Consumers use 6 hours of media per day; what are they watching?
Consumers use 6 hours of media per day; what are they watching?
A new survey from Deloitte has intriguing data about the behavior of media consumers across age groups.
There are more types of media to consume than ever nowadays. From linear TV to on-demand streaming to social video, audiences are gobbling up video at seemingly every turn. A new survey from Deloitte has new insights into the ways consumers are engaging with different types of media, and how much of that media they are taking in every day.
Key Details:
- Audiences spend an average of six hours per day consuming media.
- Mature viewers spend more time with cable, while Gen Z uses social media the most.
- Every age group spends around 1 hour or more watching on-demand streamers every day.
According to Deloitte’s report, the average consumer spends around six hours per day with media and entertainment content. The type of content each age group consumes, however, can differ greatly.
Deloitte’s survey tracks eight types of media consumption: streaming on-demand, linear TV via cable or live TV streaming, social media, listening to music, watching user-generated content, playing video games, listening to podcasts, and other.
Mature viewers watch the least amount of content via streamers like Netflix, Max, and Prime Video, at 0.9 hours every day. Gen X watches the most streaming at 1.6 hours, but every age group, other than mature viewers, watches streaming for at least an hour per day. Matures are also consuming less media than other age groups in general, and streaming is their second-most-used type of media.
As expected, Gen Z viewers are more likely to use social media or watch user-generated content than other age groups. Gen Z audiences spend a combined 2.4 hours per day with these types of content, more than every other age group. Still, Gen Zers do spend 1.3 hours per day watching streaming services as well, so they haven’t abandoned on-demand services by any means.
Boomers have had a reputation for favoring linear TV over streaming, and Deloitte’s survey bears that idea out for the most part. Boomers spend 2.1 hours per day engaging with cable or live TV streaming, but they also watch streaming services for an average of 1.4 hours daily. That’s more than Gen Z, and just a shade under Gen X and Millennial consumers.
The data from Deloitte provides a fascinating look at what consumers are watching, and how often. For audiences, this data is an indication that streamers and other media providers will continue to compete for your attention, trying to convince you to use their services more often.
Prime Video
Prime Video is a subscription video streaming service that includes on-demand access to 10,000+ movies, TV shows, and Prime Originals like “The Lord of the Rings: The Rings of Power,” “Jack Ryan,” “The Marvelous Mrs. Maisel,” “The Boys,” and more. Subscribers can also add third-party services like Max, Showtime, STARZ, and dozens more with Prime Video Channels. Prime Video also offers exclusive live access to NFL Thursday Night Football.