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Interactive
14 April 2023



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2023 DIGITAL MEDIA TRENDS

A TAPESTRY OF ENTERTAINMENT, COMMUNITY, AND MEANING

Explore


2023 DIGITAL MEDIA TRENDS



READ THE REPORT


2023 DIGITAL MEDIA TRENDS


DELOITTE’S 2023 DIGITAL MEDIA TRENDS REPORT REVEALS HOW THE BLENDED REALITIES OF
YOUNGER GENERATIONS ARE TRANSFORMING THE MEDIA AND ENTERTAINMENT (M&E)
LANDSCAPE. PEOPLE SEEK MORE CONNECTION, IMMERSION, AND VALUE FROM THEIR DIGITAL
MEDIA ACTIVITIES. WHAT ARE THE IMPLICATIONS FOR M&E COMPANIES?

EXPLORE KEY FINDINGS FROM THE 2023 DIGITAL MEDIA TRENDS REPORT

TABLE OF CONTENTS Gen Zs and Millennials find meaning and connection online Amid
economic uncertainty, consumers zero in on value Creators on social media foster
engagement—and trust MEET INDUSTRY LEADERS MORE INSIGHTS

Table of Contents

TABLE OF CONTENTS Gen Zs and Millennials find meaning and connection online Amid
economic uncertainty, consumers zero in on value Creators on social media foster
engagement—and trust MEET INDUSTRY LEADERS MORE INSIGHTS

Subscribe


GEN ZS AND MILLENNIALS FIND MEANING AND CONNECTION ONLINE

For many people, digital media is not just for entertainment. It can also offer
utility, foster community, and support emotional needs. Our survey shows younger
generations gravitate toward more interactive and social experiences: places and
spaces where they can escape into other worlds, find community, share what—and
who—inspires them, cocreate adventures, and bring their friends along for the
ride.

--------------------------------------------------------------------------------


FOR MANY, ONLINE EXPERIENCES BECOME A PART OF LIFE'S TAPESTRY

Consumers weave together digital media experiences

As online entertainment experiences become more interwoven, one activity feeds
into another. Discovery has become a key part of consumers’ digital media
journeys. Led by Gen Z (1997–2009) and Millennial (1983–1996) behaviors, more
and more people use social media and gaming as gateways to other content and
experiences.



CHARTICLE 2 MIN READ


FOR MANY, ONLINE EXPERIENCES BECOME A PART OF LIFE'S TAPESTRY

Consumers weave together digital media experiences

As online entertainment experiences become more interwoven, one activity feeds
into another. Discovery has become a key part of consumers’ digital media
journeys. Led by Gen Z (1997–2009) and Millennial (1983–1996) behaviors, more
and more people use social media and gaming as gateways to other content and
experiences.



CHARTICLE 2 MIN READ


THE GAMING COMMUNITY IS NUANCED, COMPLEX, AND EXPANSIVE

What makes someone a “committed gamer”?

We’ve categorized people who play video games into two types: “casual gamers” or
“committed gamers.” Casual gamers play less than five hours a week, typically on
their phones or tablets. Committed gamers play more than six hours a week and
gravitate toward more immersive games more often played on gaming consoles and
computers. Men and boys still make up the majority of committed gamers, but at
38%, many women and girl gamers now fall into this category. Across genders,
people report meeting their social and emotional needs with video games.



CHARTICLE 2 MIN READ


TOTAL IMMERSION: LET'S TALK ABOUT WHY GAMING IS SO ENGAGING

Hear how US consumers are finding challenge, connection, and escape in their
favorite games

VIDEO 1 MIN WATCH


TOTAL IMMERSION: LET'S TALK ABOUT WHY GAMING IS SO ENGAGING

Hear how US consumers are finding challenge, connection, and escape in their
favorite games




VIDEO 1 MIN WATCH


AMID ECONOMIC UNCERTAINTY, CONSUMERS ZERO IN ON VALUE

As digital media behaviors evolve, streaming video providers may face more
challenges. Watching TV shows or movies at home remains dominant for Gen X and
older respondents, but across generations, there are frustrations around
mounting costs. People are reevaluating what they’re getting for their time and
money—and adjusting accordingly.

--------------------------------------------------------------------------------


THE BIG DIVIDE: AGE PLAYS A HUGE ROLE IN DIGITAL MEDIA PREFERENCES

Entertainment activities consumers enjoy most

Watching TV shows and movies remains the most enjoyed entertainment activity
among Gen X and older (41+) people surveyed. But then, preferences
change—significantly. Gen Z and Millennial respondents don’t have a No. 1,
“go-to” entertainment activity they enjoy; they have several. They enjoy playing
video games and watching user-generated content, both of which can deliver a
blend of experiences and a diversity of content, from competition and
collaboration and grand adventures to music and shopping and personalized
content that can whirl up into viral moments.



