麦肯锡 -注意注意力缺口：抢占英国消费者注意力之战 Mind the attention gap Winning the battle for UK consumer attention

December2025

McKinsey

&Company

Technology,Media&TelecommunicationsPractice

Mindtheattentiongap:

WinningthebattleforUKconsumerattention

UKconsumerswatchhoursofcontentdaily.Butinanincreasingly

fragmentedmediamarket,companiesthattrulyunderstandthevalueofattentionaremostlikelytogetahead.

byAndrewGoodman,BogdanToma,andJamieVickers

withVictóriaLei

Successinthemediaindustryhaslongbeendefinedbyquantity,orhowmanyhourspeoplespendconsumingcontent.Yetnotallconsumptioniscreatedequal.Anadditionalcritical

elementthattodaydeterminesmediasuccessandtheabilitytoturnconsumptionintorevenueisthequalityofaconsumer’sattention.

Earlierthisyear,westudiedthepivotalroleattentionplaysinmonetisingconsumptionglobally.1Andwinningthebattlefortrueconsumerattention,definedbyfocusandintent,isalsocriticalintheUnitedKingdom,wheremonetisationvarieswidelyacrossmediaformats.Streamed,free,

andpaidTVplaythemostimportantroleintheeverydaylifeofUKconsumers,2andthere’svaluetobecapturedforcontentcreatorsanddistributors,advertisers,andretailmedia

networksabletocommandhigher-qualityattention.

ThisarticleexaminesthestateofattentionandmonetisationintheUKmediaindustry,

supportedbythelatestfindingsonconsumersentiment.Forthecountry’smediastakeholders,theimplicationsareclear:Consumerfocusandintentareleverstooptimisemarketingmix,driveresonance,andlearnfromunderservedarenas.Intoday’sincreasinglyfragmentedmedia

environment,it’snotenoughtosimplyfindconsumers—youneedtounderstandhowtocapturetheirattentionacrossmediums.

Introducingtheattentionequation:Notallattentioniscreatedequal

Whilethesheervolumeanddiversityofcontentvyingforourattentioncontinuetoincrease,3theamountoftimewespendconsumingcontenthasslowed:Sincepeakingatanaverageof

approximatelytento11hoursperdayin2020,mediaconsumptionintheUnitedKingdomhasplateaued.4Thisimbalancebetweencontentsupplyandtime-limiteddemandmakesthebattletomonetiseconsumptionfierceandcomplex.Andwhilethesimplestmeasurementishowlongconsumersspendwithspecificcontentandwhere,thatmissesthefullstoryonconsumer

attention.Forexample,howshouldwethinkabouttherelativevalueofanhourspentata

sportingevent,atanamusementpark,orwatchingcontentonasocialvideoplatform,andwhatexplainsthisdifference?

That’swhatwesoughttodeterminethroughanin-depthsurveyof7,000consumersworldwide,includingarepresentativesampleof997intheUnitedKingdom.Ourresearchfoundthatonly

two-thirdsofthevarianceinmonetisationacrossmediumsisexplainedbytraditional

commercialfactorssuchasconsumervalue,platformsophistication,andindustrystructure(collectively,thecommercialquotient).Theotherthirdisdrivenbythequalityofconsumers’attention,ortheattentionquotient,measuredbytheirfocusandintent(Exhibit1).The

relationshipiscapturedinwhatwecallthe“attentionequation”(formoreonthesurvey,seesidebar“Abouttheresearch”).

Theattentionquotientconsistsoftwoprimarycomponents:consumers’leveloffocus,andtheirintent(the“jobtobedone,”orwhytheyareconsumingthecontent).

1KabirAhuja,MarcBrodherson,JamieVickers,andJordanBank,The‘attentionequation’:Winningtherightbattlesforconsumerattention,McKinsey,June10,2025.

2McKinseyUKConsumerAttentionSurvey2024(n=997).

3Forexample,thecumulativecataloguehoursavailableacrossbroadcastervideoondemandintheUnitedKingdomincreasedby

47percentfrom2022to2024.MediaNations,UK2024,Ofcom,July31,2024.

4EmarketerForecast,May2025,ages18andolder,includesalltimespentwitheachmedium,regardlessofmultitasking.

