The Top 5 Digital Media Marketing Trends in 2024 for Gen Z and Millennials Show a Streaming ‘Crisis,’ the Power of Fandom and Much More
variety.comLexi Carson At Variety’s 2024 Entertainment Marketing Summit, Andrew Wallenstein, president and chief media analyst of Variety Intelligence Platform, sat down with Jana Arbanas, vice chair and Deloitte‘s US Telecom, Media, and Entertainment sector leader, to discuss the background and themes of Deloitte’s annual digital media trends.
This year was Deloitte’s 18th year of the Gen Z and Millennial survey. The survey analyzes over 3,500 consumers from ages 14 and up and is then sent back to the United States Census Bureau to obtain a real representative look at consumer behavior.
Five different themes emerging from digital media this year include a crossroads moment for streamers, how social media influencers are driving engagement with TV shows, films, and video games, the lack of women in gaming, the untapped potential of fandom, and the diversification of the American audience.
According to Arbanas, on average, people spend around $61 a month, and over a third of customers feel the content they’re paying for isn’t worth it.
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