Engagement with ad-supported streaming video services like YouTube follow a similar growth trajectory. And yet, for all streaming video’s engagement gains, physical media (e.g., DVDs or Blu-ray Discs) remains a staple, with two-fifths (39%) watching from this source—virtually unchanged from 2018.
Home theater has taken on a new meaning amid the pandemic with 31% of consumers reporting they rented at least one new movie released direct to streaming over the past three months. More than half (52%) of these consumers plan to rent again within the next half-year.
Interestingly, the shift in content engagement patterns is also manifesting a shift in screen engagement. Analysis of self-reported video watching data across screen devices confirms TV is still king, accounting for roughly 60% of all viewing time. This result marks somewhat of a comeback for the big screen. CTA’s 2016 study The Changing Landscape for Video and Content found just 51% of weekly viewing time was attributable to TV.
The study also found most consumers express greater comfort socializing with family and friends at home, versus attending outdoor concerts, sporting events or going to the cinema.
CTA believes the structural changes in media and entertainment will be permanent, but screen viewership may migrate toward mobile screens as people begin to move around more. For now, we can all enjoy movie nights, just don’t forget to pass the popcorn.
Learn about the latest CTA market research and forecasts at CES 2021.
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