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1、Spotlight on Underrepresented Audiences2 0 2 2|E N T E R T A I N M E N T 3 6 5General U.S.Consumer Ages 13+3ContentsOur Entertainment 365 study data is collected quarterly.This reports insights are from data collected from March 16th,2022 through April 11th,2022.Data was collected using online surve

2、ys through third-party panels that were used to collect responses.Interviews were conducted among a total of 4,004 individuals within the U.S.General Population aged 13+.The data collected is representative of the U.S.general population according to U.S.Census data,including age,gender,ethnicity,and

3、 region.M E T H O D O L O G YC L I C K T O G O T O S E C T I O NBlack/African American 8Hispanic 12Asian/Asian American 17Native American 21LGBTQ+26Women 30Special Feature:Gen Z 34General U.S.Consumer Ages 13+S E C T I O N 14With so many entertainment options to choose from,the big question is:What

4、have U.S.consumers been doing in their leisure time?Music and television are head-to-head at a tie for 1st place for most reach among the general population ages 13+(Gen Pop).Behind music and television,the following players round out the top 3 entertainment activities:social media usage is in secon

5、d place,followed by movies.Music holds a special place in peoples hearts music captures the highest rate of“die-hard”fans,especially among Gen Z with 80%of Gen Z music listeners expressing“die-hard”fanship.Music also has the highest likelihood of non-engagers being open and willing to try the activi

6、ty in the near future compared to any other entertainment type.One group that stands out in their love for music is the African American music listener who is 33%more likely to live stream music events and dedicate a greater share of their entertainment time to this activity compared to the U.S.aver

7、age.This holds true despite African American consumers spending less time with entertainment overall.132Listening to MusicWatching TV(RANK TIED)Using Social MediaWatching MoviesE NTE RTAI NME NT ACTIVITIE S WITH THE MO ST RE ACHThe Biggest Reach5As for more visually engaging activities,almost 90%of

8、dollars spent on entertainment among U.S.consumers goes toward visual formats.Television in particular owns the greatest share of dollars spent across all generations,with the exception of Gen Z.Despite the proliferation of online video options,the majority of consumers are still paying and using ca

9、ble/satellite TV packages the highest rates being among Boomers and Silent Gen.On average,almost are“cord cutters,”with Gen Xers having the highest cord cutting rate.Its noteworthy that,despite the reach of television and the abundance of TV/movie streaming platforms available,Hispanics,Native Ameri

10、cans,and Asian/Asian Americans are among the top racial/ethnic groups who enjoy movie theater experiences.Visual Options Dominate88%33%of U.S.consumers entertainment dollars are spent on visual formatsAlmost 1/3 of the U.S.has“cut the cord”from cable/satellite TV6Now how do these groups fjnd out abo

11、ut new content within their respective entertainment interests?Well,consumers are particularly drawn to social media as a way to connect with others and fjnd new entertainment suggestions.Especially as people have turned to social sites to stay connected and entertained during the pandemic,socials h

12、ave become a multi-purpose touchpoint.In fact,social media is now the#1 discovery source for all things entertainment,which is quite clear for Women,Asian/Asian Americans,and members of the LGBTQ+community in particular.This has helped emerging artists like Doja Cat rise to fame via social platforms

13、 like TikTok.Speaking of discovery,artists are also being discovered through having their work featured in popular video game titles.In fact,Gen Z gamers are helping power this trend as they are 118%more likely than average to discover new content through video games.This comes at no surprise as Gen

14、 Z invests the greatest share of their dollars on video gaming and has the highest rate of console usage compared to all other generations,despite their lower annual income.But not all gamers are the same as the age-old battle of which video game platform is best continues.While men tend to dominate

15、 PC and console platforms,female gamers are opting for more portable options,with 82%of them identifying as mobile gamers(e.g.,using phones,tablets,etc.).Discovery Is Highly Social#1Social Media is the top discovery source of entertainment7If we consider money spent as an indicator of entertainment

16、enthusiasm,certain entertainment engagers stand out in their broad engagement.Compared to the average U.S.consumer,the following types of fans spend more on entertainment:eSports fans(97%more),virtual reality engagers(87%more),music live streamers(81%more),and podcast live streamers(61%more).These a

17、udiences are entertainment bufgs who are willing to spend across multiple entertainment areas.Looking at total entertainment time,consumers spend 74%on visual and 26%on audio options.In addition,consumers spend almost 60%of their entertainment time on platforms with advertisements this is especially

