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American consumers are big video, content streaming fans

Retailers aiming to engage consumers may want to consider the use of video and streaming content as 70 percent of consumers binge watch TV.

April 6, 2016

Retailers aiming to engage and entice consumers may seriously want to consider the use of video and streaming content as 70 percent of U.S. consumers binge watch television programming.

A new Deloitte report revealed nearly half of Americans subscribe to streaming media services, the highest figure in the research firm's survey history.

"The on-the-go, always-connected consumer is driving cultural changes in content consumption that fundamentally impact how companies connect with and engage consumers," said Kevin Westcott, principal and US Media and Entertainment Consulting leader, Deloitte Consulting LLP. "These behavioral changes combined with the shift toward mobile-based consumer experiences are disrupting traditional business models — while at the same time paving the way for newer opportunities for technology, media, and entertainment companies to adapt and evolve."

Nearly half, 46 percent, subscribe to streaming video services and millennials spend more time streaming video content than watching live television. More than half of millennials surveyed said they value interactions with friends via social media as much as time spent in-person.

"The proliferation of online content shows no signs of slowing down and the consumer appetite to consume content is equally voracious," said Gerald Belson, vice chairman and U.S. media and entertainment sector leader, Deloitte Consulting LLP. "The survey data indicates that consumers are more willing than ever to invest in services to watch whenever, wherever, and on whatever device they choose."