Few industries understand digital disruption, and its profound impact on consumer behavior, as well as the media and entertainment (M&E) world. In fact, many would argue that M&E companies were some of the first to undertake digital transformation, as consumers began to look to the Web to consume content much earlier than they began to buy online or manage their finances digitally.
That transformation is nowhere near done, as technology continues to change. Below we take a look at the consumer trends that will help M&E companies shape their distribution strategies, as well as areas of investments and strategic priorities.
1. In her 2018 Internet Trends report, KPCB’s Mary Meeker pointed to solid—but slowing—growth in the number of global internet users, with a whopping 3.6 billion consumers now able to access the web worldwide. That represents 49% market penetration. (Source: CMO.com)
2. Video and audio will generate 89% of this year’s consumer Internet data traffic. (Source: Deloitte)
3. U.S. M&E revenues are expected to reach $792.3 billion by 2022, up from $666.9 billion in in 2017, increasing at a CAGR of 3.5%. (Source: PwC)
4. The fastest-growing revenue segments for media and entertainment brands in the U.S. during the five-year period (2017-2022) include virtual reality, OTT video, and Internet advertising. (Source: PwC)
5. Time spent on mobile engaging with digital media has reached 3.3 hours a day, which is more than double from 1.6 hours in 2012. Desktop/laptop digital media engagement came in second place with 2.1 hours daily. (Source: CMO.com)
6. Digital video viewing continues to increase year-over-year, though growth rates are slowing down as the category nears saturation. eMarketer predicts the number of people who watch digital video at least once a month in the U.S. will reach 248.9 million by 2022, up from 228.8 million this year. (Source: eMarketer)
7. This year, the number of TV viewers in the U.S. will drop 0.2% to 297.7 million. Conversely, the number of OTT viewers will grow 2.7% to reach 198.6 million. (Source: eMarketer)
8. As digital video consumption continues to grow, TV’s share of total U.S. media ad expenditures is expected to drop from 33.9% in 2017 to 31.6% this year. (Source: eMarketer)
9. Search engines sent more traffic to global publishers than social platforms did in 2017. According to a February 2018 study, search drove 34.8% of site visits to publishers’ sites in 2017, compared with 25.6% for social. (Source: Business Insider)
10. Twenty-six percent of M&E executives are prioritizing hiring new talent for the next phase of their digital transformation journey. (Source: Adobe)
11. Video game revenue will reach $29 billion by 2021, more than double 2012 revenue of $14 billion. PC games will see healthier growth than consoles, with online and microtransactions registering a robust 7% CAGR over the next five years. (Source: PwC)
12. M&E marketers spent 14% of their budgets in 2017 on improving their websites. This is consistent with a broader trend of replatforming websites to provide richer, more responsive, and more personalized experiences. (Source: Gartner)
13. Twenty-four percent of marketers at media companies said their budgets declined in 2017 compared with the year prior. (Source: Gartner)
14. From 2015 through 2019, the share of U.S. digital video advertising that’s transacted programmatically will nearly double. (Source: eMarketer)
15. Americans will buy and use some 70 million VR headsets by 2021 at an eye-popping 69% CAGR, indicating the boundless potential in multiple industries for this burgeoning technology. The consumer VR content market, meanwhile, will see a large upswing to $5 billion at 88% CAGR by 2021, powered by spending on VR video (VR-specific entertainment, film, and event or sports coverage). In fact, by 2021, VR video will represent 58% of overall content spending in this market. (Source: PwC)
These stats were updated on June 7, 2018.