18、 true for Gen Z with rates declining with each generation.However,ads seem to be part of the deal as almost 50%of consumers are satisfjed with the amount of ads they are exposed to.In fact,having an ad-free experience isnt the main driver for premium subscriptions.Getting a good value for the price

19、and having a variety of content to consume are the top two deciding factors for premium subscriptions.Taking a look ahead at some potential future trends,Gen Z and Millennials are at the forefront.While currently less than of consumers are familiar with NFTs,Gen Z are 34%more likely to be familiar t

20、he highest among any generation.The highest engagement rates are among Millennials who are 63%more likely to own and be actively investing in NFTs.The story is quite similar when it comes to the Metaverse as well.Among those who are familiar with the concepts,at least 50%or more of Gen Z and Millenn

21、ials are interested in investing/spending money on NFTs,cryptocurrency,and/or music royalty investing in the next 3 months.T I M E S P E N T VS.MONE Y SP E N T O N E N TE RTAIN ME N TTIMEMONEY88%Visual74%Visual26%Audio12%AudioFollow the Money60%Share of entertainment time consumers spend on platform

22、s with advertisements50%or more of Gen Z and Millennials familiar with NFTs,cryptocurrency,and/or music royalties are planning to invest in them in the next 3 monthsBlack/African AmericanS E C T I O N 29Black/African American entertainment consumers tend to be more selective and strategically choose

23、 a few entertainment areas to invest in.In total,this audience spends 5%less time and 12%less money on entertainment compared to average.However,this group gravitates specifjcally toward engaging with live streamed entertainment ofgerings taking the form of music events and podcasts/talk shows.These

24、 entertainment outlets ofger ample content that resonates with this audience,who are 17%more likely to choose options that help them connect to their culture,identity,and values.Strategic Engagers+17%More likely to choose entertainment options that help them connect to their culture,identity,and val

25、ues10The Black/African American audience is almost 10%more likely to live stream podcasts/talk shows,investing a signifjcantly greater share of entertainment time into this activity compared to the average U.S.consumer.Among those who havent tried this activity,non-engagers have the highest willingn

26、ess rate compared to all other races/ethnicities,expressing that they are very open to this activity in the future.Among Black/African American live-stream podcast/talk show listeners,the top three genres are entertainment(fjlm,TV,celebrity),comedy,and health/fjtness this audience is around 20%more

27、likely to listen to entertainment and health/fjtness content than average.When it comes to platforms of choice,over half of Black/African American listeners go for YouTube Live,and they are 21%more likely to use Instagram Live compared to average live streamed podcasts listeners.132Entertainment (Fi

28、lm,TV,Celebrity)ComedyHealth/FitnessTOP 3 PO D CAST GE NR E S#110%YouTube Live is the top platform for live streaming podcasts/talk showsMore likely to live stream podcasts/talk showsPodcast/Talk Show Bufgs11+17%More likely to live stream music eventsTOP M U S I C GE NR E SR&BHip-Hop/RapOldiesChrist

29、ian/GospelJazzBlack/African American consumers are also 17%more likely to live stream music events,as well as dedicate more time and a greater share of their entertainment time to this activity(despite more limited time with entertainment in total).Contributing to their live streaming behaviors,this

30、 consumer group has a lower comfort score with going out to large social events due to the pandemic.Thus,live streamed music events ofger an ideal outlet for their passion for music.This audiences music tastes are varied.Some of their top music genres include R&B,Hip-Hop/Rap,Oldies,Gospel,and Jazz.C

31、ompared to the average music listener,they are signifjcantly more likely to listen to Afropop(129%more likely),R&B(102%more likely),and Hip-Hop/Rap(70%more likely).Similar to podcast consumers,African American music listeners tend to use multipurpose platforms that ofger a variety of relevant conten

32、t,such as YouTube,Spotify,and Amazon Music.Considering their live streaming passion points,this audience leans on their smartphones as the go-to device for entertainment.Screentime is the norm and a key source of entertainment the Black/African American consumer is 25%less likely to agree that peopl

33、e spend too much time today staring at their phones and other screens.In fact,they utilize functionalities that give them new content at their fjngertips for example,they are 14%more likely to discover new entertainment content through emails/alerts.Once they get their hands on new content,they are

34、eager to share with friends being 19%more likely to be thought of as trendsetters within their social circles.Live Streamed Music is a MustHispanicS E C T I O N 313Hispanic viewers are committed to their movie and TV watching experiences.Hispanics overall spend almost 10%more money on entertainment

