The holiday season is almost here. In a year marked by ups and downs, we wanted to understand how consumers were planning to shop and stream this year so that advertisers could better plan holiday campaigns.
Our new report with the Harris Poll, "The Season of Streaming Report 2021", surveyed 2,000+ US adults and found that the outlook is bright. Overall, holiday consumer confidence is the highest than it's been since 2018 and many shoppers plan to spend more than they did last year.
In our key findings, we found that:
Holiday Consumer Confidence Is Strong. Three-quarters (72%) of respondents report they believe the economy will improve in the next 12 months. Overall holiday spending is expected to increase 5% year-over-year.
In-Store Makes Comeback, but Online Remains Dominant. Nearly half of shoppers plan to shop in-store this Black Friday and Cyber Monday, a big increase from 2020. However, online shopping remains dominant, with most shoppers (57%) planning to primarily shop digitally.
Consumers Spend More Time Streaming than Watching Traditional TV. The average US shopper reported they now spend 78 minutes more per week streaming compared to traditional linear TV – a gap that has increased 5X year-over-year. The streaming decade is here to stay.
Millennials are Streaming and Spending More Millennials, America’s largest generation with a combined spending power of more than $1.4 trillion annually, are leading the pack away from traditional TV to TV streaming. Nearly one-third of Millennials are cordless and unreachable via pay TV ad campaigns and most planning to spend more this holiday.
TV Streaming Ads Drive Consumer Interactions
Nearly half (49%) of consumers said they have seen an ad on their TV streaming device that caused them to pause what they were watching and shop for the product online, a significant increase from 2020.
Want to read the full report? Fill out the form below to get your own copy of "The Season of Streaming 2021."