1、September 2023Dentsu Consumer Navigator:Entertainment 2023|Navigator|Navigatordentsu Consumer Navigator Entertainment 2023About this studyThe survey was conducted by dentsu via Toluna,an online research panel.Administered on September 13th,2023.Distributed among a random sample of 1,000 U.S.responde

2、nts 18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers).Contents0101Top Consumer Insights02Consumers Entertainment Habits03Diving Into Streaming vs.Traditional TV04Connecting wit

3、h Entertainment Fans05Closing Thoughtsdentsu Consumer Navigator Entertainment 2023Young Americans classify themselves as entertainment super fans.Around 15%of Americans consider themselves super fans.Black respondents,men,Millennials and Gen Zers are most likely to consider themselves super fans.Sup

4、er fans prefer horror,manga/anime and comic entertainment genres.More broadly,half of Americans view specific entertainment properties and personalities as part of their identity.Despite fewer classifying themselves“super fans,”53%of consumers do view specific entertainment properties and personalit

5、ies as part of their identities and another 54%make an effort to share their passion for their favorite entertainment franchises with others.TV continues to be a cornerstone of entertainment culture;with streaming the gatekeeper.Television continues to hold a prominent place in the weekly routines o

6、f consumers.And most are accessing TV content through streaming services.61%of respondents say they use paid streaming services and 53%use free services,compared to 45%who use cable.01dentsu Consumer Navigator Entertainment 2023TV viewing behavior is shifting from binge-watching to episodic viewing.