35、than the average consumer,with Hispanic movie watchers spending a 31%greater share of money on watching movies compared to the average U.S.consumer.Of this group,almost half of them identify as the most die-hard TV show and fjlm enthusiasts.These consumers often discover new entertainment content th

36、rough their TV and movie consumption.Whether in the comfort of their own home or immersed in a 3D,IMAX theater experience,this group takes their entertainment seriously.Top Entertainment10%More money spent on entertainment than the average consumer46%+31%of Hispanics identify as the most Die-hard TV

37、 FansEntertainment dollar share spent by Hispanic movie watchers on in-home and theater-based movie experiences14Nearly half of Hispanic movie viewers enjoy taking a trip to the cinema,making this group 22%more likely to watch movies in theaters than the average fjlm viewer.In fact,they have seen 20

38、%more fjlms in theaters on average in the past 3 months,with top genres seen in theaters including action/adventure,comedy,drama,superheroes,and horror.Their love for fjlms has also encouraged this dedicated group to spend 14 more hours watching movies in a typical month,compared to the average U.S.

39、consumer.Its Movie TimeTOP 5 FAVOR I TE MOVI E GE N RE S S E E N IN THE ATE RSAction/AdventureComedyDramaSuperheroesHorror+22%More likely to watch movies in theaters than averageMOVIE MAGIC15Movie Time Is Family TimeThe Hispanic population shares the love when it comes to movies and entertainment in

40、 general.They are 28%more likely than the average U.S.consumer to engage in entertainment with their parents,followed by children and friends at 15%increased likelihood.Consequently,they are 17%more likely to watch animated and cartoon fjlms,followed by children&family-oriented movies at 11%.Beyond

41、movies,a third of Hispanics TV consumers have watched TV series featuring superheroes and/or family-friendly content.It stands to reason then that this community gravitates towards platforms that provide entertainment options for the whole family;for instance they are 28%more likely to subscribe to

42、Disney+.As more and more fjlms that provide nuanced representations of Hispanic cultures are released,sharing those viewing experiences with family members of all ages becomes all the more meaningful.This is especially true given that the Hispanic population is 24%more likely than average to engage

43、with entertainment when it helps them connect with their culture and identity.Culturally appropriate movies like Disneys Encanto and Coco not only provide representation of hispanic culture(s)in fjlm,but they also tackle diffjcult topics such as intergenerational trauma and cultural history in a way

44、 that is palatable to viewers young and old.Representation matters,not only in the appearance of the characters,but also when it comes to the portrayal of common experiences that are faced by immigrant families.S H A R E TH E LOVEHispanic Consumers Enjoy Entertainment Activities with Loved OnesParen

45、tsChildrenFriendsSpousePartnerSig.Other17%21%25%36%Hispanic ConsumersAverage U.S.Consumer1/3of Hispanic TV consumers have watched superhero and/or family-oriented TV series in the past 3 months16Top 3 SVOD PlatformsTop 3 Podcast PlatformsIHEART RADIOHBO MAXAMAZON MUSIC HULUSPOTIFYPEACOCKSubs Power I

46、n-Home TheaterThis group fjnds it important to streamline their viewing experiences.Although the movie theater experience is hard to replicate,creating the ideal movie experience at home has led Hispanics to be 23%more likely to own a home theater system and 13%more likely to use voice activated rem

47、otes.Inspired by their love for theater-going,Hispanics also make it a point to minimize interruptions.Hispanics go all-in when it comes to paying for entertainment subscriptions.They are the most likely to have paid subscriptions for entertainment services compared to all other racial/ethnic groups

48、.This holds true across various forms of entertainment.For SVOD services in particular(e.g.,Netfmix and Hulu),they are 13%more likely to have the paid,ad-free version of the subscription.Of those who do not currently have a paid subscription to entertainment services,they are 15%more likely than ave

49、rage to say they would upgrade to a paid subscription service in the future.GOI N G A L L I N88%+15%of Hispanics have at least one paid SVOD subscriptionMore likely to upgrade to a paid sub service in the futureAsian/Asian AmericanS E C T I O N 418Despite spending less time and money on entertainmen

50、t,the Asian/Asian American consumer is plugged in and socially connected,investing their time and money into entertainment forms that they really care about with music,social media,and sports/exercise standing out.Although this audience spends 19%less time and 15%less dollars on entertainment than t

