Table of Contents
Executive Summary
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- DVD purchases drop 9 percentage points in two years
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- Figure 1: Physical media purchases, December 2017 – January 2020
- Gen Z are the most likely to pay to download media
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- Figure 2: Media downloads, December 2017 – January 2020
- Growth in video streaming shows no signs of slowing down
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- Figure 3: Use of paid-for media subscriptions, December 2017 – January 2020
- Spotify adds real-time targeted ads within podcasts
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- Figure 4: Media activities, December 2017 – January 2020
- Apple News+ launches in UK but its appeal is still debatable
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- Figure 5: Devices used for media activities, January 2020
- New subscription service Quibi caters towards smartphone viewing
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- Figure 6: Devices used for viewing, January 2020
- Half watch music videos on YouTube
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- Figure 7: Genres of video watched on social media, January 2020
- Popularity of long videos on YouTube creates new opportunities
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- Figure 8: Lengths of videos watched on social media, January 2020
- Six in ten have stopped watching a video due to long pre-roll ads
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- Figure 9: Attitudes towards online videos on social media, January 2020
Physical Media Purchases
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- Print book purchases steady
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- Figure 10: Physical media purchases, December 2017 – January 2020
- DVD purchases drop 9 percentage points in two years
- HMV attempts to make stores a destination with vinyl, live music and expertise at the forefront
- Further decline in print magazine purchasing
Media Downloads
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- Gen Z are the most likely to pay to download media
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- Figure 11: Media downloads, December 2017 – January 2020
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- Figure 12: Repertoire of media downloads, by age, January 2020
- Video game downloads allow for the possibility of disc-free consoles
Media Subscriptions
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- Growth in video streaming shows no signs of slowing down
- How can Netflix respond to new streaming services
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- Figure 13: Use of paid-for media subscriptions, December 2017 – January 2020
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- Figure 14: Repertoire of use of paid-for media subscriptions, December 2017 – January 2020
- Traditional TV providers try to ward off streaming threat through greater service incorporation
- Newspaper publishers push forward with digital subscriptions
- The Guardian uses curation and a better user experience to encourage subscriptions
- Reach experiments with micro-paywalls but this is not the favoured model
Media Activities
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- The Times launches radio station as the popularity of radio listening endures
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- Figure 15: Media activities, December 2017 – January 2020
- TV license fee controversy accelerated by changing viewing habits
- Spotify adds real-time targeted ads within podcasts
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- Figure 16: Listened to a free podcast in the last 3 months, by household income, January 2020
- Apple ties in its podcasts and TV shows
Devices used for Media Activities
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- Apple News+ launches in UK but its appeal is still debatable
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- Figure 17: Devices used for media activities, January 2020
- Apple Music starts offering web interface
- New gaming services to reduce centrality of games console
- New subscription service, Quibi, caters towards smartphone viewing
- Its price means Quibi inevitably competes with TV services
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- Figure 18: Devices used for viewing, January 2020
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- Figure 19: Watch videos content on smartphones, by generation, January 2020
Special Focus: Genres of Social Media Videos
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- Half of people watch music videos on YouTube
- YouTube invests in artist documentaries
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- Figure 20: Genres of video watched on social media, January 2020
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- Figure 21: Genres of video watched on social media in the last 3 months (NET), January 2020
- Figure 22: Repertoire of genres of videos watch on social media in the last 3 months, January 2020
- Sports clubs look to capitalise on the popularity of sports videos on social media
- Social media helps level the playing field for women’s sport
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- Figure 23: Genres of videos watched on YouTube, by gender, January 2020
- CollegeHumor’s demise shows difficulty of making money from comedy on social media
- Deepfake videos add new controversy for social platforms
Special Focus: Lengths of Social Media Videos
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- 1-10 minutes is the most popular video length across networks
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- Figure 24: Lengths of videos watched on social media, January 2020
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- Figure 25: Lengths of videos watched on social media, January 2020
- Few watch long videos on Instagram or Facebook
- Clearer branding and purpose needed for Facebook Watch and IGTV to become genuine YouTube rivals
- TikTok’s success highlights interest in super-short videos
Special Focus: Attitudes towards Online Videos
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- Six in ten have stopped watching a video due to long pre-roll ads
- Longer online videos open the door for more mid-roll advertising
- Back-to-back videos can be effective if used sparingly
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- Figure 26: Attitudes towards online videos on social media, January 2020
- Figure 27: Attitudes towards online videos on social media [Answer Yes], by age, January 2020
- Platforms aim to crack down on controversial videos
- YouTube to allow for advertising on edgier videos
- Nearly half of 16-24s have create their own video content for social media
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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