德国视频直播网站Afreeca TV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:Afreeca

TV

followers

in

GermanyConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAfreeca

TVfollowers

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

Afreeca

TVfollowers

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

insightsAfreecaTV

ranks

outside

the

top

10

of

most

used

video

live

streaming

servicesin

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:AfreecaTV

followers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAfreeca

TVismore

popularamongMillennials

thanother

video

livestreaming

services.Success

and

career

advancement

arerelatively

important

to

Afreeca

TVfollowers.Itstands

out

that33%

ofAfreeca

TVfollowers

often

havedifficultydistinguishing

advertising

fromcontent.Afreeca

TVfollowers

access

theinternetviaasmartwatch

more

often

thantheaverage

videolive

streaming

site

user.Compared

toothervideo

livestreaming

Gaming

and

eSports

are

relativelyservices,

Afreeca

TVhasarelatively

high

prevalent

interests

of

Afreeca

TV34%

ofAfreeca

TVfollowers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

Afreeca

TVfollowersinteract

with

companies

more

oftenthan

other

video

livestreaming

siteusers.shareof

male

followers.followers.Afreeca

TVhasalarger

shareofMeditation

or

wellness

are

relativelyArelatively

highshare

ofAfreeca

TVfollowers

thinkthatreligious

conflictsareissues

thatneed

to

beaddressed.followers

with

ahighincome

thanother

popularhobbiesamong

Afreeca

TVAfreeca

TVfollowers

remember

seeingadson

blogs

and

forums

more

oftenthan

other

video

livestreaming

siteusers.video

livestreaming

services.followers.Afreeca

TVfollowers

are

more

likely

toliveinlarge

citiesthan

video

livestreaming

siteusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+AfreecaTV

is

more

popular

among

Millennials

than

other

video

live

streamingservicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users28%62%9%

1%Category

usersAllrespondents24%42%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=98,

AfreecaTVfollowers,

n=1528,

video

live

streaming

site

users,n=35994,

allrespondentsSources:Consumer

Insights

Global

as

of

September

2023Compared

to

other

video

live

streaming

services,

Afreeca

TV

has

a

relatively

highshare

of

male

followersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users62%38%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=98,

AfreecaTVfollowers,n=1528,

video

live

streaming

site

users,n=35994,all

respondentsSources:Consumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

AfreecaTV

followers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany31%28%25%23%23%22%22%19%18%16%13%12%11%10%9%7%2%2%

2%1%

1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(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=98,

AfreecaTV

followers,n=1528,video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Sources:AfreecaTV

has

a

larger

share

of

followers

with

a

high

income

than

other

videolive

streaming

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users60%20%20%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=98,

AfreecaTVfollowers,

n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

video

live

streaming

site

users,

Afreeca

TV

followers

arerelatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live51%30%29%26%24%23%22%17%10%10%9%8%7%

7%6%4%4%3%3%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

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=98,

AfreecaTVfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023AfreecaTV

followers

are

more

likely

to

live

in

largecities

than

video

livestreaming

site

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany43%29%26%27%24%22%21%20%16%16%12%12%12%11%7%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=98,

AfreecaTVfollowers,

n=1528,

video

live

streaming

siteusers,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

202312%

of

Afreeca

TV

followers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users12%84%4%Category

usersAllrespondents10%83%8%7%84%9%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=98,

AfreecaTVfollowers,n=1528,

videolive

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

Afreeca

TVfollowersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%48%42%42%40%39%39%38%36%32%31%36%36%34%30%30%29%28%29%27%22%24%24%23%20%20%15%12%11%10%TobesuccessfulAhappyrelationshipSafety

andsecurityMaking

myown

decisionsHavingagood

timeAdvancingmy

careerAnhonest

andrespectable

lifeLearningnew

thingsSocial

justiceTraditionsBrand

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=98,

AfreecaTVfollowers,

n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Gaming

and

eSports

are

relatively

prevalent

interests

of

Afreeca

TV

followersConsumer

lifestyle:

main

interestsTop10

interestsofAfreecaTVfollowers

inGermany50%49%43%43%42%40%39%39%37%36%35%30%35%34%34%32%32%32%30%31%31%31%31%31%29%27%27%25%19%11%Science

&technologySportsFamily

&parentingFood

&diningHistoryCareer

&educationGaming

&eSportsHealth

&fitnessMovies,TVshows&musicPolitics&societyandcurrentworld

eventsBrand

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=98,

AfreecaTVfollowers,

n=1528,

video

livestreaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Meditation

or

wellness

are

relatively

popular

hobbies

among

Afreeca

TVfollowersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAfreecaTVfollowers

inGermany48%47%45%44%40%42%

42%38%38%36%36%36%34%34%34%33%32%

32%31%30%30%29%28%28%28%26%23%20%17%15%OutdooractivitiesSocializingDoing

sportsandfitnessTravelingTech

/computersCars/vehiclesVideo

gamingMeditation/wellnessCooking/bakingPetsBrand

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=98,

AfreecaTVfollowers,n=1528,

video

livestreaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023AfreecaTV

followers

are

more

likely

to

play

American

football

than

other

videolive

streaming

site

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAfreecaTVfollowers

inGermany22%22%20%20%20%20%19%17%18%18%18%17%17%17%18%17%16%16%15%14%13%9%9%9%6%5%3%3%2%2%CyclingAmericanFootball

