1、A New Era of Engagement in Media&Entertainment Featuring insights into US consumers across generations How varying generations engage with the digital and physical world2023 NewzooThe future of media and entertainment is not about a complete shift to digital.There are many misconceptions about how d

2、iferent generations engage with media and entertainment.Here are some of the ones we want to dispel.Games are the mainreason why kids areincreasingly overweight!Kids simply do not play outside anymore.Its a shame!Kids used to be creative anddraw and paint.Now they justsit behind their screens.They s

3、imply are more passive.Millennialshave stoppedwatching TV!2023 Newzoo/Media&Entertainment Report02/36Younger Generations Play in Both Physical and Digital SpacesPopularity of playing sports and games(comparing physical and digital activities)Share of generation that is active and share of generation

4、 that does both(%)SportsGen Z10-25 years oldMillennials26-40 years oldGen X41-50 years oldMore time spent gaming doesnt mean that younger generations are more averse to physical sports.In fact,almost 70%of Gen Z do both compared to less than half of Gen X.Much of this report centers around Gen Z in

5、comparison to Millennials and Gen X.Based on when we gathered the data,we define each generation as:Gen X were born from 1965 to 1980,Millennials from 1981 to 1996,and Gen Z from 1997 to 2012.Examining behaviors and preferences across these generations,we can see that younger people are spending mor

6、e time blending digital and physical activities and pursuing more active forms of engagement.74%of Gen Z participatesin sports/fitnessactivities 48%does bothGamesSportsGamesSportsGamesSource:Newzoo Consumer Research|US Online Population 10-50|June 202260%69%55%does both79%66%67%does both85%74%Defini

7、ng physical and digital activities to examine how diferent generations spend their timeParticipating in sports or other physical/mental exercises,including yoga,fitness,walking.Playing video games,participating in online betting or gambling,including online casinos.PhysicalDigital2023 Newzoo/Media&E

8、ntertainment Report03/36The future of media andentertainment is about.MEDIAENTERTAINMENTLEISURE TIMEAn increasing convergence of activitiesin the digital and physical world.Younger generations spend their time not just consuming content,but creating it.68%of Gen Z identify as digital creators,compar

9、ed to 46%of Gen X.This is an active process that unites digital and physical engagement methods.68%A generational shift to moreactive forms of engagement.53%When it comes to games,younger consumers find new waysto engage.Gen Z consumers spend more than half of their time engaging with game IP in oth

10、er ways than playing.People engaging with all forms ofentertainment in a single environment.Younger generations are turning more to game platforms for media engagement.Gen Z spends an average 12.2 hours per week on games.12.2hrs/week2023 Newzoo/Media&Entertainment Report04/36ContentsAbout the data i

11、n this reportThis report features high-level insights from a consumer research study that we conducted in the US in June 2022.The scope of the study was the online population aged 10-50 and the sample is representative of 180M people.When we refer to generations,we use the following definitions.Gen

12、Z:People aged 10-25|Millennials:People aged 26-40|Gen X:People aged 41-50We understand that Gen X represents a wider age range,but for the purposes of this study,we focused on a sample aged 10-50 and believe its representative.IntroductionMediaEntertainmentLeisure TimeThe Metaverse67152532?2023 Newz

13、oo/Media&Entertainment Report05/36How we choose to spend our time has changed a lot in the 15 years since Newzoo was founded.New generations have fresh views and expectations on how they spend and value their time.The physical and digital worlds are blending,fueled by innovations in VR,blockchain,cr

14、ypto,web3,and NFTs.Consumer behavior is shifting,especially after the pandemic.Researching,analyzing,and reporting on shifting consumer behavior and its impact on business is what Newzoo does.Since day one,we have focused on games as the most innovative form of entertainment and the most challenging

15、 to track.Fifteen years on,the games business has grown by$155 billion in consumer-generated revenues alone.The most important metric that has grown even faster is time spent or engagement.This is because games give people the power to choose.Gamers spend as much or as little time or money as they w

16、ish and decide whether their experience is passive,active,or a mix of both.You could consider this the foundation of“the metaverse”as games are now a destination for all types of engagement including creating,socializing,viewing,and playing.Games are now an entertainment form that can be enjoyed acr

17、oss all media as well as a media platform that can host any other form of entertainment.This not only impacts game companies,that continue to expand their horizons to include other forms of entertainment,but also consumer brands and the traditional media value chain that relies largely on advertisin

18、g.Younger generations now want to actively engage with content and IP through creation,play,and simultaneous socializing.Fandom can no longer be built with passive experiences alone.Thats why we are releasing this report.Newzoos mission is to accelerate the future of gaming and we believe that futur

19、e is equal to the future of media and entertainment.We want to enable the companies that are creating and shaping this future to thrive,with data and insights that are future-proof and take engagement as the starting point.Our eforts may not contain all the answers.But we are confident that we can a

