德国视频直播网站beyond live用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSVideo

live

streaming

services:Beyond

LIVE

followers

inGermanyConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBeyond

LIVEfollowers

inGermany:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

Beyond

LIVE

followers

inGermany

(’’brandusers’’)

againstGerman

video

livestreaming

siteusersingeneral

(’’category

users’’),

and

theoverall

Germanonliner,

labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

September

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsBeyond

LIVE

ranks

tenth

among

video

live

streaming

services

in

GermanyManagement

summary:

brandusageand

competitionTop10

most

used

videolivestreamingservicesinGermanyYouTube

LiveTwitch60%36%36%Facebook

LiveSteamTV15%Bigo

Live11%10%10%Dailymotion

GamesDLiveCaffeine8%8%8%Vimeo

LivestreamBeyond

LIVE4Notes:"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=1528,

video

live

streaming

site

usersConsumer

Insights

Global

as

of

September

2023Sources:Beyond

LIVE

followers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBeyond

LIVEismore

popularamongMillennials

thanother

video

livestreaming

services.Success

and

career

advancement

arerelatively

important

to

Beyond

LIVEfollowers.Itstands

out

that30%

ofBeyond

LIVEfollowers

often

havedifficultydistinguishing

advertising

fromcontent.Beyond

LIVEfollowers

access

theinternet

viaastreaming

device

moreoften

than

theaverage

video

livestreaming

siteuser.Beyond

LIVEismore

popularamongmale

videolive

streaming

siteusersthan

female

videolive

streaming

siteusers.Career

and

education

are

relativelyprevalent

interests

of

Beyond

LIVEfollowers.34%

ofBeyond

LIVEfollowers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

Beyond

LIVEfollowersinteract

with

companies

more

oftenthan

other

video

livestreaming

siteusers.Making

musicisarelatively

popularhobbyamong

Beyond

LIVE

followers.Arelatively

highshare

ofBeyond

LIVEfollowers

thinkthatreligious

conflictsareissues

thatneed

to

beaddressed.Beyond

LIVEhasalarger

shareoffollowers

with

ahighincome

thanothervideo

livestreaming

services.Beyond

LIVEfollowers

remember

seeingadson

blogs

and

forums

more

oftenthan

other

video

livestreaming

siteusers.Beyond

LIVEfollowers

are

more

likely

toliveincities

withover

1millioninhabitants

thanvideo

livestreamingsiteusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Beyond

LIVE

is

more

popular

amongMillennials

than

other

video

live

streamingservicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users22%24%66%12%1%Category

usersAllrespondents42%27%7%18%34%34%14%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;Base:

n=119,

BeyondLIVE

followers,n=1528,

video

live

streaming

site

users,n=35994,

allrespondentsSources:Consumer

Insights

Global

as

of

September

2023Beyond

LIVE

is

more

popular

among

male

video

live

streaming

site

users

thanfemale

video

live

streaming

site

usersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users70%30%Category

usersAllrespondents56%44%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";

Multi

Pick;Base:n=119,

BeyondLIVE

followers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Beyond

LIVE

followers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany31%27%25%24%23%23%22%18%16%14%13%13%12%11%11%10%2%

2%Bachelor

degree

Master

degree

Doctoral

degree1%

1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=119,

BeyondLIVE

followers,n=1528,video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Sources:Beyond

LIVE

has

a

larger

share

of

followers

with

a

high

income

than

other

videolive

streaming

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users61%18%21%Category

usersAllrespondents37%30%33%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

towatch

video

livestreams?";Multi

Pick;Base:n=119,

BeyondLIVE

followers,n=1528,

video

live

streaming

site

users,

n=35994,allrespondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

video

live

streaming

site

users,

Beyond

LIVE

followers

arerelatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live57%30%29%26%24%23%22%12%10%9%9%8%8%7%

7%3%

3%Multi-generationalfamily4%

3%Other2%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";MultiPick;Base:n=119,

