Adobe’s latest Media and Entertainment Generations Report for 2017 is based on aggregated and anonymized consumer data from U.S. National News and Media and Entertainment websites. This report draws on 10+ billion website visits since January 2015, over 1 million social mentions, and findings from the 2017 U.S. Media and Entertainment survey which focused on consumer’s habits and behaviors related to the media industry.

1. •
-
•
MEDIA & ENTERTAINMENT
GENERATIONS REPORT
ADOBE DIGITAL INSIGHTS 2017
•
•
-
,
' , - , I •
,,,,,, ,, ,,

2. MEDIA & ENTERTAINMENT GENERATIONS | 2017
TABLE OF CONTENTS
Overview
03 Methodology
17 Glossary
18 Table 1: Home Entertainment Device
19 Table 2: Sports News Outlet
20 News Table 3: Consumption by Social Platform
Insights
04 Online Media & Entertainment visits continue to fall
05 Consumers turn their backs on traditional entertainment
06 Sports fanatics now use social to follow their favorite teams
07 Consumers prefer Google AMP over Media & Entertainment Apps
08 National News – the last man standing
09 National News is the hottest lunch date for Americans
10 Consumers turn to social media as their primary news outlet
11 Facebook Paywall – unlikely to save Media & Entertainment companies
12 “Turn off your cell phone” policies are a real turn off for young movie viewers
13 Half of consumers prefer to watch movies in the comfort of their homes
14 Bigger and better… now at home
15 Binge watching is Crafters preferred entertainment consumption method
16 MoviePass – the Netflix of cinemas?

3. MEDIA & ENTERTAINMENT GENERATIONS | 2017
METHODOLOGY
 Based on aggregate and anonymized consumer data comprised of over 10 billion website visits between January 2015 and
July 2017 in the United States
 Report based on 1+ million social mentions from August 2016 – July 2017 via Blogs, Facebook, G+, Reddit, Twitter, Dailymotion,
Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube
 Includes consumer information from the 2017 ADI US Media & Entertainment Survey, conducted between August 2 – 8, 2017
to over 1,500 US consumers about their behavior regarding Media & Entertainment topics.
Data from different Adobe Experience Cloud Solutions:
Visit our website: adobe.ly/AdobeInsights
Sign up for email alerts: http://www.cmo.com/adiregister.html
Follow us: @adobeinsights

4. MEDIA & ENTERTAINMENT GENERATIONS | 2017
Online Media & Entertainment visits continue to fall
 Media & Entertainment companies experience the worst traffic growth among all leading industries in the last year
 Total Visits: -5% YoY
 Slow mobile growth reflects the fact that Media & Entertainment has led the mobile transformation for some time now
 50% of all visits to Media & Entertainment sites in 2017 come from smartphones

5. MEDIA & ENTERTAINMENT GENERATIONS | 2017
Consumers turn their backs on traditional entertainment
 Traditional TV providers struggle to keep up as consumers
look to online streaming and other types of entertainment –
Traditional TV sees poor growth starting in 2014 and forward
US Media & Entertainment Survey 2017 Findings:
 Two thirds of consumers under the age of 35 report
using online streaming subscriptions to regularly watch
television. Online Cable, direct TV or satellite is the
primary method for half of those 35 years or older
 Over one-quarter of those under 35 years are already
watching TV exclusively online, another 30% say they
will do so within the next 2 years
 Over 40% of consumers over 35 years old don’t
ever plan to watch TV exclusively online.