20、t least help the market to ask better questions.Michelle RouhofCEONewzooIntroduction2023 Newzoo/Media&Entertainment Report06/36Mobile Has Become the Dominant Platform for Accessing Media and IPMedia Consumption by ScreenMEDIAThis section focuses on how every generation surveyed engages with diferent

21、 types of media.Weve split media content into five distinct platforms:Video Games andVirtual WorldsSocial Media andVideo-Sharing PlatformsRadio,Podcasts,andMusic Apps News Apps,Websites,Blogs,and Magazines Broadcast TV andSubscription Services Source:Newzoo Consumer Research|US Online Population Age

22、d 10-50|2,699 respondents|June 20223hrsper day per person4.3hrsper day per person2023 Newzoo/Media&Entertainment Report07/36If we break down how respondents interface with the five media catego-ries,it becomes clear that social media and video-sharing platforms have the highest levels of engagement.

23、Broadcast TV and subscription services slightly trail by 2%,though people tend to spend more time fixed to this media type than the former.While TV racks up more hours of passive viewership,social media and video-sharing platforms dont lag far behind.This suggests that more passive engagement attrac

24、ts more attention than active forms of media like video games and other virtual experiences.However,its important to note that people spend nearly 12 hours a week on average on video games and virtual worlds,eclipsing audio and written media.Video games and virtual worlds Social media&video-sharing

25、platforms Broadcast TV&subscriptionservices Radio,podcasts,and music appsNews apps,websites,blogs,and magazines People Spend Nearly 12 Hours Per Week On Video Games and Virtual WorldsEngagement with Media Platforms84%11.8096%13.1294%13.9287%10.3775%6.56Share of people who use this platform Avg numbe

26、r of hours spent per weekTotal hoursspent per week0.9B2.2B2.3B1.6B1.8BMEDIASource:Newzoo Consumer Research|US Online Population Aged 10-50|2,699 respondents|June 202260%of engagement on media platforms happens on mobile devices 2023 Newzoo/Media&Entertainment Report08/36Video games and virtual world

27、s Social media&video-sharing platforms Broadcast TV&subscriptionservices Radio,podcasts,and music appsNews apps,websites,blogs,and magazines 55%45%73%27%46%54%68%32%60%40%Share of Engagement Time on Mobile Devices Compared to Other TechnologiesMobile(smartphone,smartwatch,tablet)Non-mobilePeople Pre

28、fer Mobile for Media Engagement(Unless Were Talking TV)Source:Newzoo Consumer Research|US Online Population Aged 10-50|2,699 respondents*|June 2022*Sample size varies by groupHow much time do people spend engaging with media on their mobile devices versus other technologies?More people spend time en

29、gaging with media on their mobile devices than they do via laptops and desktops.Nearly two thirds of time spent on social media&video-sharing platforms goes to mobile,while audio sits at 68%.We see a more even split when it comes to video games and virtual experiences,while TV is the only media plat

30、form where mobile doesnt dominate consumer time.In the mobile-first era,IP holders will focus more on mobile-native engagement.Brands will increasingly add vertical videos,ads,product placements,and other elements to mobile games.MEDIA62%of time spent watchingTV via on demand serviceslike Netflix,Am

31、azon Prime,or HBO Max 2023 Newzoo/Media&Entertainment Report09/36MEDIAGame Content is Popular Across Non-Gaming Media Platforms Broadcast TV&Subscription Services HBO:The Last of Us HBO greenlit its first video game adaptation in 2020,a star-studded rendition of 2013s The Last of Us.The series debut

32、s in January,2023,and the production team have hinted that the show will consist of several seasons.Netflix:UnchartedDespite having mixed reception from critics,Sony Pictures 2022 film adaptation of Uncharted is the fifth highest grossing video game flick as of early 2023.Uncharted may become a new

33、cinematic franchise for Sony,depending on its performance.News Apps,Websites,Blogs,and MagazinesSince Computer and Video Games ran its first issue in 1981,gaming magazines have taken up a lot of newsstand real estate.Radio,Podcasts&Music Apps Theres an abundance of games podcasts on Spotify and othe

34、r platforms.VanossGaming has 26 million subscribers to his game-themed channel on YouTube.Social Media&Video-Sharing Platforms2023 Newzoo/Media&Entertainment Report10/36Gen Z Engagement by Media PlatformShare of Gen Z consumers who use this platform Avg number of hours they spend per week Gen Z Spen

35、ds More Time Engaging with Games and Virtual Worlds than Watching TVVideo games and virtual worlds Social media&video-sharing platforms Broadcast TV&subscriptionservices Radio,podcasts,and music appsNews apps,websites,blogs,and magazines Delta vs.Age 10-50A slightly higher share of Gen Z consumers e

