MAGNA：从开机到关机 From‘Power On’to‘Power Off’Understanding the Streaming TV Experience

From‘PowerOn’

to‘PowerOff’

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Thestreamers’journeyto

contentismulti-faceted

WhatdoIneedto

catchupon?

Isanyshowleavingthestreaming

platform?

Isthereanynew

showout?

WhatamIinthemoodtowatch?

Whatsubscriptions

doIneed?

Whataremy

friendswatching?

WheredoIgoto

findit?

What’spopular?

2

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RESEARCHOBJECTIVES

ProfileStreamingTV

journeystounderstand...

•Moodandmotivations

•Contentnavigation

•Adreceptivity

+ROKU

3

Methodology:StreamingTVDiaries

RecruitedStreamingTVViewers

Evenlyrecruitedweekend

andweekdaytoensure

representativeness

Group#

Group#

Group#

Qualifiers

MusthavewatchedStreamingTVinthepast24hours

Ages18+

MediaConsumptionLog

Exploredstreamers'moods,

motivations,andpathwaysto

StreamingTVcontentthroughan

onlinediary

AdReceptivity&Feedback

Collectedresponseson

opennesstoandperceptionsof

StreamingTVads

SurveyofferedinEnglishandSpanish

N=2,568

4

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The‘PowerOn’

Mindset

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StreamerssitdowninfrontoftheTVinagoodmood,

#1

Motivatorfor

watching

StreamingTVistobe

entertained.

73%

Begintheir

streaming

journeyina

positivemood.

readytobeentertained

Relaxed

34%

Calm

15%

Happy

13%

Excited

6%

Curious

3%

Nostalgic

2%

Tired

12%

Bored

8%

Stressed

4%

Anxious

3%

Upset

1%

Totalaudience,n=2568

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6

Q:Thinkbacktobeforeyoustartedyoursession.Whatwasyourgeneralmoodatthetime?–selectoneQ:Whichofthefollowingbestdescribeswhyyouchosethecontentyouwatched?–selectone

Apositiveaudiencemeansareceptiveaudience

35%

54%↑

Adreceptivitybymood

%Veryorsomewhatopen

PositiveMoodNegativeMood

ThemajorityofviewerstuningintoStreamingTVdosowithapositivemindset,givingadvertiserstheimmediateadvantageofanaudienceopentotheirmessaging

Moodwhilewatching

%Selected

73%

startedjourney

inapositivemood

Totalaudience,n=2568;Positivemoodn=860;Negativemoodn=290

Q:Thinkbacktobeforeyoustartedyoursession.Whatwasyourgeneralmoodatthetime?–selectone

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7

Q:Howopenwereyoutoseeingadsduringyoursession?–selectone↑:Significantdifferentbetweengroupsat>=90%confidence

Positive:Happy,Calm,Relaxed,Excited,Curious,Nostalgic;Negative:Tired,Bored,Anxious,Stressed,Upset

Positivemoodalsopays

offwithstrongeradresonance

Responsetoadsbymood

%Veryorsomewhatagree

PositiveMood

NegativeMood

50%↑

37%

44%↑

30%

Theadswereattentiongrabbing

Theadswereenjoyable

Positivemoodn=860;Negativemoodn=290

Q:Overall,howmuchdoyouagreeordisagreewiththefollowingstatementsabouttheadsthatappearedduringyoursession?–selectoneforeachoption

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8

Q:Thinkbacktobeforeyoustartedyoursession.Whatwasyourgeneralmoodatthetime?–selectone↑:Significantdifferentbetweengroupsat>=90%confidence

Positive:Happy,Calm,Relaxed,Excited,Curious,Nostalgic;Negative:Tired,Bored,Anxious,Stressed,Upset

Streamersarepositive

NegativeMood

18%

18%

24%

24%

24%

26%

26%

27%

27%

27%

29%

29%

Documentary

RealityTVRomance

Anime

Horror

Drama

ComedyAction

Sci-Fi

Sitcom

74%

74%

73%

73%

73%

71%

71%

PositiveMood

acrossgenres,

82%

82%

76%

76%

76%

butespeciallyso

SportsNews

lean-

Thesegenresshowahigher-than-average

index(75%)

whenwatchingincontent

Moodbycontentgenre

%Selected

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Positivemoodn=1851;Negativemoodn=687

Q:Thinkbacktobeforeyoustartedyoursession.Whatwasyourgeneralmoodatthetime?–selectoneQ:Whatgenreofcontentdidyouchoosetowatch?–selectallthatapply

Positive:Happy,Calm,Relaxed,Excited,Curious,Nostalgic;Negative:Tired,Bored,Anxious,Stressed

9

to

Navigating

Content

+

Three-in-fourstreamers

facechallengeswhenchoosingcontent

Howmanyfaceobstacleswhenchoosingwhattowatch?

