德国视频直播网站dailymotion games用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSVideo

live

streaming

services:Dailymotion

Games

followers

inGermanyConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofDailymotion

Games

followers

inGermany:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

Dailymotion

Games

followers

in

Germany(’’brandusers’’)

againstGerman

videolive

streamingsiteusers

ingeneral

(’’category

users’’),

andtheoverallGerman

onliner,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

September

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsDailymotion

Games

ranks

sixth

among

video

live

streaming

services

in

GermanyManagement

summary:

brandusageand

competitionTop10

most

used

videolivestreamingservicesinGermanyYouTube

LiveTwitch60%36%36%Facebook

LiveSteamTV15%Bigo

Live11%10%10%Dailymotion

GamesDLiveCaffeine8%8%8%Vimeo

LivestreamBeyond

LIVE4Notes:"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=1528,

video

live

streaming

site

usersConsumer

Insights

Global

as

of

September

2023Sources:Dailymotion

Games

followers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsDailymotion

Games

ismore

popularamong

Millennials

thanother

video

livestreaming

services.Success

and

career

advancement

arerelatively

important

to

DailymotionGames

followers.Itstands

out

that40%

ofDailymotionGames

followers

boughtproductsbecause

celebrities

or

influencersadvertised

them.Dailymotion

Games

followers

access

theinternet

viaastreaming

device

moreoften

than

theaverage

video

livestreaming

siteuser.Similartoother

videolive

streamingservices,

Dailymotion

Games

hasahighshareof

male

followers.Science

andtechnology

are

relativelyprevalent

interests

of

DailymotionGames

followers.56%

ofDailymotion

Games

followersareintheearly

majority

of

innovationadoptertypes.Onsocial

media,

Dailymotion

Gamesfollowers

interact

with

companies

moreoften

than

other

video

livestreamingsiteusers.Dailymotion

Games

has

alarger

shareof

followers

with

ahigh

income

thanother

video

livestreaming

services.Dailymotion

Games

followers

aremorelikely

to

haveboard

or

card

gamesas

ahobbythan

other

video

livestreamingsiteusers.Arelatively

highshare

ofDailymotionGames

followers

think

thatreligiousconflictsareissues

thatneed

to

beaddressed.Dailymotion

Games

followersremember

seeing

adsinvideo

portalsless

often

thanother

videolivestreaming

siteusers.Dailymotion

Games

followers

aremorelikely

to

liveincities

withover

1millioninhabitants

than

video

livestreamingsiteusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Dailymotion

Games

is

more

popular

among

Millennials

than

other

video

livestreaming

servicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users23%24%61%15%1%Category

usersAllrespondents42%27%7%18%34%34%14%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;Base:

n=153,

Dailymotion

Gamesfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Similar

to

other

video

live

streaming

services,

Dailymotion

Games

has

a

highshare

of

male

followersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users60%40%Category

usersAllrespondents56%44%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";

Multi

Pick;Base:n=153,

Dailymotion

Gamesfollowers,

n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Dailymotion

Games

followers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany31%26%25%23%23%22%22%21%18%16%12%13%12%11%10%7%2%

2%1%1%

1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=153,

Dailymotion

Gamesfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Sources:Dailymotion

Games

has

a

larger

share

of

followers

with

a

high

income

thanother

video

live

streaming

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users53%23%24%Category

usersAllrespondents37%30%33%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

towatch

video

livestreams?";Multi

Pick;Base:n=153,

Dailymotion

Gamesfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

video

live

streaming

site

users,

Dailymotion

Games

followersare

relatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live46%30%29%26%24%23%22%16%12%10%10%9%9%7%

7%5%4%3%3%2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";MultiPick;Base:n=153,

Dailymotion

Gamesfollowers,

n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Dailymotion

Games

followers

are

more

likely

to

live

in

cities

with

over

1

millioninhabitants

than

video

live

streaming

site

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany35%29%26%26%24%22%21%20%18%16%16%16%12%12%5%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

websites

orapps

have

youused

in

the

past12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=153,

Dailymotion

Gamesfollowers,n=1528,

video

livestreaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

202312%

of

Dailymotion

Games

followers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users12%84%4%Category

usersAllrespondents10%83%8%7%84%9%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=153,

Dailymotion

Gamesfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Dailymotion

GamesfollowersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%48%42%42%32%36%39%35%38%36%36%36%33%33%31%29%27%30%28%29%28%28%22%20%20%20%15%12%11%10%Making

myown

decisionsSafety

andsecurityTobesuccessfulAhappyrelationshipLearningnew

thingsAnhonest

andrespectable

lifeHavingagood

timeAdvancingmy

careerSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=153,

Dailymotion

Gamesfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Science

and

technology

are

relatively

prevalent

interests

of

Dailymotion

GamesfollowersConsumer

lifestyle:

main

interestsTop10

interestsofDailymotion

Gamesfollowers

inGermany50%49%43%43%42%42%42%40%39%37%37%36%35%30%35%32%29%33%31%32%32%30%31%29%29%29%28%28%27%24%Health

&fitnessScience

&technologyMovies,TVshows&musicSportsFood

&diningFinance&economyTravelHistoryVehicles

&mobilityCareer

&educationBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=153,

Dailymotion

Gamesfollowers,n=1528,

videolive

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Dailymotion

Games

followers

are

more

likely

to

have

board

or

card

gamesas

ahobby

than

other

video

live

streaming

site

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofDailymotion

Gamesfollowers

inGermany48%47%44%42%

42%41%40%40%39%38%37%38%37%36%36%32%30%34%33%32%32%31%29%29%29%28%23%23%21%17%OutdooractivitiesSocializingDoing

sportsandfitnessTravelingTech

/computersCooking/bakingPetsReadingBoard

games/cardgamesCars/vehiclesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=153,

