Media Consumer Survey 2020 the Iso Edition • LIVE
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Embargoed until 7 September 2020 Media Consumer Survey 2020 The Iso Edition • LIVE Media Consumer Survey 2020 Contents Foreword 03 About this survey 04 Consumer snapshot 05 News: 2020’s must-see TV 11 A new hierarchy of needs 13 Back to basics 14 WE’RE WIT O TRO TESE NPRECENTED AND NCERTAIN TIMES. FLATTENIN TE CRVE TO SLOW Winning the hip pocket 15 “I woke up and it was all a stream” 16 Isoscriptions 17 Polystreaming relationships? 19 Audiences like it local 20 There’s no business like show business 2021 Counting on a comeback 22 Live-streaming: headliner or support act? 23 Pass the (microwaved) popcorn 24 Sport: More than a game 026 When the whistle blew for time 27 Substitutes no longer warming the bench 28 A league of their own 29 Contacts 30 02 Media Consumer Survey 2020 • LIVE 2020: An alternate entertainment reality Over the years, Deloitte’s annual Media But while digital has become a critical part of the sector, and audiences, the survey offers a tantalising snapshot. Consumer Survey has largely focused on physical and live experiences have remained an integral This includes a spotlight on some of the challenges and the growing role of digital in the way that part of the ecosystem. It’s hard to imagine a music industry opportunities ahead as the media and entertainment without gigs and festivals, a movie industry without Australians access, engage with and consume industry reshapes, rebuilds, and reforms. It was, and in cinemas, or a sports industry with no cheering fans. media and entertainment. In many cases the some cases continues to be, a time when many hesitations, adoption and impact has been rapid and game When much of Australia went into lockdown in March due perceived limitations, and preconceptions were tested: to COVID-19, complete with physical distancing and social changing. Music downloading and streaming • Can Australia sustain multiple streaming video services, gathering restrictions, the unimaginable quickly became changed the way we discover, ‘own’, and listen and will growth come from expanding the market size a reality. The live Australian media and entertainment to songs and albums. We have on-demand sector, like so many others, began to resemble a disaster or increasing the market’s appetite? subscription access to movies and TV across movie. Cancelled events, shuttered performing arts spaces, • Can live-streaming be a viable revenue stream for multiple devices, heralding new players empty sports stadiums and reduced seasons, delayed our music and performing arts sectors? and models in content creation. Australian movies and cinema closures… 2020 has already had it all. • If, given the chance, would we all watch blockbusters As we’ve settled into our homes, our lounge rooms have sports fans can watch sports such as AFL, in the comfort of our home, or is the cinema experience become the centre of our social calendars and digital has soccer, netball, and NRL through apps and still our choice of screen? taken a starring role in keeping us informed and entertained. streaming services. WE’RE WIT O TRO TESE NPRECENTED AND NCERTAIN TIMES.• FLATTENIN Will TE CRVE TO SLOW sport embrace the content and fan experience Deloitte’s ninth Media Consumer Survey focuses on innovations that arose during COVID-19, or is it back consumer behaviours specific to the lockdowns and to normal as live fixtures return? restrictions in much of Australia between March and May 2020. We delve into how behaviours shifted, which 2020 will continue to challenge the Australian media and ones may have a lasting effect, and what the intentions entertainment industry, forcing audiences, consumers and of consumers are as restrictions begin to lift. sectors beyond their traditional comfort zones. This year’s At a time when much of the industry was forced to rely survey provides a snapshot of consumer behaviour in this almost solely on digital channels to reach consumers alternate entertainment reality. 03 Media Consumer Survey 2020 About this survey Focused on four generations and five This is the ninth consecutive year of undertaking this distinct age groups, the 2020 edition of the research in Australia. The survey is undertaken annually Media Consumer Survey provides a view by an independent research organisation using self-reported survey data from more than 2,000 of how people were consuming media and consumers surveyed in Australia. Each year the survey entertainment during the COVID-19 lockdown is run, new questions or response options are added and restrictions in Australia from March to some older questions or responses are removed. This May 2020. We explore how the behaviours, allows us to explore the new and emerging behaviours Kimberly Chang Leora