Mindtheattentiongap:WinningthebattleforUKconsumerattention2

Mindtheattentiongap:WinningthebattleforUKconsumerattention3

Exhibit1

Consumerfocus,orhowactivelyconsumersengagewithcontent,variesacrossmediatypes.In-personexperiencesgeneratethehighestleveloffocus,similartobooks(bothdigitaland

physical)andconsoleandPCgaming.Ourresearchfoundthatthemorefocusedconsumersare,themorelikelytheyaretospend.

Consumerintent—whatconsumershopetogetfromthecontenttheyconsume—typicallyfallsintooneoffivecategories,listedherefrommosttoleastvaluable5:

—“ToenjoysomethingthatIlove.”In-personexperiencessuchasliveconcertsandsporting

eventsdominatethiscategory,whichalsoincludesphysicalbooksanddigitalmusic.

—“Foreducationandinformation.”Thisistheprimaryintentofconsumingnewspapers,magazines,andpodcasts.

5Twoadditional“jobstobedone”weremeasuredinthesurvey,buttheyweren’ttheprimaryorsecondaryjobforanymedium:“forinspirationandmotivation”(audiobooks,short-formsocialvideo,anddigitalmusicsometimesfillthisrole,albeittoasmalldegree)and“toinformapurchase”(newspapers,magazines,andInstagramreelsandTikTokoccasionallyfillthisrole).

Mindtheattentiongap:WinningthebattleforUKconsumerattention4

—“Forsocialconnection.”Unsurprisingly,socialmediasitesdominatehere.

—“Forlightentertainmentandrelaxation.”Consumersturntocabletelevision,video

streaming,socialvideo,andmobileandconsolegamingtomeetthisneed.

—“Forbackgroundambience.”Thisistheprimaryroleofradio.

Abouttheresearch

TheobjectivesofMcKinsey’sglobalresearchweretodeconstructandquantifywhatmakessome

typesofattentionmorevaluable;understandhowandwhyconsumersapproachattentiondifferently;anddetailwinningstrategiestocaptureandmonetiseit.TheobjectiveoftheUK-specificresearch

wastoshinealightonthestateofattentionandmonetisationintheUnitedKingdom’smediaindustryandsurfaceinsightsonUKconsumerbehaviourregardingmediaandstreaming.

McKinseyconductedanin-depthsurveyof7,000consumersacrossBrazil,Germany,India,Japan,SaudiArabia,theUnitedKingdom,andtheUnitedStates.Best-in-classsyndicateddatawas

aggregatedtoassessrevenueandconsumptionacrossattentionarenas,witharegressionmodel

developedusingsurveyinputstopredictmonetisation.IntheUnitedKingdom,surveydatafor997consumerswasusedastheinputintoaregressionmodelandwasaggregatedwithexternaldataonUKplayers.

Moredetails—includingthemethodologybehindconsumersegmentation,consumptionandattentionpatternsacrossgenerations,mediamonetisationpatternsacrosscountries,andconsumerattentionmediums—canbefoundinMcKinsey’sThe‘attentionequation’:Winningtherightbattlesfor

consumerattention.1

Forreference,thisarticleusestheterms“medium”and“mediaarena”interchangeablytorefertoa

distinctformatorchannelthroughwhichconsumersexperiencecontent.“Monetisation”referstothetotalmarketrevenueforamediumpertotalannualhoursofconsumption(sometimesperconsumer).

1KabirAhuja,MarcBrodherson,JamieVickers,andJordanBank,The‘attentionequation’:Winningtherightbattlesforconsumerattention,McKinsey,June10,2025.

Together,thecomponentsofthecommercialandattentionquotientshavesignificantpredictivepowerontotalmonetisation,bothinadvertisingandinnonadvertising.Inparticular,the

attentionequationcanprovideamoreaccurateunderstandingofthevalueofconsumermediamonetisation—explainingvariationsinsuccessofdifferentareasbasedonfocusand

intent—and,inturn,helpidentifywhitespaceforadvertisers,investors,andcontentcreatorsanddistributors.

Mindtheattentiongap:WinningthebattleforUKconsumerattention5

ThefragmentedstateofconsumerattentionintheUnitedKingdom

WhatareUKconsumersfocusedon?Andhowisthemediaindustrymonetisingtheirattention?WefoundthattotalmediaconsumptionintheUnitedKingdomisplateauing,thevolumeand

diversityofcontentareatanall-timehigh,andthereareincreasingwaystoconsumecontent.Butwealsofoundthatconsumptiondoesnotnecessarilydriveproportionalrevenueorprofits,andtherearevastdifferencesintheabilityofmediumstomonetiseconsumerattention.

