There is a convergence between GenZ, GenX, and millennials. MilleXZial SVOD viewing behavior is converging. As well, they are probably watching on four screens. If they are Amazon Prime Video viewers, they are also spending a lot in the Amazon store.
Chapter 1: The convergence of SVOD viewing behavior (1:00)
New data from Deloitte shows that the SVOD viewing habits of Gen Z (14-20-year-olds), millennials (21-34 year-olds) and Gen X (35-51 year-olds) are converging. The company has dubbed the group the MilleXZials. The company found that 48% of U.S. consumers stream TV shows at least weekly. Among the milleXZials, it is much higher: 67% of Gen Z, 62% of millennials, and 52% of GenXers. As well, similar numbers of each group subscribe to SVOD services. 70% of GenZ, 68% of millennials, and 64% of GenX people subscribe to SVOD.
In other countries, the generations are not nearly so close. For example, in the UK 48% of GenX, 54% of millennials, and 58% of GenZ adults subscribe to an SVOD service.
Chapter 2: Three screens or four? (9:10)
According to comScore’s 2018 International Edition of the Global Digital Future in Focus, most of us are juggling three screens. In the U.S. 62% of the digital audience consumes content on a PC, tablet, and smartphone. 23% of people rely solely on a PC and 15% on a tablet and smartphone.
Though the smartphone dominated overall digital minutes used, both mobile and PC video consumption increased in the U.S. in 2017. comScore says that video minutes watched on mobile screens increased 28% and PC consumption was up 10%.
Nielsen says that the penetration of TV-connected devices increased from 42.9% in Q2 2017 to 46.9% one year later. Minutes watched per week increased from 505 to 520 over the same period. It is impossible to say with certainty how many of the 62% of U.S. three-screen users also use a connected TV. However, it is a good bet that there is a very large population of Americans living life between four screens.
Chapter 3: How Amazon customers pay for The Man in the High Castle ()
Last week Reuters reported that the Amazon program “The Man in the High Castle” delivered 1.15 million new Prime subscribers worldwide. Consumer Intelligence Research Partners says that Amazon Prime members spend $700 more than non-prime members in the Amazon store. Using these data and adding in the price of prime subscription, the incremental 1.15 million subscribers delivered an additional $75.5 million. The show cost $72 million to produce.
The data highlights how powerful Amazon’s video model is and why media companies around the globe are now paying close attention.