%Selected–atleastoneobstacle

28%

Don’tfaceany

obstacleswhen

choosingcontent

72%

Faceobstacleswhenchoosingcontent

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Totalaudience,n=2568

Q:Ingeneral,whenwatchingonstreamingTV,whatobstacles,ifany,doyoufeellikeyoumayfacewhenchoosingwhatcontenttowatch?–selectallthatapply

Obstacles:Havingtofrequentlyswitchbetweenmultiplestreamingservicestowatchdifferentshows,NotbeingsubscribedtoaparticularstreamingservicethathaswhatIwanttowatch,Therearetoomanystreamingservicestokeeptrackof,Therearetoomanycontentoptionstochoosefrom,NeverknowwheretofindthecontentIwant

towatch,DifferentTVsinmyhousehavedifferentservices,Differentremotecontrolsareconfusing

11

NavigatingtheStreamingTV

landscape

complicatesthe

viewing

experience

Streamersmustnavigatethroughavastnumberofservicesandcontentoptionseachtimetheywatch

Whatobstaclesdostreamersface?

Havingtofrequentlyswitchbetweenmultiplestreamingservicestowatchdifferentshows

NotbeingsubscribedtoaparticularstreamingservicethathaswhatIwanttowatch

29%

24%

Therearetoomanystreamingservicestokeeptrackof

Therearetoomanycontentoptionstochoosefrom

NeverknowwheretofindthecontentIwanttowatch

22%

21%

13%

%Selected

DifferentTVsinmyhousehavedifferentservices

12%

Differentremote

controlsareconfusing

10%

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Totalaudience,n=2568

12

Q:Ingeneral,whenwatchingonstreamingTV,whatobstacles,ifany,doyoufeellikeyoumayfacewhenchoosingwhatcontenttowatch?–selectallthatapply

Fragmentation

87%

ofstreamersstreamedat

leastonenewservicein

2023

86%

ofstreamerslapsedoutof

atleastoneservicein2023,

lapsingoutof4serviceson

average

acrossStreamingTVplatformsaddstothecomplexity

+4and-4

streamersadded4newservicesonaverageandquit4servicesonaverage

9.3

theaveragestreamer

watched9.3distinct

servicesin2023

Source:RokuInternalData,2024

ReadAs:TheaverageRokuhouseholdwatched4newservicesforatleast1hourthattheyhadn’twatchedpreviouslythatyearorinthelast2monthsofthenextyear.

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Theaverageactivehouseholdstoppedwatching4servicesthattheyhadpreviouslywatchedforatleast1hourin2023anddidn’tresumewatchingfortherestof2023orthefirst2monthsof2024.TheaverageRokuaccountstreamed9.3distinctservicesfor5+minutesin2023.

Despiteobstacles,streamersaredeterminedto

findcontenttheywanttowatch

Whileseveralhaveanegativeexperience,nearlyhalfofstreamersarewillingtoexploreotheroptionswhentheycan’tfindwhattowatch

Whatstreamersdowhentheycan’tfindwhattowatch

%Veryorsomewhatoften

24%

42%

45%

Feelliketheywastedmoneyonstreaming

Feellike

givingup

FeeldisappointedFeelfrustratedFeelliketheyneedto

switchtoadifferentstreamingservice

Satisfiedwithwatchingsomethingelse

Willingtoexploremoreoptions

22%

21%

21%

20%

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Totalaudience,n=2568

14

Q:Ingeneral,whenyou'renotabletofindthecontentyouwanttowatchonastreamingservice,howoftendoyoufeelthefollowing?-selectoneforeachoption

Thestreaming

industryhasthepowertosimplifythecomplexities

Thenumberonesolutionstreamersareinterestedinisaone-stop-shop

acrossallstreamingplatforms,andsurprisingly,itdoesn’texistyet

%Veryinterested

58%

Watchlistacrossallplatforms

54%

Personalizedcontenthubstailoredtopreferences

51%

Freetrialsand

demostotestnewstreamingservices

47%

Genrespecificcontenthubs

43%

Remindersfornewcontentpremieres

Solutionsstreamersare‘veryinterested’in

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Thosewhofaceobstacleswhenchoosingcontent,n=1834

Q:Youmentionedyoufacesomeobstacleswhenchoosingwhatcontenttowatch.Whataresomesolutionsthatmaymakeyourcontentselectionprocessalittleeasier?–Dragtheslidertoapointonthescalefromnotinterestedtoveryinterested

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TheJoneyContent

TheBrowser

Journey

+RCKU

Everystreamers’

journeyto

contentisunique

Iopenedtheapp,wenttomywatchlistandselecteditafterbrowsingabit

IsearchedthroughallmyappsandIusemymicrophoneandsaidthecharacter’sname

Iusedasearchandnarroweditby

category

Iliketolookthroughstreamingappsto

momentorwhatlooksgoodtowatch…I’vebeenreallyinterestedin[contentgenre]

lately.So,Ipickoneofthosetowatch…

findsomethingthatcatchesmyeye

basedonthegenrecategory

Ijustbrowsedthe

menuuntilIgotthesectionIwanted

IlookforwhatI’minterestedinatthe

Howviewersnavigatedthecontenttheychosetowatch

Openendedresponses

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Totalaudience,n=702

Q:Youmentionedyoualreadyknewwhattowatch;canyoutellusalittlebitmoreabouthowyounavigatedtothecontent?