TotalmediaconsumptionintheUnitedKingdomisplateauing

MediaconsumptionintheUnitedKingdomgrewsteadilyfrom2011to2020,peakingatan

averageof634minutesperdayin2020attheheightoftheCOVID-19pandemic.6Butithas

sinceplateauedandisevenforecasttomarginallydecline,drivenbyreturn-to-officemandatesforconsumersandareductionintimespentwithtraditionalmedia.Withfinitehoursinaday,

thissuggeststhatconsumersareapproachingtimelimitstocontentconsumption.Interestingly,theoveralllevelatwhichUKconsumptionhasplateauedisabouttwohoursadaylowerthanintheUnitedStates.ThisislikelyduetothegreatermaturityoftheUSmarket,whichoperatesaspartofalargermediaecosystemwithagreaternumberofplatformsandcontentoptionsduetosheerscale.Atabehaviourallevel,USusersconsumemoredigitalvideoonsocialmedia

platformsthanthoseintheUnitedKingdom,whoengagemorewithtext.VideocommerceandlivestreamarealsomorematureintheUnitedStates(formoredifferences,seesidebar“The

UnitedStatesconsumesmore,andmonetisesbetter,thantheUnitedKingdom”).7

UKconsumershavemorecontent—andmorewaystoaccessit—thanever

UKconsumersareconfrontedbyevermorecontentaswellasmorewaystoaccessit(oftenatthesametime),whichfragmentsconsumerattentionbetweeneverythingfromshort-formandlong-formvideotoeventlivestreams,podcasts,andmanymore.Thegrowthindiversityand

volumeisdriveninpartbyashifttodigital:IntheUnitedKingdom,digitalmediumsin2011

accountedfor29percentofdailytimespentwithmedia;in2024,theyaccountedforabout65percent.8Consumersarealsoincreasinglycreatingtheirowncontent,andtimespentwithuser-generatedcontentintheUnitedKingdomjumpedfromabout16percentin2018to27percentin2024.9

6EmarketerForecast,May2025,ages18andolder,includesalltimespentwitheachmedium,regardlessofmultitasking.

7EmarketerForecast,May2025,ages18andolder,includesalltimespentwitheachmedium,regardlessofmultitasking.

8EmarketerForecast,May2025,ages18andolder,includesalltimespentwitheachmedium,regardlessofmultitasking.

9McKinseyanalysisbasedonEmarketerandOfcomMediaNationsdata.

Mindtheattentiongap:WinningthebattleforUKconsumerattention6

TheUnitedStatesconsumesmore,andmonetisesbetter,thantheUnitedKingdom

WhilemediaconsumptionintheUnitedKingdomisinmanywayssimilartothatoftheUnited

States,severaldifferencesemergeacrossconsumerbehaviourandmonetisation:UKaudiences

consumeabouttwofewerhoursofcontentdailythantheirUScounterparts,1withthelargestgap

seenindigitalvideo—fueledbyhigherengagementamongUSsocial-videoviewersandoverallhigheradoptionofvideo-heavysocialmediaplatforms.Asimilartrendisevidentwithstreamingvideoon

demand(VOD)andadvertising-basedVOD,whichUSviewersconsume,onaverage,approximatelyonehourmoreperdaythanUKviewers.

Inaddition,theindustryalsomonetisesconsumerhourslesseffectivelyintheUnitedKingdomthanintheUnitedStates.2Mediaconsumptiongeneratesaveragerevenuesof$3.33perhourintheUnitedKingdomand$4.56intheUnitedStates—asignificantdifference.3Inotherwords,theUnitedStatesnotonlycommandsmoreconsumertimebutalsoextractsgreatervaluefromeachhourspent.

Atamarketlevel,thegapbetweentheUnitedKingdomandtheUnitedStatesreflectsbothstructuralandculturaldifferences.Structurally,withapopulationofabout343million,nearlyfivetimesthe

UnitedKingdom’s69million,4thescaleintheUnitedStatesisdecisive:theUnitedStatesoffersafarlargeraudiencebaseandmoreopportunitiesforpaidadvertisingacrossmultipleplatforms.Coupledwithhigherconsumerspendingpowerandlooserregulation,thisdrivesgreaterrevenueperhourofmedia.Bycontrast,theUnitedKingdom’sstricteradvertisinglimitsandfree-to-airmandates(for

example,manyofthe“big”sportsthatdrivemassaudiencesareonfreetoairservicesintheUnitedKingdomratherthanpay-per-view,asintheUnitedStates)constrainmonetisation.Culturally,Britishaudiencesaremoreresistanttoheavyadvertisingloads,maintainingapreferenceforfreeorpubliclyfundedmedia.