CHARTICLE 2 MIN READ


THE BIG DIVIDE: AGE PLAYS A HUGE ROLE IN DIGITAL MEDIA PREFERENCES

Entertainment activities consumers enjoy most

Watching TV shows and movies remains the most enjoyed entertainment activity
among Gen X and older (41+) people surveyed. But then, preferences
change—significantly. Gen Z and Millennial respondents don’t have a No. 1,
“go-to” entertainment activity they enjoy; they have several. They enjoy playing
video games and watching user-generated content, both of which can deliver a
blend of experiences and a diversity of content, from competition and
collaboration and grand adventures to music and shopping and personalized
content that can whirl up into viral moments.



CHARTICLE 2 MIN READ


ONCE STREAMING VIDEO ON DEMAND (SVOD)’S BIGGEST FANS, MILLENNIALS ARE FRUSTRATED
WITH SUBSCRIPTIONS AND DRIVING CHURN

How Millennials may shake things up in 2023

As Millennials mature—the oldest are turning 40 this year—their behaviors seem
to be shifting. Though early adopters of SVOD services, Millennials surveyed
continue to show signs of subscription fatigue and cost-consciousness. At an
average of US$54 per month, they spend the most on all their streaming video
subscriptions of any generation, but our survey shows they’re also the most
likely to churn through SVOD services. This year’s survey shows Millennials are
looking more closely at what they’re getting for their money: They’re seeking
entertainment options that come with lower costs and higher value propositions.



CHARTICLE 2 MIN READ


TIME WELL SPENT: LET’S TALK ABOUT THE VALUE OF ENTERTAINMENT ACTIVITIES

Hear how US consumers are balancing the costs and benefits of their favorite
forms

VIDEO 1 MIN WATCH


TIME WELL SPENT: LET’S TALK ABOUT THE VALUE OF ENTERTAINMENT ACTIVITIES

Hear how US consumers are balancing the costs and benefits of their favorite
forms




VIDEO 1 MIN WATCH


CREATORS ON SOCIAL MEDIA FOSTER ENGAGEMENT—AND TRUST

Leveraging social media—and especially social media content creators—is another
important part of the media puzzle for many people. Creators and influencers can
establish and build trust, grow communities, and drive awareness and excitement
for brands, products, and content. These trends may have big implications for
the future of advertising.

--------------------------------------------------------------------------------


ONLINE CONTENT CREATORS ENGENDER BRAND TRUST AND INFLUENCE BUYING BEHAVIORS

The impact of influencers

Younger respondents are most likely to trust and rely on UGC and content
creators to inform their purchasing decisions. Creators have influence beyond a
single purchase: They have the power to grow communities, drive awareness for a
brand or product, and establish and build trust. This is especially true among
Gen Zs and Millennials, who feel most connected to and influenced by their
favorite creators.



CHARTICLE 2 MIN READ


CURATING AND CONNECTING: LET’S TALK ABOUT CONTENT CREATORS

They’re all the buzz, but how are they driving awareness for products, building
online communities, and fostering trust?

VIDEO 1 MIN WATCH


CURATING AND CONNECTING: LET’S TALK ABOUT CONTENT CREATORS

They’re all the buzz, but how are they driving awareness for products, building
online communities, and fostering trust?




VIDEO 1 MIN WATCH


DIG DEEPER INTO THE FINDINGS

The 17th edition of the Digital Media Trends Survey was conducted by Deloitte’s
Technology, Media & Telecommunications practice and fielded by an independent
research firm. The online survey of 2,020 US consumers was conducted in November
2022. All data is weighted back to the most recent census to give a
representative view of what US consumers are doing. Take a deep dive into the
findings and read or listen to the report.

READ THE REPORT LISTEN TO THE REPORT


CONTINUE THE CONVERSATION

MEET THE INDUSTRY LEADERS

Kevin Westcott

Vice chair

US Technology, Media, and Telecommunications (TMT) industry leader

Deloitte LLP

Jeff Loucks

Executive director

Deloitte Center for Technology, Media & Telecommunications

Deloitte LLP

Jana Arbanas

Vice chair

US Telecom, Media & Entertainment (TM&E) sector leader

Deloitte LLP


MORE INSIGHTS

DISCOVER THE DELOITTE CENTER FOR TECHNOLOGY, MEDIA & TELECOMMUNICATIONS

Deloitte's Center for Technology, Media & Telecommunications (TMT) conducts
research and develops insights to help business leaders see their options more
clearly. Beneath the surface of new technologies and trends, the TMT Center's
research can help executives simplify complex business issues and frame smart
questions. The TMT Center can help executives better discern risk and reward,
capture opportunities, and solve tough challenges amid the rapidly evolving TMT
landscape.

Connect with us


CONNECTIVITY AND MOBILE TRENDS

CONNECTED CONSUMERS ARE REDEFINING THEIR DIGITAL LIVES

Read the insights


TMT PREDICTIONS 2023

WHAT’S NEXT IN TECHNOLOGY, MEDIA, AND TELECOMMUNICATIONS

Access insights on TMT


CREATOR ECONOMY IN 3D

LEARN HOW CONTENT CREATORS MAXIMIZE OPPORTUNITIES BETWEEN PLATFORMS AND BRANDS

Explore the insights

BACK TO 2023 DIGITAL MEDIA TRENDS

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