麦肯锡（McKinsey）：2025“注意力方程式”：消费者注意力抢夺之战研究报告（英文版）（40页）.pdf

1、 The attention equation Winning the right battles for consumer attentionCopyright 2025 McKinsey&Company.All rights reserved.No part of this publication may be copied or redistributed in any form without the prior written consent of McKinsey&Company.Introduction 2The distracted state of consumer atte

2、ntion 4The missing piece of the attention equation 8Attention-driven customer segments:The three most valuable types of consumers 12Super attention versus super users:Driving media spend 16How attention drives performance in streaming platforms 18Key considerations for media stakeholders 20Building

3、a future on attention 22Authors and acknowledgments 23Appendix 25 The media industry has long focused on the quantity of consumer attention rather than the quality.As audience distraction and fragmentation grow,understanding attentions true value is critical to success.Contents1 Unless otherwise not

4、ed,all data in this report come from this survey.Anyone who has spent too much of an evening trying to choose between entertainment options or ping-ponging back and forth between their TV screen and their phone while attempting to watch a new show or movie knows how many different forms of media are

5、 fighting for their attention.Media businesses,creators,marketers,and brands have tracked this high-stakes competition for consumer attention but often equate it to a contest for consumption,comparing box scores of hours watched or eyeballs reached.This focus on the quantity of time spentor the size

6、 of audienceoverlooks a more important issue:the quality of time spent.Not all consumer attention is created equal.Consumption and monetization vary widely across 20 major mediums in the attention economy,and differing levels of attention are a key reason for that variability.New McKinsey research s