When the COVID-19 pandemic triggered stay-at-home orders and canceled social plans, shoppers turned to on-line media streaming to fill the void. TV/video streaming providers touted exclusive content and low prices to lure viewers, and by June 2020, 48% of US on-line adults had subscribed to at the very least one streaming service. Our multimodal consumer analysis reveals that this conduct just isn’t a mere blip; the extraordinary on-line media consumption is resetting shopper expectations and reshaping the content material consumption expertise. Our newest analysis reveals that over the following 12 to 18 months:
- Heavy TV/video consumption will proceed. Fifteen months into the pandemic, 28% of US on-line adults say they’re fatigued from watching a lot TV and movie, and 21% plan to spend much less time watching TV/video as restrictions proceed to ease. It’s tempting to consider that, as COVID-19 counts lower and public areas totally reopen, shoppers will commerce display screen time for (precise) face time and put these hours of TV binging on the sofa towards mountain climbing the Appalachian Path. Whereas most US shoppers will search new modes of leisure, few will cut back their media consumption hours to take action: 41% get pleasure from watching TV/video much more now than they did earlier than the pandemic, and 42% proceed to depend on TV/video as a distraction from real-world stressors.
- Offline content material consumption will dwindle as on-line dominates. Between 2010 and 2020, offline TV/video consumption declined from 13 hours on common per week to eight.6 hours. Throughout the identical time, on-line TV/ video consumption elevated from 1.7 hours to 7 hours. The jolt of the pandemic fast-tracked the shift to online content material consumption. Now, US shoppers present no indicators of pulling again from their on-line channels: 46% of shoppers report spending the identical period of time on their private gadgets at the moment as they did final yr when the pandemic restrictions took impact; 39% of shoppers report spending much more time on their devices.
- Film theaters will turn into a distinct segment pastime within the face of streaming providers. In June 2020, 39% of US shoppers appreciated the concept of seeing newly launched motion pictures on streaming providers and deliberate to proceed watching them at dwelling slightly than in film theaters. At the moment, even with a sturdy vaccine rollout underway and film theaters opening their doorways, 55% agree. Shoppers who lately subscribed to Netflix, Amazon Prime Video, or Disney+ are most ready to proceed their subscriptions. Youthful shoppers, who typically really feel overwhelmed by the variety of TV/video streaming providers, will proceed to quickly experiment throughout streaming platforms.
- On-line streaming will carry the general public expertise into the privateness of closed social circles. Whereas pandemic restrictions are lifting, 34% of US shoppers — who skew older — plan to proceed watching their favourite TV reveals and films independently or whereas social distancing; 31% — who skew youthful — are keen to look at with family and friends. Solely 14% choose to look at TV/video in public areas. Whether or not you’ve been beaming into digital concert events with hundreds of thousands of different followers across the globe or peering into your colleagues’ dwelling places of work, kitchens, or residing rooms, the pandemic has blurred the road between private and non-private social experiences. Now, shoppers are prepared for the sizzle of the film premiere and the enjoyment of viewing events to proceed behind closed doorways inside curated neighborhood gatherings.
About Forrester’s shopper pandemic restoration outlook collection
Any firm’s first step in accelerating via the COVID-19 pandemic and constructing a worthwhile, sustainable future is to ascertain a laser-sharp concentrate on consumers — how their attitudes, expectations, and behaviors are changing and why. Our shopper pandemic restoration outlook weblog collection offers snapshots of US shoppers’ present mindset and evaluates which behaviors they’re more likely to embrace — and draw back from — over the following 12 to 18 months. Follow my blog to seek out Forrester’s newest pondering or read my latest research. As at all times, I stay up for discussing your questions and concepts by way of a Forrester inquiry.