Dailymotion

Gamesfollowers,

n=1528,

videolive

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Dailymotion

Games

followers

are

more

likely

to

play

basketball

than

other

videolive

streaming

site

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofDailymotion

Games

followers

inGermany24%22%20%19%20%18%18%18%18%18%18%17%17%15%14%14%14%14%13%13%12%11%9%9%9%9%6%5%5%3%CyclingFitness,aerobics,cardioBadmintonBasketballRunning/JoggingSwimming/DivingHikingHunting/FishingSoccerDancingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=76,

Dailymotion

Gamesfollowers,n=839,

video

live

streaming

site

users,n=17984,

all

respondentsConsumer

Insights

Global

as

of

September

2023Dailymotion

Games

followers

are

more

likely

to

follow

field

hockey

than

othervideo

live

streaming

site

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byDailymotion

Games

followers

inGermany26%24%19%17%15%12%11%11%11%10%10%10%10%9%8%8%8%7%7%6%6%6%5%4%4%4%3%2%2%1%SoccerBasketballBoxingCyclingAmericanfootballAthletics(track&

field)BaseballSwimming/divingField

hockeyMixedMartial

ArtsBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=53,

Dailymotion

Gamesfollowers,n=590,

video

live

streaming

site

users,n=11368,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineadvertising•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

40%

of

Dailymotion

Games

followers

bought

productsbecause

celebrities

or

influencers

advertised

themConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainGermany45%41%40%40%32%29%25%25%23%

23%20%20%19%12%8%Idon’tmindadvertising

ifIgetfree

content

inreturnIhaveboughtproductsbecause

celebrities

orinfluencers

advertisedthemIdon’tmind

whencompanies

usemy

personal

dataforadvertisingIuseadblockers

whenbrowsing

theinternetIoften

havedifficultydistinguishingadvertising

from

contentBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=153,

Dailymotion

Gamesfollowers,n=1528,

video

livestreaming

site

users,n=5994,

all

respondentsConsumer

Insights

Global

as

of

September

202356%

of

Dailymotion

Games

followers

are

in

the

early

majority

of

innovationadopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany56%47%37%37%25%18%16%14%14%12%10%9%3%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

websites

orapps

have

you

used

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=153,

DailymotionGamesfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Dailymotion

Games

followers

think

that

religiousconflicts

are

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Dailymotion

Games

followers56%48%39%39%34%32%37%37%36%36%35%34%34%35%33%30%

30%28%27%22%24%24%24%22%22%22%22%21%14%11%EnvironmentRising

prices

Climatechange

Immigration/inflation/CivilrightsHealth

andsocial

securityCrimeHousingEconomicsituationReligiousconflictscost

of

livingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=153,

Dailymotion

Gamesfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

video

live

streaming

site

users,

Dailymotion

Games

followerstend

to

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users18%35%41%7%Category

usersAllrespondents22%44%43%21%13%22%17%18%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

websites

orapps

have

youused

inthe

past

12

months

towatch

video

livestreams?";Multi

Pick;Base:n=153,

Dailymotion

Gamesfollowers,

n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsDailymotion

Games

followers

access

the

internet

via

a

streaming

device

moreoften

than

the

average

video

live

streaming

site

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet92%91%85%68%67%65%

65%63%61%59%58%57%55%54%52%51%50%44%43%41%35%33%33%33%27%26%24%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersGaming

consoleCategory

usersTabletSmartwatchStreaming

device

Smart

speakersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=153,

Dailymotion

Gamesfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023On

social

media,

Dailymotion

Games

followers

interact

with

companies

moreoften

than

other

video

live

streaming

site

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype54%

54%48%48%47%43%43%42%41%41%41%40%39%39%37%37%36%36%

32%30%36%34%27%33%29%19%22%16%18%11%12%7%8%2%

2%1%Postedpictures/videosFollowedpeopleCommentedon

postsSharedpostsbyother

usersLiked

posts

SentprivateLikedcompanypostsPosted

texts/statusFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessagesupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

websites

orapps

have

you

used

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;

Base:

n=153,

Dailymotion

Gamesfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Dailymotion

Games

followers

tend

to

go

to

the

movies

more

often

than

videolive

streaming

site

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks79%76%74%65%71%67%67%64%58%61%59%55%47%53%52%49%38%46%

46%42%40%28%40%30%37%36%

36%36%29%33%22%

18%18%DigitalvideocontentTVDigitalmusiccontentMovies

/cinemaRadioDailynewspapersPodcastsMagazinesOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

websites

orapps

have

youused

in

the

past12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=153,

Dailymotion

Gamesfollowers,n=1528,

video

live

streaming

site

users,n=17900,

all

respondentsConsumer

Insights

Global

as

of

September

2023Dailymotion

Games

followers

remember

seeing

ads

in

video

portals

less

oftenthan

other

video

live

streaming

site

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereDailymotion

Gamesfollowers

inGermany

havecome

across

digitaladvertisinginthepast4weeks51%48%43%42%42%41%39%39%40%39%38%36%35%34%33%33%33%28%28%27%26%26%24%23%22%21%19%16%16%12%Search

engines

Social

media

Video

streaming

Video

gamesservicesVideo

portalsOnlinestoresEditorialwebsitesandappsMusicportalsWebsitesandappsof

brandsBlogs/forumsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;

Base:

n=153,

Dailymotion

Gamesfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

202346%

of

Dailymotion

Games

followers

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks46%42%42%40%40%39%38%38%38%38%37%36%36%35%27%

26%34%32%29%27%26%26%22%14%OnTVOntheradioInprinteddailynewspapersAtthemovies/cinemaInprintedmagazinesandjournalsDirectly

inthestoreOnadvertising

By

mailshot

/spacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;