BeyondLIVE

followers,

n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Beyond

LIVE

followers

are

more

likely

to

live

in

cities

with

over

1

millioninhabitants

than

video

live

streaming

site

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany42%31%29%26%24%22%21%20%16%16%14%12%12%9%3%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

websites

orapps

have

youused

in

the

past12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=119,

Beyond

LIVEfollowers,

n=1528,

video

live

streamingsite

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

202310%

of

Beyond

LIVE

followers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users10%10%87%3%Category

usersAllrespondents83%8%9%7%84%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=119,

Beyond

LIVEfollowers,

n=1528,video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Beyond

LIVEfollowersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%48%42%42%38%34%39%32%33%37%36%36%36%29%34%32%30%30%29%28%27%26%22%20%20%18%15%12%11%10%TobesuccessfulHavingagood

timeAhappyrelationshipMaking

myown

decisionsSafety

andsecurityAnhonest

andrespectable

lifeSocial

justiceAdvancingmy

careerLearningnew

thingsTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=119,

BeyondLIVE

followers,n=1528,

video

live

streaming

site

users,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Career

and

education

are

relatively

prevalent

interests

of

Beyond

LIVE

followersConsumer

lifestyle:

main

interestsTop10

interestsofBeyond

LIVEfollowers

inGermany50%49%43%42%42%40%40%39%39%37%37%36%36%36%35%30%35%32%31%31%

30%26%31%31%30%31%27%25%27%24%Movies,TVshows&musicScience

&technologyCareer

&educationSportsHealth

&fitnessVehicles

&mobilityFamily

&parentingFashion&beautyPolitics&societyandcurrentworld

eventsTravelBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=119,

BeyondLIVE

followers,n=1528,

video

livestreaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Making

music

is

a

relatively

popular

hobby

amongBeyond

LIVE

followersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBeyondLIVE

followers

inGermany44%42%

42%38%40%40%39%39%39%38%37%36%36%36%35%34%34%34%34%34%33%32%32%28%22%20%19%19%15%12%TravelingOutdooractivitiesPetsCooking/bakingTech

/computersDoing

sportsandfitnessMeditation/wellnessPhotographyReadingMaking

musicBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=119,

BeyondLIVE

followers,

n=1528,

video

livestreaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Beyond

LIVE

followers

are

more

likely

to

play

badminton

than

other

video

livestreaming

site

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBeyond

LIVEfollowers

inGermany22%21%19%18%19%19%18%14%18%17%18%18%18%15%15%14%14%14%14%10%9%9%9%8%6%5%5%3%3%2%BadmintonCyclingRunning/JoggingBasketballFitness,aerobics,cardioSwimming/DivingSoccerBaseball/SoftballVolleyball

/Beach

VolleyballYoga

/PilatesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=57,

BeyondLIVE

followers,n=839,

video

live

streaming

site

users,n=17984,

all

respondentsConsumer

Insights

Global

as

of

September

2023Beyond

LIVE

followers

are

more

likely

to

follow

baseball

than

other

video

livestreaming

site

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byBeyondLIVEfollowers

inGermany26%24%17%16%16%14%14%14%13%13%13%13%11%10%9%8%8%8%7%7%7%6%6%6%6%5%4%4%3%2%BasketballBaseballSoccerAthletics(track&field)BoxingCyclingAmericanfootballIceHockeyTennisVolleyballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=44,

BeyondLIVE

followers,n=590,

video

live

streaming

site

users,n=11368,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineadvertising•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

30%

of

Beyond

LIVE

followers

often

have

difficultydistinguishing

advertising

from

contentConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainGermany45%41%41%40%35%30%29%27%25%23%

23%20%19%12%8%Idon’tmindadvertising

ifIgetfree

content

inreturnIhaveboughtproductsbecause

celebrities

orinfluencers

advertisedthemIdon’tmind

whencompanies

usemy

personal

dataforadvertisingIoften

havedifficultydistinguishingadvertising

from

contentIuseadblockers

whenbrowsing

theinternetBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=119,

BeyondLIVE

followers,n=1528,

video

live

streamingsite

users,n=5994,

all

respondentsConsumer

Insights

Global

as

of

September

202334%

of

Beyond

LIVE

followers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany47%40%37%37%29%25%17%16%14%12%9%9%5%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

websites

orapps

have

you

used

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=119,

Beyond

LIVEfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Beyond

LIVE

followers

think

that

religious

conflicts

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

BeyondLIVEfollowers39%34%37%37%36%35%35%34%34%31%30%

30%29%25%24%26%26%25%25%22%24%23%21%21%20%19%17%17%14%11%EnvironmentReligiousconflictsClimatechangeFood

andwater

securityEconomicsituationHealth

andsocial

securityCivilrightsUnemployment

GovernmentdebtCrimeBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=119,

BeyondLIVE

followers,n=1528,

video

live

streaming

site

users,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

video

live

streaming

site

users,

Beyond

LIVE

followers

tendto

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users18%34%42%7%Category

usersAllrespondents22%44%43%21%13%22%17%18%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

websites

orapps

have

youused

inthe

past

12

months

towatch

video

livestreams?";Multi

Pick;Base:n=119,

BeyondLIVE

followers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsBeyond

LIVE

followers

access

the

internet

via

a

streaming

device

more

oftenthan

the

average

video

live

streaming

site

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet92%

92%91%71%70%70%68%65%

65%61%59%59%58%57%55%51%50%46%44%43%35%33%33%33%27%26%24%SmartphoneLaptopGaming

consoleSmart

TVDesktop

PCTabletStreaming

deviceSmartwatchSmart

speakersBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=119,

BeyondLIVEfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023On

social

media,

Beyond

LIVE

followers

interact

with

companies

more

oftenthan

other

video

live

streaming

site

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype54%

54%48%48%47%44%43%

43%43%42%42%41%40%39%39%38%36%36%36%

32%30%35%34%27%29%19%22%16%18%11%12%7%8%2%2%0%FollowedpeoplePostedpictures/videosLikedcompanypostsSharedcompanypostsLiked

posts

CommentedFollowedcompaniesSentprivate

Posted

textsSharedpostsbyother

usersIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotheruserson

postsmessages/statusupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

websites

orapps

have

you

used

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;

Base:

n=119,

Beyond

LIVEfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Beyond

LIVE

followers

tend

to

go

to

the

movies

more

often

than

video

livestreaming

site

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks79%76%

76%74%65%69%64%67%67%65%62%59%57%56%55%47%47%46%

46%40%28%40%30%38%37%36%

36%36%29%35%34%18%18%DigitalvideocontentRadioTVMovies

/cinemaDigitalmusiccontentMagazinesPodcastsDailynewspapersOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

websites

orapps

have

youused

in

the

past12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=119,

Beyond

LIVEfollowers,

n=1528,

videolive

streaming

site

users,n=17900,

all

respondentsConsumer

Insights

Global

as

of

September

2023Beyond

LIVE

followers

remember

seeing

ads

on

blogs

and

forumsmore

oftenthan

other

video

live

streaming

site

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBeyond

LIVEfollowers

inGermany

havecome

across

digital

advertisinginthepast4weeks51%48%43%42%38%42%42%41%41%40%39%40%38%35%34%33%33%31%30%28%28%26%24%23%22%21%19%16%16%12%Video

portals

Video

streaming

Search

engines

Social

mediaservicesOnlinestoresWebsitesandappsof

brandsVideo

gamesMusicportalsBlogs/forumsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;

Base:

n=119,

Beyond

LIVEfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

202349%

of

Beyond

LIVE

followers

remember

advertising

they

heard

on

the

radioMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks49%48%42%46%44%43%41%42%40%40%38%38%38%36%36%34%33%32%27%26%26%26%22%14%OntheradioOnTVAtthemovies/cinemaDirectly

inthestoreInprintedmagazinesandjournalsInprinteddailynewspapersOnadvertising

By

mailshot

/spacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

websites

orapps

have

you