Entertainment

in the US
A look at the latest trends
in US entertainment
In this
report
05 Discover our data Methodology

07 Key insights
When reading this report, please note Each year, GWI interviews over 700,000
09 TV & streaming that we focus on GWI USA, which internet users aged 16-64 via an online
Are consumers cutting the cord because of surveys over 20,000 internet users questionnaire for our Core dataset. A
online TV? What’s next for streaming platforms? in the US aged 16+ each quarter, in proportion of respondents complete a
addition to supplementary data from shorter version of this survey via mobile;
17 Music & audio our ongoing global quarterly Core hence the sample sizes presented in the
Which social platforms do consumers turn to research. charts may differ as some will include
most for their entertainment fix? What types of all respondents, and others will include
video content are they craving? GWI Core is carried out among inter- only respondents who completed GWI’s
net users aged 16-64 in 47 markets. Core survey via PC/laptop/tablet.
23 Gaming & esports Our figures are representative of the
Is music streaming still popular? What kind of online populations of each market, not Please note that we also refer to
music appeals most to consumers? How to use its total population. According to our our monthly Zeitgeist studies across
podcasts as a marketing tool? own projections, 90% of the US pop- 9 markets.
ulation aged 16+ are internet users,
31 Online & social video so it’s fair to say our data reflects Throughout this report, we refer to
How has the gaming audience diversified? the online population of this market. indexes. Indexes are used to compare any
What role do video streaming services and social However, in many countries in Latin given group against the average (1.00),
platforms play in the gaming experience? What’s America, the Middle-East and Africa, which unless otherwise stated refers to
the deal with gaming and the metaverse? and the AsiaPacific region, low inter- the global average. For example, an index
net penetration rates can mean that of “1.20” means that a given group is
Click the dots 39 Appendix online populations are more young, 20% above the global average, and an
to navigate urban, affluent, and educated than index of “0.80” means that an audience
41 Notes on methodology the total population. is 20% below the global average.

4
 Each of the

Discover the graphs is

numbered

data on our
More information can
be found in the Appendix
section at the end of

platform
this report

Each chart from our ongo-

ing global research in this
report contains a hyper-
link that will bring you
straight to the relevant
question on our Platform,
where you can investigate
all data by demographics,
over time, and among your
own audiences.
Just click this icon
to explore the data
on the platform

Source Information
about the source
Base and base

6
Key
insights

Podcasting Everyone
offers
The rise of The US has wants to be
effective
streaming is bucked the TikTok
Broadcast ad reach
changing the gaming
is strong but ad landscape decline
streaming is
making gains
We’re seeing fewer consumers play- Social media users across different
With younger US consumers now While music streaming is more prom- ing games worldwide as people return platforms are using video features
Average time spent watching broadcast spending more time watching online inent among US consumers than to their pre-Covid routines. Not in the where they can find them. As TikTok
TV is higher in the US than anywhere TV than broadcast, the effectiveness podcasts, podcast ads are highly US, however, where the number playing keeps growing, the need for other
else in the world, but its lead over online of TV ads is beginning to slip too. But impactful. Like most influencers, hosts games keeps going up. There’s a lot platforms to build on its existing video
is declining. While younger generations product placement and sponsorship know what appeals to their fanbase, for brands to already be excited about offerings is becoming harder to ignore.
are ahead here, even Gen X and baby will remain impactful when engaging and brands who are a good fit can lean in gaming, especially with older and Content creators, sponsorships, and
boomers are gradually increasing their with viewers, particularly as more sign on them to read ads in their own style – female audiences picking up control- ads are all on the cards, but live shop-
time watching online TV. up to ad-free accounts. ensuring they land better with listeners. lers more. ping could prove a real hit too.

8
 Broadcast still ahead; online is making gains 1

01 Average daily time spent on the following in h:mm

TV and Broadcast TV

3:18
Online TV

3:17 2:55 2:56 2:53 3:01 2:49

streaming 1:02 1:12 1:10 1:20 1:26 1:41 1:46

Episode one:
TV v streaming

In the US, live TV is still king. While again as of 2021, with daily time spent Gen Zs here still average around 2
around the same number of US con- having fallen below pre-pandemic fig- hours a day watching broadcast – a
sumers watch subscription services ures once more. figure that’s remained stable through-
as they do live TV, they average more out 2020 and 2021.
time spent watching broadcast than It’s not just younger viewers driving
they do online – more than any other the trend. Gen Zs spend more time The two don’t have to directly compete;
market we track. watching online TV than broadcast, they can even work together. In some
but millennials, Gen X, and even cases, services with online and offline
But there’s a catch. Time spent watch- boomers are starting to make the presence (the likes of Paramount+)
ing broadcast is falling, while online switch to online TV, with viewing time offer consumers the chance to watch 2015 2016 2017 2018 2019 2020 2021