51、he average U.S.consumer,they dedicate considerable resources to music.Compared to the general population,the share of time spent with music is 22%greater and the share of money spent on music is 40%greater.Music is an important aspect of everyday life as nearly 80%of Asian/Asian Americans engage wit

52、h music on a regular basis.And why not?Considering the uplifting benefjt music can provide,it makes sense that Asian/Asian Americans are 21%more likely to choose entertainment options that make them feel good.Music as a Mood BoosterShare of TimeShare of MoneyMoney Spent On Entertainment+22%+40%-19%-

53、15%Time Spent On EntertainmentEntertainment Time and MoneyShare of Entertainment Time and Money on MusicCompared to the average U.S.consumerCompared to the average U.S.consumer19When it comes to music selections,Asian/Asian American music listeners are global in their music tastes.While some of thei

54、r top genres include Pop/Top 40,R&B,and Hip-Hop/Rap,they are much more likely to supplement their listening with K-Pop,EDM,Bollywood,and even Broadway.Their enjoyment for the Broadway genre is in line with their predilection for arts and culture this group is 56%more likely than average to visit mus

55、eums and other cultural institutions for leisure.Additionally,of those who do not currently live stream or attend live,in-person music events,about 52%of respondents are open to doing such activities in the near future.Drawn to visual aspects of music,Asian/Asian American music listeners are 24%more

56、 likely to watch music videos than the average U.S.music listener.Though a large majority are using music streaming services online,they are opting to invest their money on tech rather than subscriptions.Asian/Asian Americans are 11%more likely to agree that they are willing to pay more for top qual

57、ity entertainment technology,but at the same time music listeners within this group are 15%more likely to be using free music streaming options.Its worth noting,however,that it seems to be tougher to make an impact on this audience via ads.Among those who use free entertainment services,Asian/Asian

58、Americans are 23%less likely to purchase the product or service being advertised after hearing/seeing an ad than the average free service user.Top Music GenresE C LE CTI C M U SI C TASTE SPop/Top 40R&BHip-Hop/RapK-PopEDMBollywoodGlobal Music TastesBT S:T H E O WARG O/G E T T Y I M AGES20Social and A

59、ctiveSocial connections are a powerful force for Asian/Asian Americans entertainment choices.Over 70%of all Asian/Asian Americans use social media,with the most popular platforms being Facebook,Instagram,and Twitter,followed by TikTok.In fact,social media is the top outlet for these consumers to dis

60、cover new entertainment content;they are 38%more likely to discover content through social media infmuencers compared to average entertainment consumers.This audience makes a point to stay connected with their friends who play an integral role in their entertainment choices.Asian/Asian Americans are

61、 26%more likely to enjoy asking for entertainment recommendations from family and friends and,among parents,they are 31%more likely to agree that their children infmuence their entertainment preferences.Being social is a large part of this audiences entertainment experience.Asian/Asian American cons

62、umers also tend to gravitate toward sporty,active ways of spending their leisure time.At 60%engagement they are the highest group to engage in fjtness/exercise compared to other races/ethnicities.They also enjoy outdoor activities like hiking,camping,fjshing,etc.While outdoors and on-the-go,they mak

63、e sure to bring their tech along for the ride.Driven by their active lifestyles,Asian/Asian Americans are also 11%more likely to use smartphones,35%more likely to use premium specialized headsets,and 39%more likely to use smart watches for entertainment.Alongside this,they are 18%more likely to use

64、smart speakers,even when not out-and-about.+11%More likely to be willing to pay more for top quality entertainment technologyIN VE ST IN THE BE ST+39%+35%+18%SmartwatchesSpecialized headphonesSmart displays/speakersThey are more likely to use:ON-TH E-G O L I F E ST YL EExercise/Fitness EngagementOut

65、door ActivitiesAsian/Asian AmericanNative AmericanHispanicWhite/CaucasianBlack/African American60%57%49%48%44%39%38%35%28%17%Native AmericanS E C T I O N 522Native Americans tend to prioritize experiences over content,and are 28%more likely to agree that theyd rather spend leisure time with family/f

66、riends over screen-time.They also choose to allocate their resources accordingly they are 35%more likely to agree that they prioritize spending money on experiences rather than buying material things.Their priorities are evident in their interests in live events,sports,theater-going,fjtness,and othe

67、rs.All About the Experience+35%More likely to agree that they prioritize spending money on experiences rather than buying material thingsE XP E R I E NCE MAT TE RS23Highlighting their enjoyment of the movie experiences,almost 70%of Native Americans watched movies in the past 3 months,making them the