/FlagFootballBasketballRunning/JoggingBadmintonDancingFitness,aerobics,cardioSwimming/DivingBaseball/SoftballHikingBrand

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=49,

AfreecaTVfollowers,

n=839,video

live

streaming

site

users,n=17984,

all

respondentsConsumer

Insights

Global

as

of

September

2023AfreecaTV

followers

are

more

likely

to

follow

baseball

than

other

video

livestreaming

site

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byAfreecaTVfollowers

inGermany26%24%18%18%18%18%13%13%11%11%11%10%10%10%8%8%8%7%7%6%6%5%4%4%3%3%2%2%1%1%AmericanfootballBaseballBasketballSoccerAthletics(track&field)BoxingCricketCyclingField

hockeyGolfBrand

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=36,

AfreecaTV

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

33%

of

AfreecaTV

followers

often

have

difficulty

distinguishingadvertising

from

contentConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainGermany45%42%41%40%33%33%31%29%25%23%

23%20%19%12%8%Idon’tmindadvertising

ifIgetfree

content

inreturnIhaveboughtproducts

Iuseadblockers

whenIoften

havedifficultydistinguishingadvertising

from

contentIdon’tmind

whencompanies

usemy

personal

dataforadvertisingbecause

celebrities

orinfluencers

advertisedthembrowsing

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=98,

AfreecaTV

followers,n=1528,

video

live

streaming

siteusers,n=5994,

all

respondentsConsumer

Insights

Global

as

of

September

202334%

of

Afreeca

TV

followers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany47%44%37%37%29%25%16%14%13%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=98,

AfreecaTVfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

AfreecaTV

followers

think

that

religious

conflicts

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

AfreecaTVfollowers39%39%37%37%34%33%36%36%35%35%34%33%33%33%32%30%29%28%25%

26%23%23%22%19%21%21%20%21%14%11%Environment

Unemployment

ImmigrationEconomicsituationHealth

andsocial

securityHousingEducationPovertyReligiousconflictsCivilrightsBrand

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=98,

AfreecaTV

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,

Afreeca

TV

followers

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users19%34%40%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=98,

AfreecaTV

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

touchpointsAfreecaTV

followers

access

the

internet

via

a

smartwatch

more

often

than

theaverage

video

live

streaming

site

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet92%91%85%65%

65%

65%63%60%59%56%57%55%55%55%51%50%50%48%44%43%35%33%33%33%27%26%24%SmartphoneLaptopSmart

TVGaming

consoleBrand

usersDesktop

PCSmartwatchTabletStreaming

device

Smart

speakersCategory

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=98,

AfreecaTVfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023On

social

media,

AfreecaTV

followers

interact

with

companies

more

often

thanother

video

live

streaming

site

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype54%

54%48%48%47%43%43%40%40%40%39%36%36%

36%36%35%32%34%34%34%30%29%19%30%29%27%22%16%18%11%12%7%8%3%2%0%Liked

postsbyotherusersLikedcompanypostsPostedpictures/videosFollowedcompaniesSharedcompanypostsCommented

Sentprivateon

posts

messagesFollowedpeoplePosted

texts/statusSharedpostsbyother

usersIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

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=98,

AfreecaTVfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023AfreecaTV

followers

tend

to

go

to

the

movies

more

often

than

video

livestreaming

site

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks79%78%76%67%

66%74%67%64%58%62%56%55%54%53%52%51%47%46%

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

36%36%29%34%22%

18%18%DigitalvideocontentTVMovies

/cinemaRadioDailynewspapersPodcastsMagazinesDigitalmusiccontentOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

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=98,

AfreecaTVfollowers,

n=1528,

video

livestreaming

site

users,n=17900,

all

respondentsConsumer

Insights

Global

as

of

September

2023AfreecaTV

followers

remember

seeing

ads

on

blogs

and

forums

more

oftenthan

other

video

live

streaming

site

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAfreecaTVfollowers

inGermany

havecome

across

digital

advertisinginthepast4weeks51%48%43%42%42%41%40%40%38%38%38%37%37%36%34%33%26%31%31%30%28%28%26%26%24%23%21%19%16%12%Video

portalsNewslettersSearch

engines

Onlinestores

Video

streamingservicesWebsitesandappsof

brandsVideo

gamesBlogs/forumsEditorialwebsitesandappsSocial

mediaBrand

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=98,

AfreecaTVfollowers,n=1528,

video

live

streaming

site

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

202345%

of

Afreeca

TV

followers

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks45%44%40%42%42%36%42%40%40%39%39%38%38%38%36%36%27%

26%34%32%26%26%22%14%OnTVDirectly

inthestoreOntheradioInprinteddailynewspapersBy

mailshot

/

AtthemoviesInprintedmagazinesandjournalsOnadvertisingspacesadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the