TV shows impressive growth. This rising year-on-year. live or on-demand content at their lei-
has been happening for some time, sure. It’s important to remember that
with evidence of broadcast’s decline This doesn’t mean one will displace with consumers rebuilding their daily
clear since 2015. This was temporarily the other any time soon; online still routines, having the opportunity to be
undone in 2020 (when much of the has a long way to go before it eclipses flexible with their viewing behaviors is
country was in lockdown), but the pat- broadcast. Even with online making essential, and streaming can support
tern of decline has swiftly picked up waves among younger consumers, broadcast here. GWI Core 2015 - 2021 (Averages of waves conducted between Q1 2015-Q4 2021) 498,508 US internet users aged 16-64

TV & streaming 10
 TV ads are losing their impact
The number of US
2

% of US consumers who say they typically hear

Gen Z/millennials who about new products or services via the following

discover brands via

TV ads has fallen 9% TV commercials TV shows/films Sponsorship of a TV show

since Q2 2020 41
19
42
19
41
20
40
20
39
19
39
20

10 11 11 11 11 11

Episode two: a new

season for TV ads

Historically, TV ads have always It’s worth noting that baby boomers for brands is that while TV ads are slowly
performed strongly in the US. When are still the only exception here; more losing ground, strategies like sponsor-
search engines became the dominant still discover new products via TV ads ship and product-placement remain
form of product discovery for global above all for the time being. It’s a dif- effective ways to engage with viewers.
consumers in 2017, consumers in the ferent story for all other generations
US bucked the trend. It’s only as of Q4 though. Among Gen Z/millennials, Our data suggests this is already under-
2021 that they’ve lost their top spot TV ads have slipped into fifth, behind way. Between Q2 2020 and Q4 2021,
– to the recommendations of friends channels like social media, search the number who discovered new prod-
or family – putting TV ads a close engines, or online retail sites. ucts via TV commercials fell 5%. While
second here (37% vs 35%). it’s not a dramatic decline, it aligns
Given the way viewing habits are neatly with the direction the landscape
TV ads, at least in the traditional changing, this isn’t too surprising. is heading. Q2 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021

sense, are becoming less effective. Even though online streaming services
Even if the process is slow, this new continue to debate the use of ad-sup- As more consumers ramp up their
development hints at bigger change ported accounts, it’s easier than ever online TV consumption, brands should
down the line. to watch TV ad-free. What this means be prepared to adapt accordingly. GWI USA Q2 - Q4 2021 122,496 US internet users aged 16+

TV & streaming 12
Netflix holds a 3

huge lead, but

less so for paid
accounts Netflix
58
% of Americans who used/paid for the 71
following services in the last month
YouTube*
41
All US users *
15 **
Episode three:
Users who pay
streaming to success
for an account Amazon Prime Video
33 Netflix, as the number one streaming That doesn’t mean consumers have to
79
platform worldwide, remains on top in pick one and stick with it. Since 2011,
Hulu the US too – 58% of consumers here the number of US consumers who paid
30 used the service in the last month, for a movie/TV streaming service has
63 putting it significantly ahead of the grown a whopping 356% (from 9% to
competition. 40%). While there’s room for more than
Disney+
26 one service in consumers’ budget, this
63 Not only this, but it appears the con- could change as the cost of living keeps
tent on offer is worth the price; 71% of rising – prompting people to make a
HBO Max
American Netflix users have a paid- choice about which services to keep.
* includes YouTube/Premium/Kids/TV 22
60 for account, second only to Amazon
** YouTube users who pay for Premium or TV
Prime Video (79%) – likely because All services should offer a wide variety
NBC Peacock a premium account grants access of content to increase their subscrip-
12
to other Amazon services too. Gen Z tion count but also reach across borders
36
tend to be less likely to pay for plat- for foreign content too – something
GWI USA Q4 2021 forms, but this is likely due to their Gen Z are really enthusiastic about.
Apple TV+
12,189 Netflix, 8,367 YouTube (all services), 11 limited spending power for the time Nonetheless, it can’t be overstated just
66
6,899 Amazon Prime Video, 6,248 Hulu, being, and as platforms like Netflix how popular US content still is today; our
5,455 Disney+, 4,509 HBO Max, 2,382
Paramount+
push into gaming, there’s more Zeitgeist research in November revealed
Apple TV+, and 2,220 Paramount+ users 10 incentive to switch to paid subscrip- that US media was the first or second
in the US aged 16+ 61 tions down the line. choice for consumers in 9 markets.