68、 group that is most likely to engage with this activity.Among those who arent already watching movies,they are 22%more likely to be open to watching movies in the future the highest rate across races/ethnicities.The fjlm viewing experience is essential as over 40%of Native American movie watchers ha

69、ve gone to the theater in the past 3 months.Compared to the average movie watcher,this audience is at least 50%more likely to enjoy animated/cartoons,independent,and horror genres.Plus,they are less likely to watch movies via cable/satellite provider with of Native American consumers having already“

70、cut the cord”when it comes to their TV subscriptions.Movie Fans70%1/3+25%+50%GE T THE PO PCO R NAlmost 70%of Native Americans watch moviesOf Native American consumers have cut the cord to their TV subsMore likely to go to movie theatersMore likely to watch animated,independent&horror film genres24St

71、aying ActiveSports and fjtness are also a passion point for this audience.Compared to the U.S.Gen Pop,they are 40%more likely to play sports,26%more for participating in outdoor activities(e.g.,hiking,camping),and 18%more for engaging in exercise and fjtness.More than any other group,almost of Nativ

72、e American entertainment engagers tune into entertainment while they are exercising.Their enthusiasm for sports translates into team engagement as well.With more than watching,attending,or listening to sports games,Native Americans are 10%more likely to consider themselves die-hard fans of sports co

73、ntent compared to the average U.S.consumer.Sports enthusiasts are at least 30%more likely to watch the FIFA World Cup,Major League Soccer(MLS),Spanish La Liga Santander and German Bundesliga compared to the average U.S.sports engager.When catching games,these sports fans are 100%more likely to exclu

74、sively use free sports streaming services.In fact,almost all Native American consumers use some type of a free entertainment streaming app(e.g.fjlm,music,podcasts,etc.).Native sports engagers are at least 30%more likely to watch the FIFA World Cup,Major League Soccer,Spanish La Liga Santander&German

75、 BundesligaMore likely to play sportsMore likely to engage in outdoor activities(e.g.hiking,camping)More likely to engage in exercise/fjtnessConsume entertainment while exercising+26%+40%+18%1/3BRE AKIN G A SWE AT25Live MusicMusic is another touchpoint,ofgering this audience ample opportunity for li

76、ve experiences.Native Americans are 32%more likely to attend live,in-person music events and 31%more likely to live stream music events.Compared to the average Gen Pop,they are especially likely to go to concerts and music festivals during their free time.In fact,their love of music is apparent in t

77、hat Native music listeners are 67%more likely to watch re-broadcasted concerts,festivals,and previously held live music events compared to the average music listener.Their passion for music even bleeds over into their podcast preferences,with Native American podcast listeners being 56%more likely to

78、 choose music podcast genre compared to the average podcast listener.+56%+32%+31%More likely to choose music genre podcastsMore likely to live stream music eventsMore likely to attend live music events+67%More likely to watch re-broadcasted previously held live music eventsLGBTQ+S E C T I O N 627Sta

79、nding out from the crowd is something that the LGBTQ+population does best.LGBTQ+U.S.consumers(ages 18+)are 25%more likely than average to say that their friends think of them as a trendsetter and are 15%more likely to indicate that their entertainment choices make them a more interesting person.As a

80、 matter of fact,LGBTQ+consumers seem to be keeping the use of turntables,record,and vinyl players alive as they are 26%more likely than average to use these devices.Trendsetting is hard work for these busy bees,so how do they manage it all?Even despite their busy lifestyles,they still fjnd time for

81、leisure.Compared to the average entertainment consumer,they are 30%more likely to multitask while engaging with entertainment and are 33%more likely to consume such entertainment while at school,followed by work at 14%increased likelihood.Like many,they are also active on social media,with over half

82、 of respondents naming social media as one of their discovery sources for new content.Busy Bees&Setting Trends+30%+26%+25%More likely to multitask during entertainment activitiesMore likely to use turntables,record,and vinyl playersMore likely to be considered a trendsetter by their friendsCompared

83、to the Average U.S.Consumer,They Are:DATA FO R LG BTQ+CO N S UM E R S I N CLUD E S O N LY T H O S E AGES 1 8+28While social media helps them stay connected and up-to-date with their favorite infmuencers and celebrities,this group also enjoys slowing things down by engaging with books,audiobooks,and

84、podcasts.LGBTQ+readers indicated that they had read an average of 6 books in the past 3 months.Complimenting this,physical and digital book consumption seem to be tied as LGBTQ+audiobook listeners also listened to an average of 6 audiobooks in the past 3 months,listening to 19%more audiobooks compar