Nevezie preferences and trends during restrictions are and trends in media and entertainment consumption. Partner – Consulting Partner – Consulting influencing the industry as well as how they This year we focused predominantly on the context National Tech, Media National Media may have a lasting impact on the future. of the lockdown restrictions, adjusting the question & Telco Industry Leader Sector Leader set accordingly and conducting our survey earlier than T: +61 2 9322 3233 T: +61 3 9671 6442 in prior years, and as such some of the usual trend data E: [email protected] E: [email protected] is not available for comparison to previous years. Survey participant age groups Trailing Millennials Leading Millennials Xers Boomers Matures 14 – 30 31 – 36 37– 53 54 – 72 73+ 04 WE’RE WIT O TRO TESE NPRECENTED AND NCERTAIN TIMES. FLATTENIN TE CRVE TO SLOW Media Consumer Survey 2020 Consumer snapshot • LIVE 05 SectionConsumer title snapshot goes here | Media Consumer Survey 2020 In-activity: what’s emerging? Content at home – hours spent per week SVOD services Before During After (intended) 43% 17% COVID-19 restrictions COVID-19 restrictions COVID-19 restrictions 24% in 2018 53% 46% of households with of respondents in 2019 of SVOD subscribers an existing SVOD Watching movies/ subscription added 6.0 7.4 6.2 signed up to a new have at least two shows (free service) entertainment or 55% subscriptions an additional digital communication of respondents have in their household one Social media 4.9 6.2 4.9 service during at least one paid lockdown video streaming 16% have at service in their Watching movies/ least 3 5% 4.7 6.5 4.9 household 10% shows (paid service) have at least 4 of all respondents signed up to a new streaming video Listening to music 4.6 5.2 4.8 service during lockdown Radio 4.4 4.3 4.4 7x Percentage of SVOD subscribers more people signed respondents reported having: 95% up for a new service 32% Keeping up with a Netflix subscription 4.0 5.1 4.2 than unsubscribed the news a Stan subscription 24% from one they 22% already had an Amazon Prime subscription Watching sport 2.8 1.2 2.8 a Disney+ subscription Gaming 2.4 3.3 2.5 39% increase during restrictions in the Podcasts 0.6 0.8 0.8 hours spent watching paid movie and television streaming services 06 SectionConsumer title snapshot goes here | Media Consumer Survey 2020 In-activity: what’s emerging? Live-streaming Cinemas and movies Change in hours spent at the cinema When restrictions are over, 39% -% where would you choose to (pre-restrictions compared to -9% 26% intended time after restrictions) watch new blockbuster movies? -21% 10% At the cinema for the cost Trailing Millennials -11% of a ticket 3% Leading Millennials 2% At home 3-6 months later 23% ers live-streamed during restrictions on a paid subscription service Boomers At home 6-8 weeks later of these were ‘first-time’ for around the same price Matures 50% live-streamers as a movie ticket At home at the same time as a cinema release for more than the cost of a ticket Most popular live-streaming genres Live events Will you attend 14% % 10% 4% live events after Music Talks Conferences restrictions are lifted? At least yearly 63% 29% 35% 15% 53% At least monthly Movies Sporting events 6% 5% 3% 3% expect to attend live events more frequently Fitness classes eSports post restrictions, compared to 2% % 25% 4% 21% 3% People that live-streamed pre-pandemic Music gigs Theatre, opera Music Would pay to live-stream (bands/artists) or dance festivals 07 SectionConsumer title snapshot goes here | Media Consumer Survey 2020 In-activity: what’s emerging? Sport News Sport fans time spent watching sport What did people replace their live sport viewing time with? Top news sources How has your engagement (hours per week) during lockdown with news changed over COVID-19 restrictions? Not sport related Before 5.9 COVID-19 restrictions 31% 50% watched previously used television daily used television more keeping released shows as a source of news and movies up with During breaking 2.5 COVID-19 news restrictions 33% 32% spent additional used online news websites used online websites exercised time with family daily for news (not including more (not including and friends online newspapers) online newspapers) After (intended) Sport related 5.9 COVID-19 restrictions 14% used Facebook used Facebook more turned to previously daily for news aired games or Sports Fans by generation (watch sports at least weekly) documentaries 2% virtual sporting events 6% 70 64% turned to 60% eSports 60 4% 50 46% 08 40 35% 29% SectionConsumer title snapshot goes here | Media Consumer Survey 2020 Preferences for watching new release movies 50 39% 40 What happened to our spending? 29% 30 26% What would we cut down on post-restrictions, Average monthly spending 20 1% if we had to reduce spending?