Atthelevelofattentionarenas,severalnotabledifferencesbetweenmonetisationintheUnitedStatesandtheUnitedKingdomstandout:

—Audio,particularlypodcasts,showsthelargestgap,withmonetisation2.7timeslowerinthe

UnitedKingdomthanintheUnitedStates.ThisreflectstherelativeimmaturityoftheUKpodcastmarketasanadvertisingchannel,representingonly0.3percentoftotaldigitaladvertisingspendversus0.8percentintheUnitedStates.5

—Amusementparksalsoshowasubstantialdivergence,withUKmonetisation2.3timeslowerthanthatoftheUnitedStates,largelybecausetheUnitedStateshasmoreandlarger“megaparks”

thantheUnitedKingdom.6

1Emarketer.

2McKinseyanalysisofEmarketer;Globaladforecast,MAGNA,June16,2025;Globalconsumermediausageforecast2025-2029,PQMedia,April2025;Globaltelecomandentertainment&mediaoutlook2025–2029,PwC,July2025;andOmdia.

3McKinseyanalysisofEmarketer;Globaladforecast,MAGNA,June16,2025;Globalconsumermediausageforecast

2025-2029,PQMedia,April2025;Globaltelecomandentertainment&mediaoutlook2025–2029,PwC,July2025;andOmdia.

4“U.S.andworldpopulationclock,”USCensusBureau,accessedNovember6,2025;“PopulationestimatesfortheUK,England,Wales,ScotlandandNorthernIreland:mid-2024,”OfficeforNationalStatistics,September26,2025.

5Globaltelecomandentertainment&mediaoutlook2025–2029,PwC,July2025.

6McKinseyanalysisofEmarketer;Globaladforecast,MAGNA,June16,2025;Globalconsumermediausageforecast

2025-2029,PQMedia,April2025;Globaltelecomandentertainment&mediaoutlook2025–2029,PwC,July2025;andOmdia.

Mindtheattentiongap:WinningthebattleforUKconsumerattention7

Consumerattentionisalsobeingfragmentedacrossanincreasingnumberofdevicesto

consumecontenton,oftensimultaneously.Forinstance,threemediums(TV,radio,anddesktop)accountedfor87percentofmediausagein2011;by2027,thetopthreemediums(smartphone,TV,anddesktop)areexpectedtomakeuponly65percentoftimespent.Meanwhile,83percentofGenZersand79percentofmillennialsusevariousmediumssimultaneouslywhileconsumingstreamingvideo.10Fragmentationofconsumerattention—throughfurtherdiversityincontent

andmeansofconsumption—maybefurtheramplifiedbytheriseofAI-createdcontentandAI-enableddevices.

Consumptionalonedoesnotnecessarilydriverevenueorprofits

IntheUnitedKingdom,consumptionaloneisnotindicativeofmonetisation.Whilelive

viewing—definedassportingevents,livemusic,amusementparks,andtheatrical

video—generates21percentofmarketrevenue,itmakesuplessthan1percentofthe274

billionhoursofcontentconsumedannually.Incontrast,audiostreamingmakesup28percentofconsumerhoursbutonly5percentofmarketrevenue.11OurresearchfoundthatgrowthintimespentconsumingdigitalcontentintheUnitedKingdomisn’tnecessarilyexpectedtodrive

proportionalrevenuegrowth(Exhibit2).

Oftheprimarymediaarenasweanalysedthatarevyingforconsumers’attentionintheUnitedKingdom,thevalueofconsumptionperhourrangedfromhighsof$10to$29forsportsevents,livemusic,andamusementparkstolowsofabout$0.09to$0.02foraudiobooks,digitalmusic,radio,andpodcasts.12

Despitealltheexcitementabouttheemergenceofdigitalmediums,theabilityofliveeventstodriverevenueandprofitsisstriking.Livesportsevents,themosteffectivemediumintheUnitedKingdom,generatemorethan1,400timestherevenueperhourofconsumptionthanpodcasts,underscoringvastdifferencesintheabilityofmediumstomonetisethehoursconsumersspend(Exhibit3).13

Livesports,livemusic,amusementparks,PCandconsolegames,theatricalvideo,andlinear

videositontheefficient-monetisationfrontier(Exhibit4).14Thesearenasgeneratemorerevenueperhourofengagementthananyotherswithcomparablelevelsofconsumption.

