November 18, 2022
The average US household now consumes 12.5 entertainment sources, fueled by subscription streaming VOD, according to new data from Hub Entertainment Research. Citing an October survey of 3,000 adults with high-speed Internet access, the report found that age plays a role in the number of entertainment sources.
Respondents aged 18-34 used more than 15 sources of entertainment, including social media, video games, music, AVOD, pay TV, online TV, podcasts, books, audio books and sports.
Younger respondents use more video services (6.6 sources)—driven by well-known SVOD services like Netflix, Hulu, and HBO Max—than older demos. According to SVOD (3.7 sources), social media and gaming (6.0) together dominate entertainment choices.
Among older respondents (35+), the average household includes 10.6 entertainment sources that are also driven by SVOD, but to a lesser extent (2.7). In fact, older demos access fewer (5.3) video sources overall than younger demos. An even bigger drop is for social media and gaming (3.1), accounting for just 50% of recent demos.
Across all survey respondents, the number of “must-have” entertainment sources exceeded six, rising to eight for recent demos and 4.9 for older demos.
“The focus on ‘Streaming Wars’ video obscures the fact that social media entertainment, games and streaming music are getting as much attention as video (and more in some consumer segments),” Hub wrote.
The research firm claims that by bundling platforms across multiple genre categories, marketers and content aggregators have an opportunity to reduce churn between entertainment sources. For example, Walmart recently added streaming access to Paramount+ on its Walmart+ membership platform. The company wants to add Peacock and Disney+, among others.
Disney is reportedly considering a membership program for its parks, streaming and consumer products that would mimic the Amazon Prime membership platform.
“It’s the physical and digital aspects of your Disney lifestyle,” said CEO Bob Chapek The Wall Street Journal. “We’re trying to build a toolbox that will allow our developers at Disney, Pixar, Marvel and Lucas to tell stories in a more individual and personal way.”