36、ngage with social/video platforms than engage with TV:96%vs.95%.Perhaps even more surprising is that they spend more time per week within video games and virtual worlds than they do with TV.This includes on-demand services like Netflix.Whats less surprising is that Gen Z engages the least with writ-

37、ten media,including news apps,websites,blogs,and maga-zines.This media type has the lowest reach and accounts for the fewest hours spent on engagement.Average hours spent on TV or subscription services per weekSource:Newzoo Consumer Research|US Online Population Aged 10-25|953 respondents|June 2022+

38、6%+3%+0%+6%+1%-1%-2%+6%+1%-15%90%12.1913.9211.8588%10.2873%6.9796%95%Overall:13.9Gen Z:11.9Millennials:14.7Gen X:16.1MEDIA2023 Newzoo/Media&Entertainment Report11/36Games are a Platform for Entertainment:FortniteFortnite remains incredibly engaging for consumers and has grown into an entertainment h

39、ub where people have unique,digital identities and share experiences far beyond cooperative play.As of October 2022,nearly 200 million players played Fortnite on console or PC*,with many millions more on mobile.Music artists,film directors,and many other entertainers outside the games industry are f

40、locking to this massive audience and many have started to use Fortnite as a platform to reach millions of consumers.*Data source:Newzoo ExpertIn 2021,Epic Games partnered with Ariana Grande to create a live music event within the Fortnite universe called the Rift Tour.The concert,taking place over 3

41、 days in August,featured a virtual version of the singer/song-writer and was part of a campaign to market new skins,accessories,and in-game items.(Live)Music concertsWhile mainstream sports brands and networks havent jumped on the Fortnite platform,ESPN 8 did air wild sports from The Ocho in 2020.Pr

42、o sports contentFortnite players got to watch an exclusive scene from Star Wars:The Rise of Skywalker during the Live at Risky Reels event in 2019.This scene,featuring the return of a popular character in the franchise,became canon.Movie viewingsmonthly active usersFashionFortnite has collaborated w

43、ith major fashion brands like Polo Ralph Lauren,Moncler,Gucci,and Nike to release in-game skins and co-branded clothing items.200MMEDIA2023 Newzoo/Media&Entertainment Report12/36Games are a Platform for Entertainment:RobloxMEDIA*Data source:Roblox Third Quarter 2022 Financial ResultsSpotify Island o

44、n RobloxSpotify partnered with Roblox to create an in-game spot for players to discover new music,engage with artists,earn exclusive merchandise,and even create their own music and beats.Stranger Things:Starcourt Mall by NetflixIn 2021,Roblox players got the chance to explore the Stranger Things uni

45、verse,a popular Netflix IP.Samsung Superstar Galaxy on RobloxShowcasing the market efcacy of live music in the metaverse,this was a timed experience from May to June 2022 that culminated in a virtual performance by popstar Charli XCX.average daily activeusers in Q3 202258.8MRoblox is more than just

46、a game it is a platform where people gather to share experiences with others and create those experiences for others.In the third quarter of 2022,nearly 59 million people played Roblox across PC,console,and mobile*.This huge player base,coupled with the games expansive population of younger users,ha

47、s drawn the attention of Samsung,Spotify,Netflix,and other media companies.The entertainment world sees a lot of opportunities in the Roblox universe,though with an air of caution,given the age of players.2023 Newzoo/Media&Entertainment Report13/36In recent years,many game developers have added feat

48、ures to their environments that enable people to watch others play.Enthusiasts used to rely on streaming platforms for this,but now more games have viewing functionality built in.This unlocks engagement time and provides exciting viewing experiences for non-players.Games Attract Players and Audience

49、s Alike:Spectatorship as a FeatureGamers are creative and find ways to use new functionalities to their benefit.With stream sniping,players would enlist friends to watch ongoing matches and call out enemy locations,making it easy for teams to essentially cheat.Even though games like Fortnite have re

50、moved spectating features,its still possible to stream snipe opponents who are broadcasting their gameplay on streaming sites like Twitch or YouTube.These options come with a considerable lag,so its much harder to stream snipe and deprive opponents of fair play.Spectating in FortniteIn season 2,Fort

51、nite introduced a Watch Game mode to all users.However,this feature led to stream sniping and has since been removed.Roblox Spectator ModeRoblox ofers spectator mode as an option to add to the worlds that players create.Free cam allows you to watch yourself play from all angles.Simultaneous Playing

52、and ViewingFortnite Movie Nights are organized frequently.Users can watch together or watch while continuing to play,an example of simultaneous engagement.Watching YouTube while CreatingThere are more ways that videos can be viewed in Roblox.A popular use case is bringing YouTube tutorials into the