85、ed to the average audiobook listener.Of those who are not typically consumers of physical and digital book formats,almost 60%of the sample said they were open to engaging with these types of entertainment.Top book genres among this group include action&adventure,crime/detective novels,and dramas.The

86、y also have an eclectic sense of taste with increased likelihoods of reading folklore/mythology,poetry,and graphic novels.Their interest in reading has also infmuenced their live event attendance,such that LGBTQ+individuals are 45%more likely to attend book reading and signing events than the averag

87、e U.S.consumer.BookwormsTop 3 Book GenresRead/listened to an average of 6 books/audiobooks in the past 3 months&listened to 19%more audiobooks than the average audiobook listenerAction&AdventureCrime/Detective NovelsDramaDATA FO R LG BTQ+CO N S UM E R S I N CLUD E S O N LY T H O S E AGES 1 8+29Podca

88、st ConnoisseursExtending beyond just books,podcasts are another popular choice.In fact,they are so popular that this group spends a 49%greater share of entertainment dollars on live streaming podcasts,followed by a 34%greater share spent on pre-recorded podcasts.In particular,podcasts focused on art

89、,culture,and leisure are of more interest to these consumers than average.More specifjcally,LGBTQ+podcast listeners are 47%more likely than average to listen to art-related podcasts,followed by society&culture at 37%,and life&leisure at 22%increased likelihood of consumption.LGBTQ+consumers get the

90、most of their podcasting experience through purchasing paid subscriptions for podcast platforms such as Spotify,Amazon Music,Apple Podcasts,and more.In fact,they are 22%more likely than the average consumer to have a paid subscription to a podcast service.Even alongside these mainstream platforms,al

91、ternative platforms such as Patreon are seeing more paid subscriptions from the LGBTQ+population,with them being 81%more likely to have a paid podcast subscription through Patreon.Having the ability to pick and choose which creators you subscribe to is a defjnite bonus with this platform and allows

92、for a more customizable and intimate experience.You can even use Patreon as a one-stop shop for podcast episodes,video content,fan merchandise,and more.LGBTQ+consumers are 17%more likely to purchase fan merchandise,collectibles,and memorabilia(including,but not limited to Patreon),which is a great w

93、ay to support ones favorite content creators.For more details on LGBTQ+consumership,see our Power of LGBTQ+Music report here.+49%+34%+22%+81%Live Streaming PodcastsPre-Recorded PodcastsPaid Podcast SubscriptionPaid Podcast Sub.through PatreonSpend a greater share of money on:More likely to have a:L

94、E AR N I N G THROU GH L I STE NIN GMore Likely to Listen to.Top 3 Podcast PlatformsAPPLE PODCASTSLIFE&LEISUREAMAZON MUSIC SOCIETY&CULTURESPOTIFYART-RELATED CONTENTDATA FO R LG BTQ+CO N S UM E R S I N CLUD E S O N LY T H O S E AGES 1 8+WomenS E C T I O N 731Women engage in similar types of popular en

95、tertainment activities as the general population,but its how they engage that stands out.Aligning to the general population,the top activities for women are watching TV,listening to music,using social media,watching movies,and engaging with the news.However,women are more inclined to invest their en

96、tertainment time in ways that allow them to socialize with others.Even when they arent socializing,they prioritize activities that allow them to multitask and stay entertained at the same time.For this group,the social aspect of entertainment is crucial to its enjoyment.When looking at this groups a

97、ttitudes toward entertainment,women are 10%more likely than average to fjnd it important to spend quality time with their friends and family over doing solitary activities and to agree that they enjoy asking friends/family for entertainment recommendations.Half of women also agree that entertainment

98、 allows them to connect with their family and friends,with just under 2/4 participating in entertainment activities with others on a regular basis.Some of the top activities that they enjoy sharing with others include attending live music events,engaging with eSports,and listening to pre-recorded po

99、dcasts.Social Multitaskers2/3 1/2of women engage in entertainment with othersAgree that entertainment allows them to connect with their family and friends32Most notably,this social dynamic can be seen in this groups go-to entertainment device choice and social media consumption.Smartphones are front

100、 and center when it comes to devices for entertainment,such that 75%of women use their smartphones for entertainment compared to only 68%of men.This comes at no surprise considering their active engagement on social media.Top social media platforms among women are Facebook,Instagram,and TikTok.Platf

