M-GO, the digital entertainment service joint venture between DreamWorks Animation and Technicolor, has released insight into the streaming habits of US consumers which it says for the first time highlights the differences in streaming behaviour across gender lines, with women leading their male counterparts in certain metrics. The findings are the result of a recent national survey of 1,000 streaming media consumers commissioned by M-GO and market research company Lab42.
Streaming vs. Steaming
Overall, digital streaming continues to be on the upswing in 2013, with 84 per cent of respondents saying that they do so at least once a week. (Comparatively speaking, only 53 per cent percent of Americans are “steaming it up” with their significant others with the same frequency.) Looking beyond weekly streams, further analysis reveals that 41 per cent of men and 26 per cent of women actually engage in the guilty pleasure of daily streaming. In fact, first-timers, regardless gender were almost evenly split (43 per cent) in streaming alone.
Can’t Get No…Satisfaction
Overall, however, both when flirting with the choice of service providers, the survey found that only a paltry 34 per cent of respondents are “very satisfied” with their service of choice – with 81 per cent using two or more services use two or more streaming services to get their content and needs met.
“In this day-and-age of people having increasingly overloaded lives, it’s fascinating that streaming has become the go-to activity for relaxation and escape – even more so than sex. M-GO fielded this survey with Lab42 to better understand the habits and preferences of today’s ‘digitally frustrated’ consumer so that we can work to increase their satisfaction,” said Ted Hong, CMO of M-GO. “We’re excited to be the kind of service that wants to partner with the people instead of prescribing their experience. Being the ‘people-friendliest’ digital entertainment service on the planet is more than marketing speak; it’s who we are at our core. M-GO’s mission is to alleviate consumers’ current dissatisfaction by making their entertainment enjoyable and accessible.”
New Queens of Stream
Looking at the new wave of streamers, those with less than a year of experience, women now lead the genders with 31 per cent as compared to their male counterparts at only 20 per cent. Women are also leading the charge in second screen viewing, being three times more likely to take in their entertainment via a mobile tablet-type of device, while their male counterparts are more likely to watch from a desktop computer.
Digital Box Office vs. Box Sets
Looking at the choice of content for first timers, consumers are split evenly at 44 per cent between choosing movies and TV shows. Amongst all respondents, new TV shows (those still on the air) were by far the most viewed type of programming (68 per cent), followed by new movies at 46 per cent and older movies at 44 per cent. A closer look at choice in content by gender reveals that men were more likely to have streamed a movie (49 per cent vs. 40 per cent women) while women were more likely to have streamed a TV show (52 per cent vs. 37 per cent).