TV & streaming 14
Trend in action

The dark age of

the silver screen
Of all the business casualties during the pan- Moreover, streaming services haven’t stepped up
demic, cinemas and theaters were among the to fill the gap like some might have predicted.
worst hit – between Q1 2020 and Q1 2021, The idea that streaming would kill off cinemas
monthly US cinema attendance fell 32%, had been discussed long before the pandemic,
reaching the lowest figures in the history of but the limited success of films like Disney’s
our research. Mulan or Black Widow on Disney+ didn’t prove
a convincing argument for pushing this format
When Spider-Man: No Way Home became the in the future.
first post-Covid film to reach over $1 billion at
the box office, it sparked debate about whether Down the line, it’s more likely that the two will
the industry could be on the mend. Our data work together; something US consumers are
suggests it’s still a while off, however, with figures more enthusiastic about than others worldwide.
for cinema attendance struggling to regain the Our research reveals more would rather watch
losses made during Covid. upcoming films via streaming – paid (23%) or
for free (20%) – than go to a cinema (15%). What
That doesn’t mean ruling out the potential of matters is the context, however, with 25% saying
cinemas down the line, but there’s still some it depends on the film. The number one positive
Covid-related caution among consumers. Nearly consumers pick out about cinemas is watching
a third in the US say they feel uncomfortable vis- on the big screen, suggesting there’s some ele-
iting cinemas in-person, suggesting there’s more ments of the cinema experience that at-home
these spaces can do to ease consumers’ minds. viewing just can’t compete with.

TV & streaming 16
 Music streaming 4

02 continues to ramp up
Music Average daily time spent on the following in h:mm

and audio Music streaming

- -
Broadcast radio

1:17
Podcasts

1:29 1:34 1:40 1:50

1:20 1:20 1:14 1:14 1:17 1:11 1:09
- - - - - 0:50 0:54

Track one: the

listening landscape

When we first began tracking time Gen Zer spends more time listening
spent on music streaming services to these services every day than they
in 2017, US consumers already spent do watching online TV.
more time listening to them every
day than broadcast radio – a pattern Radio is showing resilience, however.
that hasn’t changed since, with music Daily time spent may be falling, but
streaming growing year-on-year. it still remains the preferred audio
format for baby boomers, and has
Like with TV, many music streaming some stickiness with other genera-
services offer a free version, but that tions too – Gen X and even millennials
hasn’t stopped the number of paid actually spend more time listening to
users from climbing. As of 2021, 3 the radio each day than boomers.
in 10 US consumers pay for a music Radio remains an important source
streaming service – an eye-watering of brand discovery, with 15% of all
2015 2016 2017 2018 2019 2020 2021
344% increase on 2011. For younger consumers being influenced by radio
consumers, a music streaming sub- ads in Q4 2021 – putting them above
scription is something of a must-have. things like OOH advertising, product
Not only do 40% of US Gen Z/millen- comparison sites, and even ads on GWI Core 2015 - 2021 (averages of waves 498,508 US internet users aged 16-64
nials pay for one, but the average music streaming platforms. conducted between Q1 2015-Q4 2021)

Music & audio 18

Track two: driving
streaming sign-ups America’s Top 5 music
streaming services
Music streaming
services by paid users
5

Spotify is the number one music diverse markets like the US, there’s also fastest % of American music streaming
users who use the following services
% of Americans who use the premium
version of the following services
streaming service in the US, leading
against the competition by an impres-
cultural preservation at play. Our
data reveals 39% of Asian, Black, or growing
sive margin. It falls short of Deezer,
however, for converting users to a paid
Hispanic Americans use music to con-
nect with their heritage – rising to 44% music Spotify
43
Deezer
61
account (61% vs 59%). among younger audiences. In time, as
these cultures mix further and move genres Pandora Spotify
Every platform offers deep content
libraries, so they can’t lean on exclu-
across the world, we can expect them
to bring these connections with them. come from 29 59
sive content in the same way as TV
streaming services do, meaning Ultimately, what matters most to con- outside the YouTube Music YouTube Music