53、world you are building.MEDIA2023 Newzoo/Media&Entertainment Report14/36Entertainment EngagementHours per day spent on active vs passive engagementENTERTAINMENTActive Engagement Is Becoming More Popular with Every New GenerationVideo GamesSports&FitnessMusicBooks&ComicsMovies&Series4.5hrsper day per

54、person4.3hrsper day per personACTIVEPASSIVESource:Newzoo Consumer Research|US Online Population Aged 10-50|1,363 respondents|June 2022In this section,we split entertainment into five distinct categories to better understand userpreferences.We also segmented the ways in which people can engage with e

55、ntertainment into five active and passive activities.5 forms of entertainment(IP)5 ways of engagingReading,Creating,PlayingViewing,ListeningViewingListeningReadingCreatingPlaying2023 Newzoo/Media&Entertainment Report15/36Consumers Spend Nearly 15 Hours Per Week Engaging with GamesReach and Average T

56、ime Spent by Entertainment TypeAudience reachAverage time17.0197%97%87%15.3514.46Source:Newzoo Consumer Research|US Online Population Aged 10-50|1,363 respondents*|June 2022*Sample size varies by groupAvg.time they spend per week(hrs)Share of people who use this type of entertainment(%)of the time s

57、pent on moviesand series is spent watchingas opposed to more activeforms of engagement.When it comes to types of entertainment,movies and series as well as music are both incredibly popular among consumers in the US.Almost everyone engages with this content in some form or another.Video game content

58、 is third with an 87%reach.In terms of hours spent,movies and series have a clear lead.We found that people spend over 17 hours per week either watching content or engaging with big and small screens in other more active ways.Movies&SeriesGamesMusic250%100%610141881%10.14Books&Comics74%11.40Sports&F

59、itness60%isspent creating content about movies and series,includingblog posts and reviews.11%ENTERTAINMENT2023 Newzoo/Media&Entertainment Report16/36Younger Consumers Spend More Time on Games than Previous GenerationsGen Z Engagement by Type of EntertainmentAudience reachAverage time14.4698%98%93%14

60、.9914.88Source:Newzoo Consumer Research|US Online Population Aged 10-25|498 respondents*|June 2022*Sample size varies by groupAvg.time they spend per week(hrs)Share of people who use this type of entertainment(%)For Gen Z consumers in the US,audio entertainment slightly trumps game content in terms

61、of weekly hours spent engaging.However,in terms of the percentage of people who engage in each entertainment type,regardless of hours spent,movies and music stand out as the most popular.If we compare the five entertainment types listed,its obvious that music,movies,and games outshine other forms of

62、 IP and activities.We can likely attribute this to how easy it is to access tunes,flicks,and mobile games on smartphones,coupled with Gen Z being the first digital native generation.Whats more,game platforms are now filled with music and movie content,so the three entertain-ment types enjoy a ready-

63、made shared space when it comes to snagging fans.Movies&SeriesGamesMusic350%100%69121585%10.79Books&Comics79%12.24Sports&FitnessGen Z consumers in the USspend nearly 15 hours per week engaging with game content.14.9hrsENTERTAINMENT2023 Newzoo/Media&Entertainment Report17/36Video Games Command the Mo

64、st Active Engagement Hours Active Engagement by Entertainment FormShare of time spent creating,playing,and reading this type of contentSource:Newzoo Consumer Research|US Online Population Aged 10-50|1,363 respondents*|June 2022*Sample size varies by groupOut of the 5 types of media we defined,video

65、games inspire the most active engagement.Nearly three quarters of respondents said they prefer playing,creating,and reading about video game content over passive enjoyment.This active engagement ofers brands a unique opportunity to have their target audiences engage with their products and services

66、in a more hands-on way,which makes games unique compared to other types of entertainment IP.This data also suggests that gaming audiences prefer interactive and native ways of brand engagement over traditional ads.To win the hearts of gaming fans,brands will move toward IP crossovers,social media an

67、d streamer partnerships,branded UGC,and inventive product placement.Video GamesSports&FitnessMovies&SeriesMusicBooks&Comics72%60%30%33%62%ActiveEngagementReadingCreatingPlayingof engagement withgames is active:playing and readingabout games,or creating game-relatedcontent72%ENTERTAINMENT2023 Newzoo/

68、Media&Entertainment Report18/36People Consume Video Game Content in Many Ways The Ways People Engage With Game ContentPercentage of total time spent per activitySource:Newzoo Consumer Research|US Online Population Aged 10-50|1,176 respondents|June 2022PlayingReadingCreatingViewingListening47%12%13%1

69、6%11%Game enthusiasts in the US tend to spend just under half of their time with games in the player seat.The majority share of time spent seems to be going to reading,listening to,and watching content from the gaming space,as well as creating games and game content.This suggests that brands can lev

