Entertainment Consumers Tap Into 13 Distinct Media Outlets for Amusement
In October, Hub released wave six of its semiannual "Battle Royale" report, providing insights into the rapidly changing entertainment landscape. The survey, which polled 3018 U.S. consumers aged 18-74 who are entertainment decision-makers with broadband, revealed some intriguing trends.
One notable finding is the growing popularity of video games, YouTube, and TikTok among young consumers. According to the data, these platforms are rapidly gaining share of mind among the youth.
The three most used gaming platforms among the younger demographic are smartphones, followed by PCs/laptops and gaming consoles like PlayStation. On average, consumers under 35 use 2.4 gaming sources, compared to just one gaming source among those aged 35-plus. This difference is primarily driven by social or short-form video and gaming.
Young people (under 35) also use 3.6 social or short-form video sources, compared to just 2.2 among those aged 35-plus. This trend is reflected in the total number of sources used, with young people using 16 different sources, and households with kids using almost 17 sources.
Premium TV sources are a minority of the entertainment ecosystem for young people, with only seven compared to nine sources that provide other kinds of content. This 50-50 ratio has been consistent across all six waves of the study since early 2022.
The ratio of "must-have" to "nice-to-have" sources is the same for young people and families (50-50). Respondents rated 6.4 of their sources as "must-haves" and 6.7 as "nice to have."
Jon Giegengack, principal and founder at Hub, stated that the findings underscore how competitive the entertainment landscape has become. "The survey findings show the extent to which things like social video and gaming are consuming more disposable time, especially among young people," he added.
The average household now uses 13 different sources of entertainment, which is the highest total since the Hub Entertainment Research survey began three years ago. However, only about half of the entertainment sources are considered "must-haves" by consumers.
A free excerpt of the findings is available on Hub's website. The report provides a comprehensive analysis of the current entertainment landscape and offers valuable insights for businesses and individuals alike.
