In a digital landscape where our favorite apps dominate our daily lives, it is crucial for the entertainment tech industry to move beyond outdated metrics and focus on understanding audience behavior more comprehensively. Mark Mulligan of MIDiA Research sheds light on the importance of frequency tracking in their latest report, “Entertainment behavior: The frequency factor.”
MIDiA Research conducted a comprehensive study tracking entertainment consumption across various mediums such as music, video, games, podcasts, radio, and social media. The research not only measured total time spent on these activities but also delved into the specific day parts and the frequency of app usage.
Unsurprisingly, video consumption emerged as the leader, accounting for over 40% of total time spent, followed by audio (bolstered by a substantial radio listenership), music, social media, and games. This hierarchy might seem counterintuitive considering the significant role social media plays in our lives. However, measuring the frequency of daily behavior provides valuable insights into the reasons behind this phenomenon.
For instance, the report reveals that Netflix daily active users (DAUs) access the app approximately four times a day, while TikTok DAUs engage with the app more than six times daily. Notably, around one-sixth of TikTok users use the app more than five times a day, compared to 5% or less for Disney+ and Apple TV+.
Furthermore, the study highlights significant variations within entertainment formats. Niche music apps like TIDAL, Deezer, and Endel boast the highest rates of daily frequency, while more mainstream apps like Spotify and Amazon’s Prime Music have comparatively lower rates. Deezer’s daily frequency rate is over a third higher than Prime Music’s, while TIDAL’s is just under a third higher than Spotify’s.
However, daily frequency alone does not provide a complete understanding of entertainment behavior. To gain deeper insights, it is essential to examine when different forms of entertainment are consumed and what other activities accompany them. The report reveals that social media and music dominate morning consumption, gradually decreasing in share towards the evening. Social media experiences a rebound during nighttime, while passive music behavior gives way to video and audiobooks. The primary activity significantly influences entertainment behavior, with a notable example being that a fifth of consumers listen to music at work or school, which is more than four times higher than video consumption in the same setting.