70、erage the various touchpoints not only to build legitimacy around their presence in or around games,but also to create diferent kinds of content that amplify their message within the target group.For instance,a car manufacturer might want to place its vehicles in a racing game,while ofering video an

71、d/or written racing advice to sim racers and providing tools for creators to customize their favorite cars from the brand to use in-game.PassiveActiveof time allocatedto video gamesis spent playing47%Active Playing video games(on a console,PC,mobile,or VR device)Reading news,blogs,websites,or social

72、 media posts about gaming Creating content about video games(e.g.live streams,video content,fan art,writing blogs,reviews)PassiveWatching video game-relatedcontent(e.g.live streams,lets plays,pre-recorded content,reviews)Listening to podcasts or radio shows about video gamesENTERTAINMENT2023 Newzoo/

73、Media&Entertainment Report19/36How Likely People Are to Engage in Types of Entertainment with Other PeopleSource:Newzoo Consumer Research|US Online Population Aged 10-50|1,363 respondents*|June 2022*Sample size varies by groupVideo GamesSports&FitnessMovies&SeriesMusicBooks&Comics44%56%47%39%Every f

74、orm of entertainment attracts a diferent type of social setting.Certain IPs are best enjoyed at home alone,while others require a crowd.Sports and fitness media stands out as the only form of entertainment where over half of respondents would rather engage with it in the company of others.For many p

75、eople,watching sports is a social event that involves coming together as fans of the same franchise.Playing sports nearly always requires other people,as opposed to video games where its possible to play alone.Sports&Fitness Represent the Most Social Way to Engage with Media35%Gen Z are more likely

76、to turn sports media engagementinto a group event:58%ENTERTAINMENT2023 Newzoo/Media&Entertainment Report20/36Share of People Who Consider Themselves To Be A Fan of Each Entertainment FormatVideo GamesSports&FitnessMovies&SeriesMusicBooks&Comics24%26%31%37%The share of movie fans increases with each

77、generation while the share of game fans decreases.Music boasts the highest number of fans with 37%of consumers self-identifying as a true music fan.This is followed by movies and series with 31%.Sports has a slight edge over games with just over a quarter of consumers considering themselves as true

78、fans of sports/fitness compared to 24%for games.Lets put this more into context:IP holders are increasingly eyeing cross-media strategies for launching their fran-chises.Maximizing reach now means fueling fandom across games,movies,TV,comics,and other media platforms.Music Has the Highest Share and

79、Number of True Fans22%Source:Newzoo Consumer Research|US Online Population Aged 10-50|1,363 respondents*|June 2022*Sample size varies by groupENTERTAINMENT2023 Newzoo/Media&Entertainment Report21/36GAME IP4/10We asked respondents to identify their top 10 brands out of a randomized list of 27.These b

80、rands included cinematic universes,video games series,sports franchises,media personalities,and more.Here is each generations top 10 picks for entertainment IP:Gen Z(10-25 years)Share that are a fan of:AppleMarvelStranger ThingsGrand Theft AutoCall of DutyFortniteHarry PotterCandy CrushStar WarsDrak

81、e1.2.3.45.6.7.8.9.10.48%40%38%38%38%33%28%27%26%26%Source:Newzoo Consumer Research|US Online Population 10-50|June 2022Video Game IP Resonates across Generations and Especially with Gen ZFan of none of 27 brands:4%GAME IP3/10Millennials(26-40 years)Share that are a fan of:AppleMarvelHarry PotterStra

82、nger ThingsCall of DutyStar WarsGrand Theft AutoCandy CrushLord of the RingsWalking Dead43%40%35%32%31%28%27%26%26%25%1.2.3.45.6.7.8.9.10.Fan of none of 27 brands:5%GAME IP2/10Gen X(41-50 years)Share that are a fan of:MarvelStar WarsAppleStranger ThingsCandy CrushHarry PotterWalking DeadLord of the

83、RingsGrand Theft AutoRolling Stones1.2.3.45.6.7.8.9.10.Fan of none of 27 brands:9%37%32%31%29%28%26%25%23%20%20%ENTERTAINMENT2023 Newzoo/Media&Entertainment Report22/36Integrating Entertainment IP into Video GamesGame integration enables brands and IP to engage with the gaming community by providing

84、 a plat-form for socialization and entertainment and infusing the IP in a manner and format that gamers enjoy such as cool avatars,virtual pop-ups,in-game events,and more.You are more likely to find brands integrated into video games than ever beforeBurberry x MinecraftBMW x Rocket LeagueVans x Robl

85、oxFIFA 23 x Ted LassoThe fictional football coach and his team AFC Richmond are playable in EAs FIFA23,which marks a significant merger between AppleTV+IP and the video game world.Stranger Things VRA VR game is in development based on the successful series after multiple mobile games were already la

