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Today we launch GWI Entertainment Q4 2014, our bi-annual report on the dominant trends in gaming, daily media consumption and online content/entertainment. You can download a free summary here.

Across GlobalWebIndex’s 32 surveyed countries, two thirds of online adults say they are strongly interested in films and music and 4 in 10 report that entertainment is a key reason for them surfing the web. Some of GWI Entertainment’s most important headlines include:

  • Internet users remain more likely to access entertainment content online rather than pay for it, with e-Books, music downloads and apps topping the list of paid-for items. Some free ad-based services are being hampered by the widespread use of adblocking software – half of Spotify users report that they employ adblockers, for example.
  • Streaming is overtaking downloading as the primary way that internet users access music and TV/film online.  Last month, half of online adults streamed music or watched TVoD and one fifth watched Netflix. The extensive use of Virtual Private Networks (VPNs), especially in fast-growth markets, means that large numbers are accessing technically geo-restricted entertainment content.
  • 70% of 16-24s are now watching online forms of TV, compared to just a third of 55-64s. This pattern is replicated across most of the behaviors tracked in our report: younger users are typically the most engaged, with 16-24s often posting the strongest figures of all.
  • PCs/laptops remain the most important entertainment device but mobiles are rapidly gaining ground. Last month, 75% accessed the mobile web, 4 in 10 visited YouTube on mobile and one third streamed music. Tablets, meanwhile, appear to be losing some of their appeal as entertainment devices.
  • Males and 16-34s are the most dedicated gamers, though half of women are console gaming daily. Next Gen consoles remain rare (1 in 20 have one) but 1 in 5 plan to buy a PS4 in the future.
  • A quarter think a brand should entertain them, with one fifth watching branded videos monthly and 3 in 10 discovering brands through TV shows or films.

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