Entertainment Seekers Tap into a Variety of 13 Distinct Media Sources, According to Study
In a groundbreaking revelation, the latest edition of Hub's semiannual "Battle Royale" report has found that the ratio of "must-have" to "nice-to-have" sources remains equal across all age groups and households. This sixth wave of the report, based on a survey of 3,018 U.S. consumers aged 18-74 who are entertainment decision-makers with broadband, has been consistent since early 2022.
The report, titled "Hub's semiannual 'Battle Royale' report," delves into the habits of young consumers and reveals that their preferences are unlikely to change as they grow older. The average consumer under 35 uses a diverse range of 2.4 gaming sources, compared to just one gaming source among those aged 35-plus.
Young people (under age 35) use a total of 16 different sources of entertainment, while households with kids use almost 17 sources. Interestingly, among young people, premium TV sources make up a minority of their entertainment ecosystem, with only seven sources compared to nine sources of other content.
The findings also highlight a shift in the understanding of entertainment among young consumers. Video games, YouTube, and TikTok are rapidly gaining share of mind among this demographic. The average consumer under 35 uses 3.6 social or short-form video sources, compared to just 2.2 among those aged 35-plus.
Respondents rated 6.4 of their sources as "must-haves" and 6.7 as "nice to have." However, only about half of the entertainment sources used by consumers are considered "must-haves." This suggests a growing trend towards experimentation and diversification in entertainment choices.
The report's findings are available as a free excerpt on Hub's website. It's worth noting that the data for this report was collected in October 2022, and the report does not contain information about the sixth wave of Hubs' "Battle Royale" semi-annual report for 2023 or about the distribution of video and other entertainment sources among people under 35 years old.
Looking ahead, the report predicts that in 2024, the average household will use 13 different sources of entertainment. As the landscape continues to evolve, it's clear that young consumers are driving change and redefining the future of entertainment.
