消费者研究：数位生活

这项消费者调查于 2024 年 12 月在美国、英国、加拿大、德国、法国、义大利和西班牙进行，调查了所有娱乐类别的观众和消费者的习惯和行为。

该报告研究了Premium、Cinema、EST、TVoD、SVoD、AVoD和FAST产品和消费者态度以及更广泛的娱乐消费习惯。

当前市场趋势

随着金融稳定性的改善，消费者信心正在恢復。串流媒体服务的使用量正在上升，平均每人使用的串流服务数量增加到近三项。与此同时，越来越多的购物者在高端交易中进行购买或租赁，其中 45% 的美国和英国消费者这样做。

26-45 岁年龄层仍然是电影观众的核心人群，英国的排名高于七个国家的平均水平。电影院仍然是观看大片的首选场所，超过三分之一的电影观众将电影院列为首选的观影地点。

全球串流媒体服务的付费用户数量正在增加，用户对性价比的认知不断提升，取消服务的意愿不断下降。这些都是正面的讯号，显示该服务可以提高忠诚度并维持订阅量和收入的成长。

广告投放服务的参与度也持续成长，在受调查的七个市场中，有六个市场的活跃用户增加。在我们的研究中，Pluto、Tubi 和 Rakuten TV 至少在两个市场中都是顶级服务。

研究领域

这份消费者研究报告对于从事影片内容和相关领域的公司特别有用。

目录

• 介绍
• 执行摘要
• 电影
• 抢先体验版 - 优惠利率
• EST 和 TVoD
• SVoD：行为和态度
• SVoD服务
• AVoD 和 FAST
• 更广泛的视讯消费
• 附录

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