Avoid the top mistake marketers make when marketing to Gen Z audiences – a mobile only strategy. Discover how Gen Z audiences still watch long form content on the TV and benefit from personalized, interactive TV set experiences in CTAM’s newest Gen Z digital resource.
Media Will Become an Outsized Influence on American Lives
  • 58% of Americans report consuming more local news than before, including 32% of Americans who were not news viewers before the crisis. (Horowitz)
  • Local public radio and local/regional newspapers are enjoying spikes in consumption, especially among younger adults (18-34 and 35-49), with 29% of Americans saying they are consuming more of each respective outlet. (Horowitz)
  • Consumers are watching over 7 hours of video content, an increase of about an hour per day from week one. (Magid)
  • The average daily time spent viewing minutes in the U.S. has increased from 275 minutes in mid-Feb to 342 minutes in mid-March. (Nielsen)
  • Because of how consumers feel, they are seeking out funny (39%) and fun (31%) videos, movies and TV programs. (Magid)
  • But the emotional tones of drama and action-themed content have increased significantly during week four – showing how quickly content preferences are changing in this situation. (Magid)
  • The walls between TV and YouTube are coming down. Most people in the 18-49 core advertising demo want the raw, authentic feel of content produced “from home” during COVID-19 to be sustained post-crisis. (Magid)
  • Over one-quarter (27%) are watching newer content: series and/or movies they have not seen” providing an opportunity for more sampling of content. (Magid)
Learn about three core initiatives leading brand exposure opportunities to attract viewers.
  • The pandemic continues to be an opportunity for premium video-on-demand.
    A quarter (24%) say they have paid to watch a first-run movie at home – a number poised to climb if studios send more theatrical releases straight to streaming. (Hub Entertainment Research)
  • The Absence of Sports – 29% of sports fans report no interest in alternative programming. (Magid)
  • During the crisis, Americans will be glued to the screen with watching media and streaming as the two most popular ways to occupy their time. (HarrisX)
  • Compared to a month ago, those social distancing are watching much more of their subscription streaming services. (Hub Entertainment Research)
  • The big SVODs have been the greatest beneficiaries during the pandemic.
    The “Big 4” SVODs are most likely to have been added since mid-March. (Hub Entertainment Research)
  • Among the top SVOD services, barely half of their subscribers (45%) are “completely satisfied” with the amount of available content – and that worsens for smaller services. (Magid)
  • Households are adding streaming services (+14% overall and +19% in week 5). (ShareTracker)
  • Nearly a quarter of GenX, Millennials (24%) and GenZs (28%) expect to add new subscriptions while quarantined. (Hub Entertainment Research)
  • Behaviors and media consumption see major shifts as everyday reality changes with increased streaming continuing and about one-fifth watching more live broadcast TV (+20%) and live cable TV (+18%). (Magid)
  • This puts even more pressure on content generation as well as the need for more DTC opportunities. (HarrisX)
  • Adding Premium TV (+9% overall and +14% in week 5) and watching more VOD (+20% overall and +6% in week 5) are opportunities for pay-TV . (ShareTracker)
  • The typically more affluent Fiber households stood out as more likely to make a service upgrade with premium channels in next 30 days. (ShareTracker)
  • 13% of consumers are likely to cancel their pay TV service in the next month to save money. (Magid)
Learn more about how the industry’s working together to combat piracy here.
  • Beyond TV and media connectivity, consumers all over the world are using social media to help drive the conversation as well as to stay connected, informed and opinionated. At its current peak in February, the social conversation mentioning either “coronavirus” or “COVID-19,” included 110,000 TV-related Tweets mentioning these two keywords. (Nielsen’s Social Content Ratings data)

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