Comscore：2023年Z世代报告（英文版）（31页）.pdf

1、1GOING STEADY2AGENDAConsumer trends connecting the dotsWhere do we go from here?How does this impact how we think about reaching and influencing consumers?3It was the best of times,it was the worst of timesC H A R L E S D I C K E N S4T O P T E N C T V D E V I C E S:%O F T O TA L C T V H O U S E H O

2、L D S”CROSS PLATFORM”IS NOT JUST CROSS PLATFORM ANYMORESource:Comscore Connected Home,January 2020 January 2023,U.S.Average number of connected devices per household increased from 9 to 12.49%29%26%25%6%4%8%7%5%3%62%29%28%18%8%8%6%4%4%1%Smart TVAmazon Fire TVRokuGaming ConsoleAmazon EchoFamilyDVR/Se

3、tTopBoxChromecastGoogle HomeApple TVInternet Blu-rayPlayer5N E T W O R K T V S E R I E S C R O S S-S C R E E N E N G A G E M E N T I N D E X,J A N 2 0 1 9=B A S E 1 0 0-50050100150200250300350JF M A M JJA S O N DJF M A M JJA S O N DJF M A M JJA S O N DJF M A M J2019202020212022MEDIA CONSUMPTION IS G

4、ETTING SMUSHED TOGETHERSource:Comscore Video Metrix Multi-Platform,This is Us,Total Video,Total Audience,U.S.Shareablee Metrics&Trends,This is Us,Facebook,Instagram&Twitter,U.S.Comscore TV,National,NBC,2019-2022,U.S.S E R I E S F I N A L ELINEAR TV:AVERAGE AUDIENCE DIGITAL:REACH SOCIAL MEDIA:TOTAL A

5、CTIONS,CROSS-PLATFORM60B10B20B30B40B50B60B70B80B90B100BT O TA L S O C I A L E N G A G E M E N T U S B R A N D S&I N F L U E N C E R S (F B,T T,T W,I G)WHILE CONTENT CONTINUES TO CONVERGESource:Comscore Social,US-All.2 0 2 02 0 2 12 0 2 228%ACROSS PLATFORMS22 VS 20TV+111%7Source:Comscore TV,Video Met

6、rix,Box Office Essentials,Media Metrix,CTVi,All time periods January 2022-January 2023O N L I N EV I D E OL I N E A R T VM O V I E SS O C I A LG A M I N GS I T E S/A P P S125BHoursH O U R S S P E N T J A N 2 0 2 2 J A N 2 0 2 3C T V1.7BHours in Movie Theaters67BHours 46BHours205BHours131BHours8Sourc