Nearlyhalfofall

streamingsessionsbeginwithbrowsingbeforesettlingon

whattowatch

44%

Browsedcontent

Pathtocontentselection

56%

Navigateddirectly

tocontent

%Selected

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Totalaudience,n=256818

Q:Howdidyouchoosethecontentyouwatchedinyoursession?–selectone

Naturally,browsingis

primarilydrivenbynotknowingwhattowatch

…butasurprisingnumberofstreamersbrowse

anyway,indicatingitmaybeaningrainedbehavior

Pathtocontentselectionamongbrowsers

%Selected

52%

Weren’tsurewhattowatch

48%

Knewwhattheywantedtowatch

Brandsshouldconsiderhelpingwithcontentdiscovery

+ROKU

Thosewhobrowsedcontent,n=113219

Q:Howdidyouchoosethecontentyouwatchedinyoursession?–selectone

Browsingtakesplacethroughouttheday,

butespeciallyintheearlyevening

Brands,particularlyinsectorslikeQSR(QuickServiceRestaurants),shouldprioritizethesetimeframeswhendeliveringadformatswithincontentdiscoverysectionsoftheplatform

Browsingbytimeofday

%whobrowsedcontentbeforeselectingwhattowatch

48%

46%

42%

38%

43%

EARLYMORNING

6am-10am

DAYTIME

10am-4pm

EARLYEVENING

4pm-7pm

EVENING

7pm-12am

LATENIGHT

12am-6am

Thosewhobrowsedcontent,n=1132

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20

Q:Howdidyouchoosethecontentyouwatchedinyoursession?–selectoneQ:Whattimedidyoustartyoursession?–Selectone

Streamersacrossallgenerationsbrowse,

especiallyGenZ&Millennials

Pathtocontentselectionbygeneration

%Selected

Browsedcontentbeforeselectingwhattowatch

AdultGenZMillennialsGenXBoomers

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Thosewhobrowsedcontent,AdultGenZn=196,Millennialsn=372,GenXn=258,Boomersn=306Q:Howdidyouchoosethecontentyouwatchedinyoursession?–selectone

Q:Howoldareyou?–enteranumber

16%

Infact,GenZoutpaceGenXwithdoublethe

contentbrowsingtime

Foryoungergenerations,considerleaningintoformatsoutsidethecontentitself

AllStreamers

%WhoSpent

10+MinutesBrowsingforContent

%WhoSpent10+MinutesBrowsingforContentByGeneration

AdultGenZ

27%

30%

Milennials

GenX

8%

Boomers

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Thosewhobrowsed10+minutesforcontent,n=490;AdultGenZn=120,Millennialsn=206,GenXn=101,Boomersn=63Q:Whensearchingforcontentyouwatched,howmuchtimedidittakeyou?–selectone

Q:Howoldareyou?–enteranumber

22

Streamersaremostlikelytobrowsewhen

co-viewingandonweekends

Toppredictorsofbrowsingforcontent

Regressionanalysis

Note:46variableswereexploredtoidentifythestrongestpredictorsoflikelihoodtobrowse

TOPPREDICTORSOFCONTENTBROWSING

Weekends

Whenwatchingwithaspouse/partner

Towatchmovies

+22%

comparedtoweekday

+23%

comparedtowatchingalone

+29%

comparedtoTVshows

+

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Totalaudience,n=256823

Logisticregressionperformedtopredictlikelihoodtobebrowsingornot

Actioning

AlongtheStreamerJourney

+RCKU

Trendingcontent,followedbyhomepagearewhere

streamerslookforcontentmost

Howstreamersdiscovercontent

Indexedtoavgamongthosewhobrowsed(100)

180

132

123

118

104

84

59

52

47

TrendingplaylistHomepageonadevice

Continue

watchingplaylist

FavoritesplaylistCustomplaylist

createdbytheplatform

Mood-basedsuggsestions

Watchagainplaylist

Basedonuserratings&reviews

Askingotherpeopleforrecs

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Thosewhobrowsedcontent,n=694

25

Q:Youmentionedyoubrowsed/exploredcontenttofindwhattowatch.Canyoutellushowyoufoundthecontentyouwatched?–selectallthatapply

Adspriortocontentviewingareworthapremium

Foradditionaltouchpointswithstreamers,prioritizeadsonthehomepageandpre-roll,wheretheyareparticularlyreceptivetobrandmessaging

Adreceptivitybyadtype

%Veryorsomewhatopen

Mid-rollads

(duringadbreaks)

Productplacementwithincontent

Note:Trendissimilaracrossallgenerations

Pre-rollads

Adsonthehomepage

8%

Totalaudience,n=2568

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Q:DuringatypicalstreamingTVsession,adscanpopupatvarioustimes.Howopenwouldyouhavebeentoseeingadsatthesetimesiftheyshowedupduringyoursession?–selectoneforeachoption

Infact,homepageadscanhelpwithcontent

discoverywiththeri