86、unched through Netflix.Fortnite x Marvel seasons and spin-ofsFortnite is no stranger to IP injections,but its collaboration with Marvel goes well beyond a one-time promotion.The world of Fortnite is ofcially part of the Marvel universe,which means the game is filled with playable charac-ters from co

87、mics lore.This collaboration has even generated a new series of comic books and tie-in content.ENTERTAINMENT2023 Newzoo/Media&Entertainment Report23/36How Entertainment IP Can Transcend Single Forms of MediaCD Projekts Cyberpunk 2077 and The Witcher are two perfect examples of how to leverage existi

88、ng IP to build a cross-media franchise.Following a successful crossover to TV with The Witcher,the games publisher built out the Cyberpunk 2077 franchise across nearly every type of entertain-ment available.Heres a breakdown of how this video game publisher crossed the bound-aries of entertainment t

89、o create a digital franchise.MusicCD Projekt had many artists compose original songs for its soundtrack,including acclaimed hip hop duo Run the Jewels.The complete soundtrack is available on streaming services like Spotify.Movies&SeriesEdgerunners is an animated series based on the game launched in

90、September 2022,which rein-vigorated the player base after several game-play updates.Books&ComicsTo date,six comics based on Cyberpunk 2077 have been released by Dark Horse Comics.GamesThe much-awaited game Cyberpunk 2077 launched in December 2020.ENTERTAINMENT2023 Newzoo/Media&Entertainment Report24

91、/36People Spend More Leisure Time Engaging with Digital Interfaces than on Real World ActivitiesLeisure Time ActivitiesHow much time people spend per day on digital vs.physical activitiesLEISURE TIMEThis section covers 23 diferent types of leisure activities and 7 distinct ways that people can engag

92、e with these activities.Weve split these into two interaction categories:digital and physical.For reference,weve classified activities as digital when the primary medium is a digital interface.6.6hrsper day per person2.9hrsper day per personSource:Newzoo Consumer Research|US Online Population Aged 1

93、0-50|1,336 respondents|June 2022PHYSICALDIGITAL2023 Newzoo/Media&Entertainment Report25/36When it comes to digital leisure time activities,most engagement hours are spent passively watching content,including videos and on-demand TV.We asked respondents to list their top 5 leisure activities out of a

94、 list of 13,based on time spent.Here is how the data breaks down by generation.LEISURE TIMEDigital Leisure Time ActivitiesIncludes:Watching movies,TV,or news on demand(e.g.,using Netflix,Hulu,Amazon,Disney+,etc.),Watching video on social platforms such as Facebook,YouTube,Twitch,Reading e-books,Play

95、ing video games,Writing and sharing blogposts or online content,Online shopping,Listening to music,podcasts or audiobooks through apps or streaming platforms,Reading online news,blogs or social feeds,Creating or live-streaming video content or podcasts,Making digital art,music or play-lists/DJ-sets,

96、Engaging with friends or meeting new people on social media,in games or apps.Gen ZWatching video content on platforms such as Facebook,TikTok,Instagram,YouTube,Twitch;live-streamed or on demand(excl.TV and streaming services)Watching movies,TV,or news on demand(e.g.,using Netflix,Hulu,Amazon,Disney+

97、,etc.)Playing video games,on a console,PC/Laptop,mobile or VR device.Listening to music,podcasts or audiobooks through apps orstreaming platforms.Watching movies,TV,or newsas scheduled/live as it airs(e.g.,broadcasted on TV,at the cinema,etc.)Watching movies,TV,or news on demand(e.g.,using Netflix,H

98、ulu,Amazon,Disney+,etc.)Watching video content on platforms such as Facebook,TikTok,Instagram,YouTube,Twitch;live-streamed or on demand(excl.TV and streaming services)Listening to music,podcasts or audiobooks through apps orstreaming platforms.Playing video games,on a console,PC/Laptop,mobile or VR

99、device.Watching movies,TV,or newsas scheduled/live as it airs(e.g.,broadcasted on TV,at the cinema,etc.)MillennialsWatching movies,TV,or news on demand(e.g.,using Netflix,Hulu,Amazon,Disney+,etc.)Watching video content on platforms such as Facebook,TikTok,Instagram,YouTube,Twitch;live-streamed or on

100、 demand(excl.TV and streaming services)Watching movies,TV,or newsas scheduled/live as it airs(e.g.,broadcasted on TV,at the cinema,etc.)Listening to music,podcasts or audiobooks through apps orstreaming platforms.Playing video games,on a console,PC/Laptop,mobile or VR device.Gen XDigital:Using a dig

101、ital interface is the primary way to enjoy this activity123452023 Newzoo/Media&Entertainment Report26/36When it comes to physical or real-world leisure time activities,every generation spends the most time socializing with their family or friends.Includes:Reading printed books,newspapers or magazine

