value for money perception on the increase and intention to churn on the decline. These are all positive signs that services are improving loyalty and can sustain both subscription and revenue growth.

Ad-tiers services also continue to see higher levels of engagement, with 6 of the 7 surveyed markets seeing increases in active users. Pluto, Tubi and Rakuten TV are each the leading service in at least 2 of the markets in this study.

Areas Explored:

Did you know?

Futuresource has been tracking, researching and consulting on the CE landscape for the last 30 years. This publication is one in a series of research reports, produced to provide businesses with a fully rounded view of the market.

Any business operating within the video content space and related sectors will benefit from this consumer research report, particularly:

Table of Contents

• Introduction
• Executive Summary
• Cinema
• Early Access Release - Premium Interest
• EST and TVoD
• SVoD: Behaviour and Attitudes
• SVoD Services
• AVoD and FAST
• Wider Video consumption
• Appendix