November 18, 2022
The average US household now uses 12.5 sources of entertainment, led by subscription VOD streaming, according to new data from Hub Entertainment Research. Citing an October survey of 3,000 adults with access to high-speed Internet, the report found that age plays a role in the number of entertainment sources.
Respondents aged 18-34 have used more than 15 sources of entertainment, which also include social media, video games, music, AVOD, pay-TV, online TV, podcasts, books, audiobooks, and sports.
Younger respondents use more video services (6.6 sources) — led by big-name SVOD services like Netflix, Hulu and HBO Max — than older demos. After SVOD (3.7 sources), social media and gaming (6.0) together dominate entertainment choices.
Among older respondents (35+), the average household includes 10.6 sources of entertainment, also driven by SVOD, but in smaller quantities (2.7). In fact, older demos access fewer video sources overall (5.3) than newer demos. An even bigger decline includes social media and gaming (3.1), which account for just 50% of younger demos.
Among all respondents, the number of “must-have” entertainment sources exceeded six, rising to eight among the youngest demos and 4.9 among the oldest.
“The focus on video’s ‘streaming wars’ obscures the fact that social media entertainment, gaming, and streaming music occupy as much mind-share as videos (and among some consumer segments, more),” wrote Hub.
The research firm argues that marketers and content aggregators have an opportunity to reduce churn across entertainment sources by grouping platforms into multiple genre categories. For example, Walmart recently added streaming access to Paramount+ on its Walmart+ subscription platform. The company is looking to add Peacock and Disney+, among others.
Disney is reportedly considering a subscription program for its parks, streaming and consumer products that would emulate the Amazon Prime subscription platform.
“It’s the physical and digital aspects of your Disney lifestyle,” said CEO Bob Chapek The Wall Street Journal. “We’re looking to build a toolbox that our creators at Disney, Pixar, Marvel, Lucas can use to tell stories in a more personalized and personal way.”