102、s,writing books,painting,drawing,or other physical creative arts,Playing a musical instrument,Attending live concerts,music festivals or conferences,Going to a cinema,theatre,museum or attending live sports events,Socializing in real-life with friends or family,Going out to restaurants,clubs,bars to

103、 socialize or meet new people,Visiting and playing at physical casinos or betting agencies,Playing board-or other physical games,Participating in sports or other physical/mental exercises,Shopping in physical stores.We asked respondents to list their top 5 leisure activities out of a list of 9,based

104、 on time spent.Here is how the data breaks down by generation.Gen ZSocializing in real-life with friends or family at home or an outside location.Participating in sports or other physical/mental exercises,including yoga,fitness,walking.Playing a musical instrument,singing,or playing music/DJing live

105、.Going out to restaurants,clubs,barsto socialize or meet new people.Writing books,painting,drawing,sculpturing or other physical creative arts(not digitally).Socializing in real-life with friends or family at home or an outside location.Participating in sports or other physical/mental exercises,incl

106、uding yoga,fitness,walking.Shopping in physical stores,alone or with others.Reading physical books,newspapers or magazines.Writing books,painting,drawing,sculpturing or other physical creative arts(not digitally).MillennialsSocializing in real-life with friends or family at home or an outside locati

107、on.Participating in sports or other physical/mental exercises,including yoga,fitness,walking.Shopping in physical stores,alone or with others.Playing a musical instrument,singing,or playing music/DJing live.Reading physical books,newspapers or magazines.Gen X12345Physical Leisure Time ActivitiesLEIS

108、URE TIME2023 Newzoo/Media&Entertainment Report27/36People Engage in Digital vs.Physical Activities in Diferent WaysShare of Time Spent Per Type of ActivityDigital vs Physical ActivityViewingListeningReadingPlayingCreatingShoppingSocializingSource:Newzoo Consumer Research|US Online Population Aged 10

109、-50|June 2022Viewing is by far the most popular way to engage in digital leisuretime activities.Out of all the ways people can partake in leisure activities,the vast majority of respondents prefer viewing content.The next largest chunk of time spent on leisure activities goes to listening to media,w

110、ith playing,reading,creating,socializing,and shopping all taking a far smaller piece of the pie.On the other hand,physical activities have noticeably diferent patterns.Most hours are spent socializing with friends and family in-person followed by creating and playing.Most importantly,the boundaries

111、between digital and physical experiences are blurring,if not disap-pearing entirely.Many traditional physical activities are taking place in the digital realm.Live music events in games and AR shopping are two prevalent examples.Blending digital and physical experiences is becoming increasingly cruc

112、ial for brands.Its becoming essential for optimal reach and engagement.DigitalPhysical0%10%20%30%40%50%60%70%80%90%100%of the time spenton digital activitiesis spent viewingcontent.41%LEISURE TIME2023 Newzoo/Media&Entertainment Report28/36Source:Newzoo Consumer Research|US Online Population 10-50|Ju

113、ne 2022Diferent Generations Dont Create Equally“Creative”Digital Leisure ActivitiesGen Z spends 3X more timeon digital creation per weekthan Gen X.?Creating or live-streaming video content or podcasts.?Creating and sharing blog post,online articles,or reviews.?Creating digital art,music or playlists

114、/DJ sets.For clarity,weve excluded in-game creating from this list of activities.Content creation is an increasingly powerful form for Gen Z consumers to engage with their favorite IPs and brands within the gaming world and across most media forms.IP holders and brands should seek to include this cr

115、eative element in their strategies moving forward.Inside the gaming world,Gen Z consumers enjoy creating content they can call their own.UGC elements power todays most popular franchises like Roblox,Minecraft,and Fortnite.Digital Creative Activities by GenerationDigitalPercentage of people who creat

116、e digital content within each generationAvg time they spend per week69%59%46%6.9hrs/weekDigital6.8hrs/weekDigital5.9hrs/weekGen Z10-25 years oldMillennials26-40 years oldGen X41-50 years old3XLEISURE TIME2023 Newzoo/Media&Entertainment Report29/36Brand Partnerships Combine Physical and Digital Space

117、sA brand partnership can cross the boundaries of digital and physical,driving business in new ways while delighting and engaging customers.McDonalds&Overwatch 2Fast food brands have been trying to get into the gamification game since before the McDon-alds Monopoly promotion,and now they are one of t

118、he industries bridging the gap between digital and physical,while also showing the power of cross-media promotion.In late 2022,McDonalds partnered with Over-watch 2 to ofer app users the chance to unlock unique character skins by purchasing certain menu items.Ballantines x BorderlandsBallantines joi