101、orms such as these have led to 76%of women being active on social media,surpassing men by over 10%in their usage.Between Instagram reels,Facebook stories,and TikToks with cross-platform sharing capabilities,these integrations have led almost of this group to enjoy,not just general social media,but s

102、hort-form videos as well.Living in an era of rapid technological development in which new content is readily available at their fjngertips,its no wonder that women are at least 12%more likely to discover new content through social media infmuencers and social connections.However,as social media hold

103、s this groups attention,it can be diffjcult to draw it elsewhere.Although attentive on social media,this audience frequently splits their attention,often using entertainment in the background while doing other activities.Women are 11%more likely to multitask during their entertainment consumption an

104、d are most likely to multitask while engaging with audio experiences such as audiobooks and pre-recorded podcasts.Interestingly,they also often multitask during more visual experiences such as live music events,even though these types of events are among the top activities they engage in with others

105、.In fact,listed among some of their motivations to consume entertainment,women stated that they are motivated to consume entertainment when the activity gives them an escape from what they are doing and when it can be used in the background while doing other things.With this group,social time does n

106、ot necessarily mean focused time.ACTI V E O N SOCI AL ME D I AAT T E N T I O N I S D I V I D E DWOMENMEN76%65%Engaging with eSportsLive Streaming Music EventsListening to PodcastsLive Music EventsListening to Audiobooks88%65%48%Top Social Media Platforms Among WomenWomen are 11%more likely to multit

107、ask during entertainment activities.The top multitasking activities include.Social Media Attention33Multitasking and distraction has infmuenced this groups engagement with ads.While they spend an average amount of time on platforms with ads,they are less receptive to them.They are 17%less likely to

108、learn about and 24%less likely to purchase a product featured in an advertisement,and are generally less satisfjed with the amount of ads on free and ad-supported entertainment platforms.It is likely that this group is less attentive and aware of advertisements that are featured in their background

109、entertainment activities.However,despite their attitudes towards ads and the fact that they spend 18%less on entertainment overall,83%of respondents indicated that they have at least one paid entertainment subscription,with top subscriptions including Netfmix,Amazon Prime,Disney+,and HBO Max.As peop

110、le who often put others fjrst,women take loved ones into consideration when selecting subscription services.Women are 14%more likely to pay for an entertainment subscription service when that service meets the needs of difgerent household/family members,followed by a 9%increased likelihood of purcha

111、se when they have the ability to create multiple user profjles.With this group,sharing is caring.TOP PA I D SVOD SU B SCR I P TI O N S+14%+9%More likely to pay for an entertainment subscription when it meets the needs of other household membersMore likely to pay for an entertainment subscription whe

112、n they have the ability to create multiple user profilesT H IN K I N G OF OTH E R SAnti-Ad&Pro-Subscription-17%-24%Less likely to learn about a product in an adLess likely to purchase a product from an adNETFLIXAMAZON PRIMEDISNEY+HBO MAXHULUSpecial Feature:Gen ZS E C T I O N 835As the fjrst generati

113、on born into the digital age,Gen Zs lifetime is defjned by technology,entertainment,and social interconnectivity.Whats even more striking is that Gen Z seems to have combined all three into one through dominating the world of gaming.Compared to other generations,Gen Z takes the#1 spot for their enga

114、gement with video games,virtual reality(VR),and eSports.Part of the reason for this seems to be that Gen Zs preferences appeal to their underlying competitive nature Gen Zers are 48%more likely than the average U.S.consumer to engage with entertainment because it allows them to be competitive.Domina

115、ted by online play,Gen Z are getting their competitive juices fmowing,being most likely to engage in battle royale,sandbox(e.g.,Animal Crossing),and horror games.While Gen Z gamers are more likely to play all the popular games out today,they are almost 2x as likely to play popular titles such as Rob

116、lox,Apex Legends,and Among Us,compared to the average gamer.Sports leagues and games have also become an inseparable dynamic duo as seen in popular NBA 2K and FIFA 22 games,alongside a carved out,multi-billion dollar eSports sector.Battling for 1st PlaceShare of Entertainment Dollars Spent on Gaming

117、 ExpensesGEN ZMILLENNIALSGEN XBOOMERS18%13%10%5%36As a tech savvy generation,Gen Z invests 11%more money on entertainment each month than average,despite more limited income.Relatively high price point devices like specialized headphones and VR equipment are a priority for this group of devoted gami