6.  As consumers turn to social media for sports news, Media &
Entertainment Sports Sites suffer: Visit growth is down nearly
50% since January 2015
US Media & Entertainment Survey 2017 Findings:
 15% of consumers say their “primary use of social media is to post
about sports”
 Young consumers are more likely to turn to social media for sports
news
 Twice as many consumers under the age of 35 say social
media is the first place they go to look for sports news
compared to those 35+
MEDIA & ENTERTAINMENT GENERATIONS | 2017
Sports fanatics now use social to follow their favorite teams

7.  Steady adoption of Google Accelerated Mobile Pages (AMP) enables consumers to have a better mobile experience which shifts traffic
from apps to mobile pages – apps lose 50% of traffic since AMP is launched in February 2016
 Nearly every Media & Entertainment (84%) company sees traffic from Google AMP
 Only 6% of consumers leverage apps (e.g., Flipboard, Apple News) as their primary entertainment news source (US Media &
Entertainment Survey 2017)
MEDIA & ENTERTAINMENT GENERATIONS | 2017
Consumers prefer Google AMP over Media & Entertainment Apps

8.  National news leads in year over year (YoY) total growth of visits among all industries (+22%) and didn’t lose as
much traffic on Desktops and Tablet as the average industry
 Smartphone growth is up 59% YoY and 80% since January 2015
 Prior year growth was 17%, indicating a strong interest in National News in late 2016 and early 2017
MEDIA & ENTERTAINMENT GENERATIONS | 2017
National News – the last man standing

9. MEDIA & ENTERTAINMENT GENERATIONS | 2017
National News is the hottest lunch date for Americans
 Over 50% of National News consumption is between 8am and 5pm and sites see highest volume of traffic at lunch time (12pm –
1pm)
 National News is not a bedtime activity – less than 15% of traffic is between 9pm and 11pm
 Consumers show greater interest in National News
 In the last 5 years, average time on site has continued to increase – in 2017 average time is 6.5 minutes, compared to 5
minutes in 2012 (30% increase)

10. MEDIA & ENTERTAINMENT GENERATIONS | 2017
Consumers turn to social media as their primary news outlet
2017
 Twice as many consumers under the age of 35
claim a majority of their news consumption is
through social media as opposed to TV, news
platforms, or newspaper
Looking Forward
 35% of young consumers say their use of social
media tools for news content will increase in the
next year – consumers over 35 less likely to say
their use of social media for news will increase in
the next year (<20%)
US Media & Entertainment Survey findings:
Facebook is the most commonly used social media platform for daily news across all age groups

11. The best things in life are always free…
 In July 2017, Facebook announced the company will begin testing paywall, a program that better supports
subscription models and helps to fulfill the needs of their media partners – very few customers are willing to
pay for news through social media
MEDIA & ENTERTAINMENT GENERATIONS | 2017
Facebook Paywall – unlikely to save Media & Entertainment
companies

12.  Season 7 premiere of Game of Thrones, the most-watched
season premiere for any HBO series to date, experienced almost
3.5x amount of social mentions on premiere day compared to
the release day of Wonder Woman, the second highest grossing
movie in 2017.
US Media & Entertainment Survey 2017 Findings:
 One-quarter of consumers under 35 years old state that using
social media while watching entertainment is critical to their
enjoyment of the experience – almost half of those over 35
strongly disagree
 1 in 5 consumers of high school age uses social media to
primarily post about TV shows
Those preachy pre-film commercials reprimanding millennials from using their mobile devices during movie viewing are a real ‘turn-
off’ for younger audiences who are accustomed to consuming entertainment while having a cross-channel, cross-device experience
MEDIA & ENTERTAINMENT GENERATIONS | 2017
“Turn off your cell phone” policies are a real turn off for young
movie viewers

13. MEDIA & ENTERTAINMENT GENERATIONS | 2017
Half of consumers prefer to watch movies in the comfort of their
homes
Most popular device for home entertainment?
 Gaming devices, Smart TV’s and cable boxes are the most popular devices used to access entertainment at home among those 13-34 years
of age. Consumers 35+ most often use a cable box, Smart TV, or Blue-ray Disc player
Sofas over Movie theater chairs
 Over 80% of consumers waited for a movie to be released on video rather than going to the theater in the last year
 More than half of consumers agree that they would watch more new movies if they could watch first-run movies from their home

