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RAPPORT

Digital media trends survey

A new world of choice for digital consumers

Digital media consumers across generations are increasingly in the driver’s seat—and their expectations are at an all-time high. Some major shifts are now occurring. What are the implications for technology, media, and telecommunications companies?

With the proliferation of mobile devices, wireless connectivity, and alternative digital media platforms, one thing has become clear: Consumers are increasingly in control. They now enjoy unparalleled freedom when it comes to selecting media and entertainment options and their expectations are at an all-time high.

Consumers today want original, high-quality content, and are less willing to pay for packages containing programming they’ll never watch. They are demanding the ability to view content whenever, wherever, and in the format that best suits their needs at any given moment. And, more than ever before, they are willing to leave providers who don’t satisfy these requirements.

To understand where things stand today, and where they are going, every year Deloitte’s Technology, Media & Telecommunications practice examines the generational habits of US consumers. We do this to uncover the shifting attitudes and behaviors that involve entertainment devices, advertising, media consumption, social media, and the Internet.

In our Digital media trends survey, 12th edition (formerly the Digital democracy survey), we uncovered several key insights that illustrate major shifts in media consumption:

  • Streaming video crosses the chasm. The adoption of streaming video subscriptions continues to grow—fueled by consumers’ strong desire for original content and the flexibility to consume media wherever and whenever they want.
  • Pay TV’s “value gap” is expanding. The growth of streaming video has, in part, led consumers to reassess the value of their pay TV subscriptions. There is a widening value gap between what they expect and what pay TV providers actually deliver.
  • Emergence of the “MilleXZials.” The survey revealed that younger generations are not the only ones driving these trends. In particular, the mobile consumption behaviors of Generation X (ages 35–51) now closely mirror those of Generation Z (ages 14–20) and millennials (ages 21–34). We are calling this combined group (Gen Z, millennials, and Gen X) the “MilleXZials.”
  • Personal data is increasingly a concern—and an opportunity. With a sizable portion of consumption happening online, all consumers are increasingly protective of their personal data. This creates an opportunity for providers to give customers more control over their personal data.

Here, we explore major highlights from our survey and shed light on what each may signify for the future of digital media.

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