119、ned the fray in 2022 with a collaboration with Gearbox Entertainment.Players can now get their hands on a limited edition Scotch whisky evoking the popular NPC character Mad Moxxi.Every bottle of this co-branded elixir comes with unlockable content for Borderlands 3.LEISURE TIME2023 Newzoo/Media&Ent

120、ertainment Report30/36The future of media andentertainment is about.MEDIAENTERTAINMENTLEISURE TIMEAn increasing convergence of activitiesin the digital and physical world.A generational shift to moreactive forms of engagement.People engaging with all forms ofentertainment in a single environment.202

121、3 Newzoo/Media&Entertainment Report31/36Defining the Metaverse in Contrast to Virtual WorldsThe term metaverse dates back to the 1992 novel Snowcrash by Neal Stephenson and has evolved into the concept of a shared virtual space bringing together every conceivable virtual world.Though there isnt a de

122、finition everyone can agree on,one thing we can say with confidence is that its a wholly diferent concept than virtual worlds.These are isolated virtual spaces like in Minecraft or other multiplayer games,where the metaverse is the convergence of all these plat-forms.To achieve a metaverse thats uni

123、versal would take all the brands operating virtual worlds to band together and unite their universes into one.THE METAVERSEThe metaverse defies a single definition,mostly because no one in the tech community can really agree on what it is or what it should be.One thing we can say is that the metaver

124、se,however it mani-fests,will play a huge role in the blending of physical and digital spaces.Here are a few helpful frame-works for how to think about the metaverse from thought leaders in the gaming world.A persistent,infinitely-scaling virtual spacewith its own economy and identity system.Jonatha

125、n Lai|a16zPersistent,shared,3D virtual spaces in a virtual universe.Tim Sweeney|Epic GamesRealtime 3D social medium where people can create and engage in shared experiences as equal participants in an economy with societal impact.RobloxAn interconnected and interoperable network of persistent,virtua

126、l worlds that are populated by large numbers of players who interact with each other via 3D digital avatars,ofering users a heightened sense of immersion and presence.Newzoo2023 Newzoo/Media&Entertainment Report32/36The Metaverse Ofers Richer Engagement Possibilities forAll Types of ConsumersTHE MET

127、AVERSETraditional media mostlyfocuses on passive engagement while social media adds a socializing layer and facilitates creation.Game environments add even more possibilities by bringing active play into the mix.Active engagement breeds fandomBlending diferent forms of engagement leaves a more lasti

128、ng impression.While listening to an album or playing a video game on a console are both enjoyable,most likely an in-game concert that involves active participation in some way will be a much more impactful experience.This will be critical moving forward for brands that want to engage with younger ge

129、nerations,who treat fandom more actively.Metaverse&Fandom:Fueled by Richer EngagementPlayingCreatingSocializingViewingListeningListeningViewingSocializingCreatingMoreEngagementMaximumEngagementRicherEngagementPlayingSEQUENTIALSIMULTANEOUSPlayingCreatingSocializingViewingListeningListeningViewingSoci

130、alizingCreatingPlayingMETAVERSE&FANDOMTraditional MediaSocial MediaGames as Media2023 Newzoo/Media&Entertainment Report33/36RTFKT Acquisition by NikeNike is swiftly becoming a mainstay in digital realms thanks to how the brand is successfully sharing its iconic culture and building communities in th

131、is digital space.From launching Nikeland in Roblox in November 2021 to acquiring RTFKT in December 2021,Nikes foray into digital is just getting started.In 2022 Nike launched SWOOSH,a new community experience,where people can build,display,and trade virtual branded wearables.RTFKT Studios is one of

132、the most popular digi-tal fashion brands on the market.It has amassed a sizable audience and is known for its virtual sneakers and popular NFT collections.In April 2022,Nike launched its Cryptokicks NFT collection,comprising 20,000 sneaker NFTs,including one designed by artist Takashi Murakami.This

133、particular NFT sold for an eye-watering$134,000.“This acquisition is another step that accelerates Nikes digital transformation and allows us to serve athletes and creators at the intersection of sport,creativity,gaming and culture,”saysJohn Donahoe,President and CEO of NIKE,Inc.THE METAVERSE2023 Ne

134、wzoo/Media&Entertainment Report34/36John KosnerPresidentNewzoos first ever Media&Entertainment Report goes beyond deconstructing the gaming revolution.It helps IP holders make smarter,better informed decisions about active compared to passive engagement,combining digital and physical experiences,rea

135、ching younger audiences via mobile,and more.2023 Newzoo/Media&Entertainment Report35/36Brands and companies will need to be more creative than ever to connect with their audience,engage with new people,and build dedicated fandoms that keep coming back.Newzoo is here to help navigate this shift.Join a growing community of early adopters and disruptors:Explore NewzooThe future of media and entertainment will be about blending digital and physical