Media companies under pressure from interactive social media and churning audiences
OCTOBER 20, 2021 12.56 EUROPE/LONDON BY JULIAN CLOVER

A new study from Deloitte says the pandemic has driven consumers to become even more reliant on online entertainment.

So-called Boomer and Gen X still place “watching TV shows or movies at home”, while for Gen Z “playing video games” is the preferred form of entertainment. When it comes to watching television itself, “Churn & return” behaviour is most common with younger generations: Almost half of millennials (47%) and 34% of Gen Z cancelled and then resubscribed to the same streaming video service later that same year.

The top reason consumers cancelled a paid streaming video on demand (SVOD) service was due to high cost followed by the fact they finished the show they signed up to watch.




Deloitte Digital Media Trends Fall Pulse Survey reveals 84% of consumers are spending more time on online entertainment at home, compared with in-person entertainment outside the home.
Sixty-five percent (65%) of consumers watch free ad-supported video services.

Deloitte Digital Media Trends Fall Pulse Survey reveals 84% of consumers are spending more time on online entertainment at home, compared with in-person entertainment outside the home.

Deloitte says that as of August 2021 changes shaped by the pandemic have continued and it’s becoming clear a return to the “old normal” is not imminent. Younger generations are managing costs by adopting ad-supported options, looking for discounts and bundles, and moving on and off services to satisfy their content needs.