14. MEDIA & ENTERTAINMENT GENERATIONS | 2017
Bigger and better… now at home
 Over one third of consumers believe screen size is the biggest differentiator between a movie and a TV show and over
75% ideally prefer a 35’’ TV or larger screen to view shows or movies while at home (US Media & Entertainment Survey
2017)
 Average screen size of TV shifted from 43 to 45 inches from 2016 to 2017: 4.5% YoY
 Nearly 50% of all sold TVs in Q2 2017 are 4K definition

15. MEDIA & ENTERTAINMENT GENERATIONS | 2017
Binge watching is Crafters preferred entertainment consumption
method
 Over 50% of consumers between the age of 13 and 22 say they
prefer to binge watch TV series
 Over one-third of consumers over the age of 35 prefer to watch one
episode per week
 Netflix is the most talked about channel on social media for binge
watching – activity spikes when new seasons of shows are released
(ex: House of Cards)

16. MEDIA & ENTERTAINMENT GENERATIONS | 2017
MoviePass – the Netflix of cinemas?
 Streaming services such as Netflix and Spotify have gotten Americans accustomed to $10 a month unlimited home entertainment –
MoviePass attempts to give Americans an all you can binge buffet, but for movie theaters.
 Consumers took interest on August 15th when the
startup announced the membership price
decreased from $50 to $9.95 a month
 More social mentions on the day of the
release and the day after than the rest of 2017
combined

17. MEDIA & ENTERTAINMENT GENERATIONS | 2017
GLOSSARY
Definitions
04 Industry Average is composed of the following industries:
 Retail & E-Commerce
 Travel & Hospitality
 Auto, Home & Life Insurance
 Automotive
 Banking & Investment
 Media & Entertainment (excluding National News)
 National News
05 Traditional TV Companies: cable content providers and satellite TV
11 Paywall: requires users to pay to subscribe to the site for access
15 Crafters: Generation Z (birth years ranging from the mid-1990s to the mid-2000s)
15 Binge watching: consuming multiple episodes of a TV program in a row
16 MoviePass: subscription-based movie ticketing service
15 4K TVs: higher resolution televisions
High Schoolers: Age 13 – 17
College Students: Age 18 – 22
Young Professionals: Age 23 – 34
35 and Older: 35+

18. MEDIA & ENTERTAINMENT GENERATIONS | 2017
Table 1: Home Entertainment Device
Gaming
Device
Cable Box Smart TV Blu - Ray Roku Chromecast Apple TV Sling
High
Schoolers
55% 39% 38% 25% 19% 11% 10% 4%
College
Students
51% 29% 29% 20% 13% 11% 11% 1%
Young
Professionals
46% 32% 41% 26% 16% 13% 14% 4%
35 and
Above
18% 44% 31% 24% 20% 6% 7% 3%
What type of device(s) do you use to access entertainment at home? (US Media & Entertainment Survey 2017)

19. MEDIA & ENTERTAINMENT GENERATIONS | 2017
Table 2: Sports News Outlet
High Schoolers College Students Young
Professionals
35 and Above
Television 27% 23% 27% 32%
News Sites 10% 11% 14% 11%
Social Media 24% 28% 17% 9%
Newspaper or
Magazine
2% 3% 3% 6%
Apps 2% 5% 3% 4%
Which of the following outlets do you use for sports news? (US Media & Entertainment Survey 2017)

20. MEDIA & ENTERTAINMENT GENERATIONS | 2017
Table 3: News Consumption by Social Platform
High Schoolers College Students Young
Professionals
35 and Above
Facebook 60% 55% 69% 49%
Twitter 39% 51% 41% 23%
Reddit 38% 41% 39% 35%
Instagram 25% 22% 26% 20%
Snapchat 22% 25% 16% 10%
Which of the following social media platforms do you use for news consumption? (US Media & Entertainment
Survey 2017)