机构研究报告-西班牙视频直播服务用户分析报告：Dailymotion Games-外文版培训课件2024.7,temu

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，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSVideo

live

streaming

services:Dailymotion

Games

followers

inSpainConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofDailymotion

Games

followers

inSpain:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

Dailymotion

Games

followers

in

Spain(’’brandusers’’)

againstSpanishvideo

livestreamingsiteusers

ingeneral

(’’category

users’’),

andtheoverallSpanishconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Spain)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsDailymotion

Games

is

the

sixth

most

used

video

live

streaming

service

in

Spainwith

YouTube

Live

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

videolivestreamingservicesinSpainYouTube

LiveTwitch67%48%Facebook

LiveSteamTV39%11%10%Gaming

TVDailymotion

GamesVimeo

LivestreamBigo

Live7%6%5%5%YouNowDLive5%4Notes:"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=1,244

video

live

streaming

site

usersConsumer

Insights

Global

as

of

June

2024Sources:Dailymotion

Games

followers

in

SpainManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsDailymotion

Games

ismore

popularamong

Millennials

thanother

video

livestreaming

services.Tradition

ismore

important

toDailymotion

Games

followers

than

toother

video

livestreaming

siteusers.Itstands

out

that30%

ofDailymotionGames

followers

don’tmindwhencompanies

usetheirpersonal

data

foradvertising.LinkedInismore

popularamongDailymotion

Games

followers

thantheaverage

videolive

streaming

site

user.54%

ofDailymotion

Games

followersaremale.Career

and

education

are

relativelyprevalent

interests

of

DailymotionGames

followers.Dailymotion

Games

followersremember

seeing

adson

websites

andappsofbrandsandproducts

moreoften

than

other

video

livestreamingsiteusers.25%

ofDailymotion

Games

followersareearly

adopters,

when

itcomes

toinnovation.Dailymotion

Games

has

alarger

shareof

followers

with

ahigh

income

thanother

video

livestreaming

services.Carsor

vehicles

are

relatively

popularhobbiesamong

Dailymotion

Gamesfollowers.Arelatively

highshare

ofDailymotionGames

followers

think

thatimmigrationisanissuethatneedstobeaddressed.Dailymotion

Games

followers

aremorelikely

to

liveinlarge

citiesthanvideo

livestreaming

siteusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Dailymotion

Games

is

more

popular

among

Millennials

than

other

video

livestreaming

servicesDemographic

profile:

generationsAgeof

consumersinSpainBrand

users25%46%24%5%Category

usersAllrespondents21%38%34%7%18%33%41%9%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=87

Dailymotion

Gamesfollowers,

n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsSources:Consumer

Insights

Global

as

of

June

202454%

of

Dailymotion

Games

followers

are

maleDemographic

profile:

genderGenderofconsumersinSpainBrand

users54%52%46%48%Category

usersAllrespondents49%51%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";

Multi

Pick;Base:n=87

Dailymotion

Gamesfollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Dailymotion

Games

followers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSpain39%31%30%24%

24%16%15%15%15%14%13%12%11%11%8%6%5%3%3%2%

2%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=87

Dailymotion

Gamesfollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:Dailymotion

Games

has

a

larger

share

of

followers

with

a

high

income

thanother

video

live

streaming

servicesDemographic

profile:

incomeShare

ofconsumersinSpain

inthehigh,

middle,

andlow

thirdsofmonthly

household

gross

incomeBrand

users46%30%24%Category

usersAllrespondents35%33%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=87

Dailymotion

Gamesfollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

video

live

streaming

site

users,

Dailymotion

Games

followersare

relatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSpain

live41%34%34%25%24%23%18%16%11%10%10%9%9%8%7%5%

4%Other3%3%

3%Multi-generationalfamily1%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=87

Dailymotion

Gamesfollowers,n=1,244

video

live

streaming

site

users,

n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Dailymotion

Games

followers

are

more

likely

to

live

in

largecities

than

video

livestreaming

site

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSpain40%35%33%30%26%25%18%17%17%16%14%10%7%7%6%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=87

Dailymotion

Gamesfollowers,

n=1,244

video

livestreaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

202418%

of

Dailymotion

Games

followers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSpainBrand

users18%78%3%3%4%Category

usersAllrespondents9%87%7%89%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=87

Dailymotion

Gamesfollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedTradition

ismore

important

to

Dailymotion

Games

followers

than

to

other

videolive

streaming

site

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSpain59%58%52%52%50%45%31%32%

35%30%33%34%31%28%30%30%28%27%26%24%20%22%19%24%21%17%15%14%7%

7%Anhonest

andrespectable

lifeAhappyrelationshipLearningnew

thingsMaking

myown

decisionsTobesuccessfulSafety

andsecurityAdvancingmy

careerHavingagood

timeSocial

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=87

Dailymotion

Gamesfollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Career

and

education

are

relativelyprevalent

interests

of

Dailymotion

GamesfollowersConsumer

lifestyle:

main

interestsTop10

interestsofDailymotion

Gamesfollowers

inSpain67%58%56%51%50%55%55%51%45%48%46%46%40%44%44%43%42%38%41%40%34%39%39%35%36%32%28%27%23%16%TravelFood