country
incentives to sign up often go beyond sumers is how they can control their 23 36
simply removing ads. Recognizing music; 62% say they prefer to listen
this, Spotify struck high-profile part- to their own playlists over playlists the Apple Music SoundCloud
nerships with the likes of Joe Rogan platform builds for them. Spotify’s 22 33
and FC Barcelona in an attempt to ‘blend’ feature builds on this further,
engage with new fans and commu- allowing consumers to create custom Amazon Prime Music Pandora
nities – even NFTs are on the cards. playlists and merge them with close 20 31
contacts for unique, personal listen-
Like with TV, platforms need to take ing. It’s just as important for platforms
note of how foreign artists can attract to empower users to build their own
new sign-ups from younger consum- playlists as it is to guide them to pre-
ers. This is important worldwide but, in made ones. GWI USA Q4 2021 10,091 music streaming service users in the US aged 16+

Music & audio 20

Podcast ads
6

cut through

% of US podcast and music streaming listeners who

discover new products/brands via the following

Ads heard during podcasts Ads heard on music streaming services

Track three:
Podcasting
15 16 18 17 17 18
11 12 14 13 13 14 The average time US consumers spend user profiles are a must for streaming
listening to podcasts every day has services and host sites, if they’re to
grown 4 minutes between 2020 and adapt ad strategies accordingly.
2021. They have a cross-generational
appeal that radio or music streaming And the ad opportunities here are
can’t seem to match; consumers of all promising too. A look at how music
ages now spend more time listening to streaming and podcast listeners
podcasts than they did in 2020, with line up reveals that podcast ads are
Gen Z (+5 minutes) leading the way. seemingly more effective at cutting
through to their audience than for
Genre preference typically lines up those heard when streaming music.
with personal interests, revealing some Hosts might just be the key difference
assumptions about consumers to be here. Not only do they have more con-
true; younger listeners like gaming, trol over which ads make the cut, but
older consumers are more likely to they can cater them to their own style;
listen to history podcasts, and that true something consumers in 8 markets
Q2 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 crime trend you’ve probably heard say they prefer. It gives ads a scripted
about holds up with female Gen Zs. feel, almost like they’re a part of the
But, like music, podcasting is an incred- overall vibe, and therefore less intru-
GWI USA Q2 2020 - Q4 2021 10,091 music streaming service users and 6,007 podcast listeners in the US aged 16+ ibly diverse landscape, meaning robust sive for listeners.

Music & audio 22

03
Gaming
and esports
Key gaming trends not slowing down in the US 7

% of consumers who play games on any device

Rest of world US
Level one: the rise
and rise of gaming
81 85 87 88 87 86 86 84 83
By now it’s no secret that gaming was one Smartphones are the leading way for con-
73 76 82 79 78 77 77 81 84
of the major ‘winners’ of the pandemic, but sumers to play games, but the large variety
there’s been recent signs of decline; after of free-to-play titles means ad-supported
peaking at 88% in Q3 2020, the number content is commonplace – offering a huge
of consumers, outside the US, who play pool of consumers for brands to engage with.
games on any device has been falling
wave-on-wave. But there’s more than just advertising for
brands to take advantage of. In-game pur-
The US, however, is a different story; gaming chases, most of which are cosmetic, give
is on the up. This is really important because brands a means of inserting their real-life
many of the key gaming trends we saw products into the game. While just 14%
throughout this time still hold up in the US of US gamers purchased in-game items
– including the rise of older and female in the last month, the US is actually the
Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021
gamers. Our data suggests the smart- second biggest market for monthly in-game
phone gaming market will benefit the most; purchases worldwide – and this is likely to
at least before gamers decide to make a grow as gaming continues to break new
bigger financial commitment to gaming. ground here. GWI Core Q4 2019 - Q4 2021 483,931 consumers outside the US & 58,808 US consumers aged 16-64

Gaming & esports 24

 The number of US
boomers who game
has grown 20%
since Q4 2019
Level two: gaming
on demand

Gaming and other forms of entertain- internet connection. This is a market

ment have always gone hand-in-hand with huge potential – in 2021, cloud
but as the likes of Netflix push deeper gaming generated an estimated
into the gaming landscape, the two $1.5 billion, with analysts predicting a
are becoming one and the same. $6.3 billion by 2024. While the US isn’t
leading the way for cloud gaming use
We’ve been headed this way for a (10% of gamers used one in the last
while; the number of consumers who month) adoption is slowly ticking up.
pay for physical games is falling in Gaming subscription use, however, is
favor of free-to-play titles and digital the second highest worldwide (18%).
stores. In the last month, 16% of US
gamers purchased a digital game Sony recently re-evaluated its sub-
from one of these stores – the third scription service, PlayStation Network,
highest worldwide. As the landscape compiling aspects of its cloud gaming
becomes more accessible, it gets service (PlayStation Now) into the
easier for consumers to play games bundle. Joined by other services like
without owning a dedicated gaming Microsoft’s Game Pass and Google
device – like a console or gaming Stadia, it’s an indication of how the
PC/laptop. future gaming landscape is taking
shape, with gaming, TV, and even
Enter cloud gaming. Now all you need music potentially harmonized into one
is a device with a screen, and an complete service.

Gaming & esports 26

Digital stores 8

and services
have beaten
physical
gaming 33 36 35 29 29 29 35 37

% of US gamers who did the 19 15 14 14 15 14 15 15

following in the last month 16 14 14 13 14 15 16 18
Played or downloaded a 14 14 13 13 13 14 15 16
free-to-play video game
8 7 6 8 9 10 9 10
Purchased a physical
video game

Used a subscription service such

as XBOX LIVE, PlayStation Plus or
Steama free-to-play video game

Purchased a video game from

an online store/digital platform

Played a game using cloud

gaming platform/streaming
service

GWI Core Q1 2020 - Q4 2021

51,946 US gamers on
any device aged 16-64 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021

Gaming & esports 28

Gaming streams still 9

very much a young

person’s hobby
% of US gamers who did the
following in the last month

Gen Z/millennials Gen X/boomers

Level three:
beyond play
Watched a live
23 8
gaming stream
Playing games is only half of the story; consumers get invested in gaming – browse real-life, art, music, or even
while older US consumers might be and older streamers aren’t unheard ASMR channels. It’s a clear sign
turning to gaming as a new hobby, of – but it’s best to wait for online TV that non-gaming brands can get
their younger counterparts are put- to take off among this demographic involved, crafting effective cam-
ting down the controller, and letting before brands begin curating game paigns, and reaching new audiences
Used/visited Twitch 19 4 someone else provide the entertain- streaming content to these consumers. they couldn’t before.
ment. Nearly a quarter of US Gen
Z/millennial gamers watched a live Esports, while on the up, is still fresh However, brands need to think care-
gaming stream in the last month, with in the US. This hasn’t discouraged fully about who they partner with,
19% tuning in to the streaming ser- brands like Coca-Cola from wading or whether their image is a good fit
Watched an vice Twitch – the same as the number into this territory, but for those – for every campaign a brand gets
esports 9 3 who purchased a physical game in looking to score lucrative oppor- right, there’s a case where one got
tournament
the last month. tunities among US consumers, it’s it wrong. This means keeping an
better to focus on streaming instead. eye on more than simple metrics like
For the time being, watching gaming Like with YouTube or podcast hosts, streamer count, peak viewers, and
live streams or esports is something scores of followers tune in to watch over-time popularity, instead taking
GWI Core Q4 2021
Broadcast a live more prominent among younger US their favorite creators – and not all the time to watch other content, and
2,954 Gen Z/millennial gamers in the stream of your 6 2
US aged 16-38 & 3,719 Gen X/baby audiences than Gen X/baby boom- of it is gaming-related. The Twitch source out the communities that best
gameplay
boomer gamers in the US aged 39-64 ers. That could change as more older homepage encourages viewers to align with a brand’s image.

Gaming & esports 30

 TV splits into three 10

04 % of US consumers who did the

following in the last month

Online and
social video
Gen Z Millennials Gen X Boomers All US consumers

Watch subscription
69 74 70 55 66
services

Now playing: the third TV

US Gen Zs spend more time watching of US Gen Z discovering new products via
Used YouTube 40 39 37 28 35
online TV than they do broadcast, but this ads before online videos – six percentage
isn’t down to streaming services alone. In points behind TV ads (24%).
the last month, 46% say they used any
YouTube service – more than the number Ultimately, video sites need to be taken
who watched live TV, and a clear sign of seriously as forms of TV in their own right,
just how much younger audiences have especially down the line – US kids aged
changed what TV means. 8-15 watch YouTube almost as much as
they watch Netflix (72% vs 73% respec-
Watch live television
Coupled with sites like Twitch, video shar- tively). While some might consider these 37 53 70 85 65
on a TV channel
ing sites are growing more akin to regular services to be more competition in an
streaming services. It’s not all short videos; already crowded space, it’s important to
47% of US Gen Z say they watched 10 see opportunities for cooperation, with
minute+ length videos in the last month. Netflix and Twitch having previously
This offers brands an additional, effective shared content as a means of breaking
space to reach these consumers, with 18% into new audiences. GWI USA Q4 2021 20,844 US consumers aged 16+

Online & social video 32

 The potential of social video 11

% of US users on these social media platforms

who did the following on them in the last month

Facebook users Instagram users TikTok users

Watched a video Watched a video Shared a video with friends

Used Facebook Live Used Instagram Reels Watched a live stream
Used Facebook Watch Used IGTV Uploaded videos

Up next: social video

YouTube and Twitch aren’t the only forms of vibe, and outright repeating TikTok fea-
alternate online TV; social media sites with tures isn’t a surefire way to boost numbers.
video features of their own fit the bill too. LinkedIn, for example, is more concerned
These features are important, and the rise about giving its creators better tools to
of TikTok has shown just how valuable the measure video engagement – given learn- Snapchat users Twitter users LinkedIn users
short-form video format can be for brands ing videos and presentation content is
– TikTok use has grown 50% since Q4 2020 better suited to a longer format.
in the US alone.
There’s also big ramifications for social com- Watched Watched Watched
The message has been made clear to plat- merce, with social media having effectively a video a video a video
forms; video content is in, and changes are modernized the teleshopping format.
coming to address this. Even though shopping isn’t a key reason for
using social media – just 10% of US social
On Facebook, where 42% of US users watch media users say they use these services to
videos, Meta is adding more video sharing find products to purchase – brands are
features to boost Reels – and removing starting to look West. As more platforms
IGTV from Instagram for the same reason. follow the TikTok model, those with market-
At the same time, it’s important to remem- places could be among the first to carve out GWI USA Q4 2021

ber that each platform has a different their place in the live shopping landscape. 14,956 Facebook, 10,963 Instagram, 6,555 Snapchat, 7,272 TikTok, 7,707 Twitter, and 5,391 LinkedIn users in the US aged 16+

Online & social video 34

Trend in action Consumers have high hopes of 12

what they’ll do in the metaverse

% of US metaverse-potentials who are
interested in doing the following in it

The metaverse Just generally explore

Watch TV/films
50

45
Play games
43
Watch live events (e.g. concerts)
43
Meet up with friends/family
41
Browse products
41
We don’t technically have a working metaverse true metaverse, users will be able to accomplish
Shop for products
yet, but already brands and consumers alike have these actions simultaneously, integrating social-
36
huge expectations of what it will accomplish. In izing, gaming, shopping, and entertainment into
the US, 43% of those interested in taking part one complete package – the opportunities for Meet new people
are keen to play games or watch live events. Half brands here are plentiful. 33
just want to explore what the space has to offer. Do exercise/work out
For many, the best place to begin is with content 29
This shows just how varied the concept can creators. In November, over a third of US con- Hold meetings (work, study, etc.)
be; consumers essentially intend to do a lot of sumers said they were interested in the metaverse 17
the things they already do in a more interactive because it will make content creation easier – Make investments
space. In many ways, we’ve been getting ready particularly at a time where gaming’s ties to 13
for the metaverse without even knowing it. US the creator economy continue to strengthen.
consumers already prefer shopping online than It’s time to stake out partnerships now. The more
in-store, 26% attend weekly video calls, and while brands can align themselves with existing crea-
VR use is rare, the number who play games with tors, and the online communities they’re part of, GWI Zeitgeist March 2022

this device has grown 71% since Q2 2020. In a the more likely they are to find success. 671 US consumers interested in participating in a metaverse aged 16-64

Online & social video 36

America’s
changing - fast.
How consumers think, behave, see
themselves and the world around them
is changing too.
Diversity matters
to me

Explore GWI USA

I worry about
national debt

38
Appendix

On an average day, how 5 Which of these services have • In the last month, which
1
long do you spend watching you used in the last month? of these services have you
television? • On an average • Do you use the premium/ used to watch/download
day, how long do you spend paid-for version of any of TV shows, films or videos
watching online television/ these services? (Twitch)
streaming?
6 How do you typically hear 10 Which of these services have
How do you typically hear about new products or you used in the last month?
2
about new products or services? • How often do you do the
services? following?
7 Which of these devices do
3 Which of these services have you use to play games? (Any 11 What have you done on
you used in the last month? • device) Facebook, Instagram,
Which of these subscriptions Snapchat, TikTok, Twitter,
do you pay for yourself? 8
Thinking about gaming, and LinkedIn in the last
which of these things have month?
4 On an average day, how long you done?
do you spend listening to the 12 Thinking about the
radio • on music stream- 9 Thinking about gaming, metaverse, which of the
ing services? • listening to which of these things have following would you be inter-
podcasts? you done? (In the last month) ested in doing?

40
Notes on
Appendix
methodology

Introduction of industry-leading panel of 16-24s, 25-34s, 35-44s, Mobile survey GWI’s Core survey via PC/ Internet penetra- Where a market has a
providers. Each respondent 45-54s and 55-64s, and of respondents laptop/tablet. For more tion rates across medium to low inter-
All figures in this report are who takes a GWI survey is people with secondary vs details on our methodology GWI’s markets net penetration, its online
drawn from GWI’s online assigned a unique and per- tertiary education. From Q1 2017 on, GWI has for mobile surveys and the population can be very dif-
research among internet sistent identifier regardless of offered our Core survey on questions asked to mobile Because internet pen- ferent to its total population;
users aged 16-64. Please the site/panel to which they To do this, we conduct mobile. This allows us to respondents, please down- etration rates can vary broadly speaking, the lower
note that we only interview belong and no respondent research across a range of survey internet users who load this document. significantly between coun- the country’s overall internet
respondents aged 16-64 and can participate in our survey international and national prefer using a mobile or tries (from a high of 90%+ in penetration rate, the more
our figures are representa- more than once a year (with sources, including the World are mobile-only (who use a parts of Europe and North likely it is that its internet
tive of the online populations the exception of internet users Bank, the ITU, the International mobile to get online but do Internet penetra- America to lows of around users will be young, urban,
of each market, not its total in Egypt, Saudi Arabia and Labour Organization, the CIA not use or own any other tion rates: GWI 20% in parts of APAC), the affluent and educated.
population. the UAE, where respondents Factbook, Eurostat, the US device). Mobile respondents versus ITU figures nature of our samples is In some Middle Eastern,
are allowed to complete the Bureau of Labor Statistics complete a shorter version impacted accordingly. African and Asian coun-
survey at 6-month intervals). as well as a range of national of our Core survey, answer- As GWI’s Core Research is tries (e.g. India, Indonesia),
Our research statistics sources, government ing 50 questions, all carefully conducted among 16-64 Where a market has a high we would also expect a gen-
departments and other cred- adapted to be compatible year-olds, we supplement the internet penetration rate, der-based skew towards
Each year, GWI interviews Our quotas ible and robust third-party with mobile screens. internet penetration forecasts its online population will be males. Generally, younger
over 700,000 internet users sources. for a country’s total popula- relatively similar to its total internet users are more
aged 16-64 across 47 mar- To ensure that our research Please note that the sample tion (reproduced right) with population and hence we active and engaged with a
kets. Respondents complete is reflective of the online This research is also used to sizes presented in the charts internet penetration fore- will see good representa- lot of the behaviors and ser-
an online questionnaire that population in each market, calculate the “weight” of each throughout this report may casts for 16-64s specifically. tion across all age, gender vices tracked by GWI, which
asks them a wide range of we set appropriate quotas respondent; that is, approxi- differ as some will include Forecasts for 16-64s will be and education breaks. This means % scores will typically
questions about their lives, on age, gender and edu- mately how many people (of both mobile and PC/ higher than our forecasts for is typically the case in North be higher in low-to-medi-
lifestyles and digital behaviors. cation – meaning that we the same gender, age and laptop/tablet respondents total population, since 16-64s America, much of Europe um-penetration markets.
We source these respondents interview representative educational attainment) are and others will include only are the most likely age groups and places in APAC such as
in partnership with a number numbers of men vs women, represented by their responses. respondents who completed to be using the internet. Japan and Australia.

42
Get in
touch

TOM MORRIS CHASE BUCKLE

SENIOR TRENDS ANALYST VP, TRENDS
tmorris@gwi.com chase@gwi.com
© GWI 2022