118、ng enthusiasts they are the only generation to spend their greatest share of entertainment dollars on gaming expenses.Plus,Gen Z is 75%more likely than the average consumer to use game consoles for entertainment in general.With cross-device compatibility for apps like Spotify,Netfmix,and YouTube,gam

119、e consoles enable this generation to quickly access all of their entertainment favorites in one spot.Entertainment crossovers and gaming partnerships fuel streamlined entertainment experiences where consumers arent forced to choose just one entertainment vertical.Considering that gaming is a passion

120、 point for Gen Z,this is especially true for winning with this audience.Gamers are some of the biggest entertainment bufgs,ofgering a conduit for well-integrated content.Compared to the average U.S.consumer,Gen Z gamers are almost 50%more likely to live stream music events,33%more likely to attend l

121、ive music events,and 20%more likely to watch movies,just to name a few.Well-known celebrities like Travis Scott and Ariana Grande are using live streamed gaming integrations to connect with Gen Z audiences.And remember Lady Gaga popping up as a larger-than-life countess in the American Horror Story

122、anthology?Or have you seen Stranger Things latest online game where players can solve puzzles to win show-themed NFTs?Gaming Is Life50%+20%+33%More likely to live stream music eventsMore likely to go to live,in-person music eventsMore likely to watch moviesE N T E RTA I N ME NT CONNOI S SEURSFor mor

123、e details on gaming and music,see our Gaming+Music report here.37Integrated experiences and gaming enthusiasm are also clearly present in Gen Zs social media habits.Gen Z is 116%more likely to use Twitch than the average U.S.social media user.Alongside this,they are 50%more likely to use communicati

124、on apps like Discord and Whatsapp those that are commonly used to connect with online friends during gaming sessions.Even with the near universal acceptance of social media apps,Gen Z gamers in particular are 20%more likely to engage on social media sites compared to Gen Pop.Apart from its usefulnes

125、s for connecting with friends and family,social media is utilized as a way to live stream music artists and allow consumers to feel like they have a personal connection to celebrities.And lets not forget its power as a discovery outlet,with many emerging artists rising to fame and“getting discovered

126、”on social platforms like TikTok.Gen Z are the ones powering these trends as they are 56%more likely to use TikTok than average social media users.Social Infmuence+116%More likely to use Twitch+94%More likely to use Snapchat+73%More likely to use Tumblr+56%More likely to use TikTok+50%More likely to

127、 use Discord,Whatsapp,etc.Compared to the average social media user,Gen Z is.POW E R I N G TH E TR E ND S+75%+69%+53%C O N TE N T D I SCOVE RYThey are more likely to discover new content throughSOCIAL MEDIA INFLUENCERSVIDEO GAMESAUDIO STREAMING SERVICES38%of Familiarity with Crypto,NFTs,Metaverse,an

128、d Music Royalty InvestingCRYPTOMETAVERSENFTsMUSIC ROYALTY INVESTING52%43%37%28%Speaking to their interests for new and up-and-coming content and artists,this group also has a penchant for exclusive content and bonus features provided by many online game franchises.Downloadable bonus content not only

129、 has allowed players to connect with new music artists,but it has also introduced consumers to the concept of digital currency.In order to stay afmoat in a competitive market,many games have started to implement digital currency systems in which players can use in-game currency to unlock costumes,we

130、apons,avatars,and more.This insular currency system is not too unlike that of cryptocurrency something that Gen Z is 16%more likely to be familiar with compared to the average consumer.Similarly,customizable game avatars and player calling cards are not so difgerent from NFTs.Likewise,Gen Z is tied

131、with Millenials for the highest NFT awareness rates.Within the same realm,Gen Zers are the most familiar with the Metaverse compared to other generations.Its abundantly clear that Gen Z is on the cutting edge of technology and virtual environments in particular,a perk of being born into the digital

132、age.The Virtual World Is HereFor more on the Future of Entertainment,preview our Spotlight Series here.About LuminateLuminate is the preeminent entertainment data and insights company,unleashing access to the most essential,objective,and trustworthy information across music,fjlm and television,with

133、data compiled from hundreds of verifjed sources.Today,the company maintains its more than 30-year legacy of accurate storytelling by powering the iconic Billboard music charts,while also acting as the premiere database for the television and fjlm industries.Working closely with record labels,artists

134、,studios,production companies,networks,tech companies,and more,Luminate ofgers the most valued source of comprehensive,independent,and foundational entertainment data that drives industry forward.Operating independently,Luminate is owned through a joint venture between Penske Media Corporation and Eldridge.For more information,contact For media inquiries,contact