全文可编辑-澳大利亚视频点播用户分析报告：Paramount+派拉蒙.ppt

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CONSUMERSBRANDS

Video-on-demand:Paramount+

usersinAustraliConsumerInsightsreport

August2024

ConsumerInsightsGlobalsurvey

Introduction

ReportoverviewGlobalsurveymethodology

(1)

ThisreportoffersthereaderacomprehensiveoverviewofParamount+usersinAustralia:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.

Additionally,thereportallowsthereadertobenchmarkParamount+usersinAustralia(’’brandusers’’)againstAustralianvideo-on-demandusersingeneral(’’categoryusers’’),andtheoverallAustralianconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingAustralia)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofAugust2024

CHAPTER01

Managementsummary•Brandusage

•Keyinsights

Paramount+istheseventhmostusedvideo-on-demandserviceinAustraliawithNetflixinfirstplace

Managementsummary:brandusageandcompetition

Top10mostusedvideo-on-demandservicesinAustralia

Netflix

71%

AmazonPrimeVideo

Disney53%

52%Stan

AppleTV+

Binge

Paramount+

YouTube31%

29%

26%

26%FoxtelNow

Kay16%

154

Notes:Which