&diningHealth

&fitnessMovies,TVshows&musicFinance&economySportsCareer

&educationFashion&beautyScience

&technologyGaming

&eSportsBrand

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=87

Dailymotion

Gamesfollowers,

n=1,244

video

livestreaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Cars

or

vehicles

are

relatively

popular

hobbies

among

Dailymotion

GamesfollowersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofDailymotion

Gamesfollowers

inSpain58%57%54%46%48%

49%44%46%

43%40%46%45%

44%40%43%43%43%40%40%

40%32%38%35%39%37%33%36%35%26%22%TravelingCooking/bakingOutdooractivitiesSocializingReadingDoing

sportsandfitnessPetsVideo

gamingCars/vehiclesShoppingBrand

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=87

Dailymotion

Gamesfollowers,n=1,244

videolive

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Dailymotion

Games

followers

are

more

likely

to

go

cycling

than

other

video

livestreaming

site

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofDailymotion

Games

followers

inSpain25%24%24%24%23%21%21%21%20%20%19%18%18%17%16%14%13%13%13%13%12%11%11%10%10%9%9%7%7%5%CyclingHikingBasketballSoccerFitness,aerobics,

cardioRunning/joggingYoga

/pilatesTennisDancingSwimming/DivingBrand

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=51

Dailymotion

Gamesfollowers,n=716

video

live

streaming

site

users,n=6,647

all

respondentsConsumer

Insights

Global

as

of

June

2024Dailymotion

Games

followers

are

more

likely

to

follow

American

football

thanother

video

live

streaming

site

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byDailymotion

Games

followers

inSpain40%35%32%26%24%20%24%21%20%16%15%13%13%11%11%11%11%10%9%9%8%6%6%6%6%6%5%5%4%3%SoccerBasketballTennisMotorsportsAmericanfootballAthletics(track&

field)CyclingBoxingMixedMartial

ArtsHandballBrand

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=35

Dailymotion

Gamesfollowers,n=569

video

live

streaming

site

users,n=5,061

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineadvertising•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

30%

of

Dailymotion

Games

followers

don’t

mind

whencompanies

use

their

personal

data

for

advertisingConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainSpain55%54%50%39%32%30%30%28%22%21%20%16%16%10%8%Idon’tmindadvertising

ifIgetIamexcited

aboutusing

Ihaveboughtproductsthemetaverse

because

celebrities

orIdon’tmind

whencompanies

usemy

personal

dataforadvertisingIoften

havedifficultydistinguishingadvertising

from

contentfree

content

inreturn

(immersive

virtualworld)

influencers

advertisedthemBrand

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=87

Dailymotion

Gamesfollowers,n=1,244

video

livestreaming

site

users,n=2,030

all

respondentsConsumer

Insights

Global

as

of

June

202425%

of

Dailymotion

Games

followers

are

early

adopters,

whenit

comes

toinnovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSpain40%39%39%32%31%25%18%18%17%14%13%10%2%1%0%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=87

DailymotionGamesfollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Dailymotion

Games

followers

think

that

immigration

isan

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Spain

accordingtoDailymotion

Games

followers59%56%60%60%58%49%51%57%55%55%54%52%52%49%44%46%46%38%41%39%44%37%42%41%40%37%34%39%37%36%UnemploymentEducationHealth

andsocial

securityRising

prices/inflation/cost

of

livingEconomicsituationHousingImmigration

ClimatechangePovertyCrimeBrand

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=87

Dailymotion

Gamesfollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Dailymotion

Games

followers

tend

to

have

more

left

leaning

political

views

thanother

video

live

streaming

site

usersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSpainBrand

users40%21%32%29%7%Category

usersAllrespondents33%30%9%34%28%26%12%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=87

Dailymotion

Gamesfollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLinkedIn

is

more

popular

among

Dailymotion

Games

followers

than

the

averagevideo

live

streaming

site

userMarketing

touchpoints:social

media

usageSocial

mediausageinSpain

by

brand81%76%66%75%

73%68%75%74%58%50%55%45%45%40%32%40%26%35%34%30%25%22%21%20%7%19%15%13%8%4%Facebook

Instagram

YouTubeTikTokX(Twitter)LinkedInTwitchSnapchatRedditBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";MultiPick;Base:n=20

Dailymotion

Gamesfollowers,n=308

video

live

streaming

site

users,n=3033

all

respondentsConsumer

Insights

Global

as

of

June

2024Dailymotion

Games

followers

tend

to

read

daily

newspapers

more

often

thanvideo

live

streaming

site

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSpain

havebeen

using

inthe

past

4weeks84%

85%82%80%79%77%70%76%69%67%58%59%57%55%

55%54%

54%

54%49%47%33%45%37%45%41%31%36%29%29%26%16%8%6%Movies

/cinemaTVDigitalvideocontentRadioPodcastsDigitalmusic

OnlinenewsDailynewspapersOnlinemagazinesMagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents27

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=87

Dailymotion

Gamesfollowers,

n=1,244video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Dailymotion

Games

followers

remember

seeing

ads

on

websites

and

apps

ofbrands

and

products

more

often

than

other

video

live

streaming

site

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereDailymotion

Gamesfollowers

inSpain

havecome

across

digitaladvertisinginthepast4weeks54%52%47%45%44%45%41%41%40%37%37%37%36%36%35%34%30%30%29%29%28%28%26%25%23%22%20%15%15%10%Video

streaming

Social

mediaservicesVideo

portalsWebsitesandappsof

brandsVideo

gamesOnlinestores

Searchengines

MusicportalsPodcastsBlogs/forumsBrand

usersCategory

usersAllrespondents28

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=87

Dailymotion

Gamesfollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Dailymotion

Games

followers

remember

ads

they

saw

in/at

the

movies/cinemamore

often

than

other

video

live

streaming

site

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSpainhave

come

across

non-digital

advertisinginthepast4weeks64%

64%57%48%40%29%39%39%31%38%38%38%37%33%32%31%31%21%31%26%21%21%18%18%OnTVDirectly

inthestoreAtthemovies

OnadvertisingOntheradioBy

mailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournals/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=87

DailymotionGamesfollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunder