Use the "read on" button below to immerse into each chapter of the report.
As Smart TVs become the norm, and prices for technologies like virtual reality devices continue to drop and become more accessible, trends across consumers seeking entertainment at home are changing. Audiences can more easily access different media channels, across a variety of devices.
In this report, we explore how people across markets and demographics engage with media and technology, including TV and streaming, audio like podcasts and music, gaming and virtual reality. We uncover ways different media types are consumed, how device preferences vary by medium and what audiences really think about ads and password sharing.
Using responses from more than 10,000 online respondents from Kantar Profiles’ Respondent Hub across ten global markets (including Australia, Brazil, China, France, Germany, South Africa, South Korea, Spain, UK and US), this study sets out to explore how global audiences consume different types of media at home.
Explore our findings here on:
TV Streaming
Audio
Gaming
Augmented Reality and Virtual Reality
As the leading expert in data collection best practices, we expanded this research to include two paths for several questions. This research-on-research experiment was conducted to test the impact on responses of different question techniques and the level of survey engagement across different panel sources.
Empathetic survey techniques were used including honesty priming and embedded excuses as well as those which help reduce the cognitive load placed on respondents (e.g. logical groupings, deconstructed lists, tactical visuals).
10,000 (1,000 per market) respondents participated in the empathetic survey. 1500 additional (500 per market: UK, USA, India) respondents participated in our test survey; a survey designed with more traditional question techniques.
The findings in this report are based on the empathetic survey results. Throughout the report, you will notice call outs to the differences between the optimised empathetic survey and the basic survey questions, and recommendations for implementing these best practices into your research initiatives.
This research was conducted online with more than 10,000 respondents sourced from Kantar Profiles’ Respondent Hub across 10 global markets: US (1,000), Brazil (1,000), UK (1,000), Germany (1,000), France (1,000), China (1,001), India (1,000), Australia (1,001), South Korea (1,002) and South Africa (1,000).
All interviews were conducted as online self-completion between 23 May and 7 June 2024 and collected based on local census age and gender distributions by country.
Gen-Z was identified as ages 18-24, Millennials ages 25-39, Gen-X ages 40-55, and Boomers ages 56-75.
