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Paid Content Consumer Deep Dive The Emergence Of A Sophisticated Audience

Report by Zach Fuller
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20,000 Foot View: In the old world, there were clear demarcations between media types, bordered with proprietary media and playback devices. However, different entertainment forms now exist in more interdependent ecosystems than they did in the analogue era, with all-in-one app stores blurring the boundaries and turning media consumption into an amorphous whole where content types compete directly with each another for both time and money. Understanding how users interact with different products and services has never been more important. To this end, metrics covering penetration, distribution, average spending and the segmentation of cohorts and demographics become crucial in forming an understanding of the behavioural trends in the modern paid content consumer.

Key Findings:

  • Legacy paid            formats and behaviours continue to            significant sway
  • Traditional pay-TV            the most widely adopted form            paid content
  • Music has            highest share of high spenders            all content types
  • Streaming services            leaving money on the table            negating opportunity among high-spenders and           
  • Music            and            Video            both have higher average            than Mobile           
  •            of consumers spend nothing on digital content
  • Freemium continues            drive monetisation in the content           
  • At            penetration            video streaming is on a            trajectory to a mainstream entertainment            than paid music streaming           
  • Discovery has            search in content consumption
  • International markets            disparate Paid Content attributes (Brazil            higher engagement, Australia with increased            spenders)
  • Adblocking will            ad-supported revenues