Holistic Entertainment 2021:
The Complete Consumer $8,000

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Holistic Entertainment 2021:
The Complete Consumer

Consumer entertainment is a broad set of content, services, products and pastimes, often much broader than we often see from the lenses of our own part of the industry. This report provides a quantitative look into the wide variety of activities upon which consumers choose to spend their entertainment money and time. It explores the share and quantity of time spent on video / television / movies, music, video games, social media, podcasts and other digital content as well as offline activities such as reading, exercise, and hobbies. It measures changes across consumption categories over the past two years and explores the unique holistic consumption patterns of specific groups – pay-TV subscribers, OTT subscribers, gamers, and young consumers.

DATA SOURCES: Online surveys of ~9,000 US consumers in Mar/Apr 2021 and Mar / Apr 2019 designed to examine consumption, attitudes toward media and technology, and brand preferences

Table of Contents

Publish Date: November 2021
Editors/Authors: Brett Sappington, Danielle Robertson
  1. Holistic Entertainment View: 2021
    1. Share of Aggregate Entertainment Time in an Average Week
    2. Share of TV / Movie Viewing Time & Share of Music Listening Time in Average Week
    3. Average Weekly Hours Spent Watching Content
    4. % of Respondents Watching for at least 1 Hour on Average Weekly
    5. Percentage Consuming Video Type Online (Streamed, Rented, or Purchased) in the Past 3 Months
    6. Number of Video Units Consumed and Penetration of Users in the Past 3 Months
    7. Average Weekly Hours Spent Listening to Content
    8. % of Respondents Watching for at least 1 Hour on Average Weekly
    9. Music Activities Engaged with in Past 3 Months
    10. Audio Services Subscribed To
    11. Average Weekly Hours Spent Doing the Following Activities
    12. % of Respondents Doing the Activity for at Least 1 Hour on Average Weekly
    13. Weekly Social Network Activities
    14. Influencer Websites/Social Media & Video Game Websites Visited in the Past 3 Months
    15. Mobile Activities Performed in the Past Week (with breakouts for Video, Music/Audio, Communication, Reading, Interactivity, Browsing, Shopping)
    16. Activities / Hobbies During Free Time
  2. Changes in Entertainment Consumption: 2019 vs. 2021
    1. Share of Aggregate Entertainment Time in Average Week: 2019 vs. 2021
    2. Change in Average Weekly Hours Spent Viewing: 2019 vs. 2021
    3. Change in Percentage of People Consuming Videos in the Past 3 Months: 2019 vs. 2021
    4. Change in Number of Video Units Consumed and Penetration of Users in Past 3 Months: 2019 vs. 2021
    5. Change in Average Weekly Hours Spent on Entertainment Activities: 2019 vs. 2021
    6. Game Websites Visited in the Past 3 Months: 2019 vs. 2021
    7. Change in Average Weekly Hours Spent Listening to Content: 2019 vs. 2021
    8. Change in Percentage of People Participating in Music Activities in Past 3 Months: 2019 vs. 2021
    9. Change in Percent of Consumer Subscribing to Audio Services: 2019 vs. 2021
    10. Change in Percent of People Participating Weekly in Social Network Activities: 2019 vs 2021
    11. Change in Percent of Consumers Taking Part in Free Time Activities: 2019 vs. 2021
  3. Holistic Consumption by Segments
    1. Pay TV: Subscribers vs. Non-Subscribers
    2. Average Weekly Hours Spent Watching Content
    3. Activities During Free Time
    4. Share of HH Income per Group
    5. % Visiting Any Gaming & Any Influencer Site in the Last Month
  4. OTT: Heavy OTT Subscribers vs. Light OTT / Non-subscribers
    1. Average Weekly Hours Spent Watching Content
    2. Top Videos Streamed, Rented, or Purchased Online in the Past 3 Months
    3. Average Weekly Hours Spent Listening to Content
    4. Average Hours Spent on the Following Activities
    5. % Visiting Any Game Website
    6. Mobile Activities Performed in the Past Week
    7. Activities During Free Time
  5. Gamers: Heavy Gamers vs. Light Gamers
    1. Average Hours Spent Doing the Following Activities (Top 10)
    2. Game Websites Visited in the Last Month
    3. Average Weekly Hours Spent Watching Content
    4. Top 10 Video Types Streamed, Rented, or Purchased Online in the Past 3 Months
    5. Average Weekly Hours Spent Listening to Audio Content
    6. % Subscribed to Music Services
  6. Age Groups: Under 21 vs. 22 and older
    1. Difference in Share of Entertainment Time per Week
    2. Activities During Free Time
    3. Average Hours Spent Doing the Following Activities (Top 10)
    4. Top Video Types Streamed, Rented, or Purchased Online in the Past 3 Months
    5. Weekly Social Network Activities
    6. Average Weekly Hours Listening
    7. Average Weekly Hours Spent Watching Content
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