Streaming: A Disney study reveals new habits in entertainment consumption

With the Streaming evolutiona new generation has been born with new ways to share entertainment, new motivations to do so, new consumption habits, and even new types of consumers.

Generation Stream: Global Editionperformed by Disney Advertisinganalyzed the state of streaming consumption patterns in 14 countries around the world, including Argentina, Brazil, Chile, Colombia and Mexico.

The study reveals global consumption trends and explains why audiences connect emotionally with certain content, as a result of the television transformationwhich also influences the decisions of the spectators about what to see.

It also analyzes how platforms can respond to increasingly multicultural, expansive and shared consumption, not only because of the variety of content offered by streaming services, but also because they have integrated into the daily routine of people at different times of the day.

A new way of connecting with audiences

One of the research findings has to do with the different types of streaming consumers, classified in four different segments. Each segment reflects a series of emotional motivations that promote audiences to consume content based on their mood and content choices, highlighting specific genres and emotions for each one. Thus, according to Generation streamthere are four new global segments:

• Social modeling (Social Shapers): These people choose series or movies, such as realitiesthat mark trend or generate debate, because they use streaming as a tool to share, comment and be part of collective conversations. The Modelorers social They are able to turn a premiere, season end or live event into a “social event.”
• Empathic escapists (Empathetic Escapists): These people find an emotional refuge in streaming. See content is an experience that allows them to disconnect from the outside world and get involved in deep stories that give them an empathic connection with the characters. These spectators usually prefer genres such as anime, science fiction, fantasy or superhero stories.
• Reflective explorers (Reflective Explorers): These people go to streaming when they feel curious or nostalgic and look for content that wake them up to ideas, emotions or memories. The Reflective explorers They enjoy the documentaries, and everything that invites them to reflect.
• People who connect for well -being (Comfort Connectors): For these people, the streaming It is part of its well -being routine and meets a key role, especially at night, when it becomes a disconnection and emotional reconnection tool. They prioritize the content that helps them relax or laugh, so they show a preference for light and family content such as comedies, romantic dramas, soap operas and historical series.

What are the expectations of Latin American audiences and why do people connect emotionally with certain content?

The study also revealed five global high -impact trends that directly affect the configuration of the audiences.

The first is called Intentional visualization (“TV Watching“) And it was the kick for this new way of segmenting the audiences. This trend argues that people no longer tune in content only to” look at something “, but choose what to look at a defined intention. The content becomes a source of accompaniment and a way of reconnecting with feelings that provide well -being.

As algorithms are perfected, Consumers do not choose between technology or social ties: they want both things. In relation to this point, although almost half of Argentines consider that algorithmic recommendations are useful and precise, the desire for emotional and social customization remains strong. 66% of Argentine audiences like to receive recommendations from series and films that their relatives and/or friends are already looking. The “Streamers“Argentinos are the most likely in the entire region to trust what their family and friends suggest. This trend shows that audiences do not choose between one thing or another: they look for an experience that combines the human touch with the precision of the algorithm.

Regarding sports entertainment, To live events is added a growing quota of entertainment integrated to sport through new formats and narratives, which has expanded the forms of consumption: more possibilities to follow the same event from different courts, more opportunities to be a fan of teams beyond the local club, and even to access international disciplines.

Regarding the origin of the content, Latin America leads the adoption of international content consumptionwith a strong assessment for diversity and universal stories, and high acceptance with respect to the content in its original language. In addition, audiences show a clear interest in content that respect and reflect their cultural roots, which suggests a balance between global opening and local identity.

Different ways of consuming were also identified, and new demands and expectations that arise among consumers as industry and technological innovations evolve. In this sense, one of the most outstanding findings globally is the redefinition of Prime Time As we know him: he 79% of the audience “Streamea”At different times of the day (as in work and college/university journeys, in lunch, etc.), confirming that there is no longer a Prime Time With a defined schedule, but, in the world of streaming, people consume content at all times.

“Streaming became a culture of entertainment and generation stream allows ushe said Magdalena Ruscello, director of Sales Research Latam at The Walt Disney Company Latin America.