Whileseverallegacymediatypessitonornearthefrontier,theirdeclininggrowthin

monetisationperhoursuggeststhattheirefficiencyisatrisk.Incontrast,mostdigitalmedia

10Emarketer;McKinseyanalysis.

11McKinseyanalysisofEmarketer;Globaladforecast,MAGNA,June16,2025;Globalconsumermediausageforecast2025-2029,PQMedia,April2025;Globaltelecomandentertainment&mediaoutlook2025–2029,PwC,July2025;andOmdia.

12McKinseyanalysisofEmarketer;Globalconsumermediausageforecast2025-2029,PQMedia,April2025;Globaltelecomandentertainment&mediaoutlook2025–2029,PwC,July2025;MAGNA(June2025update);andOmdia.

13McKinseyanalysisofEmarketer;Globalconsumermediausageforecast2025-2029,PQMedia,April2025;Globaltelecomandentertainment&mediaoutlook2025–2029,PwC,July2025;MAGNA(June2025update);andOmdia.

14Anefficient-monetisationfrontiercomprisesactivitiesthatmaximiseanoutputforagivenlevelofinputsorconstraints.Forconsumerattentionmediums,itrepresentsthehighestlevelofmonetisationforanygivenlevelofconsumption.

Mindtheattentiongap:WinningthebattleforUKconsumerattention8

Exhibit2

formatsremainbelowthefrontier—indicatinguntappedpotentialtoimprovemonetisation

efficiency.Socialvideostandsout,however,withprojectedgrowthofmorethan5percent

annuallythrough2028,suggestingthatitmaybeapproachingtheefficient-monetisation

frontier.Tocontinueadvancing,digitalmediawillneedtonotonlycontinuecapturingconsumerhoursbutalsoenhanceitsabilitytomonetisetimespent.Achievingthiswillrequireadeeper

understandingofconsumerattention.

Exhibit3

Mindtheattentiongap:WinningthebattleforUKconsumerattention9

Exhibit4

Mindtheattentiongap:WinningthebattleforUKconsumerattention10

Mindtheattentiongap:WinningthebattleforUKconsumerattention11

Theattentionequation’sexplanatorypowerintheUnitedKingdom

ApplyingtheattentionequationtotheUnitedKingdomprovidessignificantinsightinto

disparitiesbetweenconsumptionandmonetisation.Takingthequalityofattentionintoaccountexplains74percentofthevariabilityinmonetisationofnonlivearenasandimprovestheabilitytopredictmonetisationperhour,narrowinggapsinunderstandingwhytimespentconsumingmediadoesnotdirectlypredictmonetisation(Exhibit5).

Theattentionequationalsopresentsanopportunitytoidentifyandexplorewhitespacein

monetisationacrossdifferentarenas.Forinstance,anattentionequationestimateofvalue

higherthanitsactualvaluetodaymayimplythatamediumisundermonetised,andthatrevenuecanorwillacceleratewithrespecttoconsumption.

Exhibit5

Mindtheattentiongap:WinningthebattleforUKconsumerattention12

TVleadingconsumptionwhilestreamingleadsinvalue

OftheapproximatelytenhoursUKconsumersspendwithmediaperday,TVremainsthesinglelargestcategory,accountingforanaverageofonehourand57minutes(19percent)ofdaily

consumption(Exhibit6).15

Exhibit6

Streamingvideo,free-to-airTV,andpaidTVconsistentlyrankasthemostinfluentialinthe

everydaylivesofUKconsumers(Exhibit7).Streamingvideoleadsdecisively,withthehighestinfluencescoreamongallmedia(aweightedaverageof1.1516).FreeandpaidTVranksecondandthird,whilesocialvideoandnonvideoremainjustbehind,underscoringthecontinued

importanceoflonger-formcontenttoeverydaylivesofUKconsumers.

15EmarketerForecast,May2025,ages18andolder,includesalltimespentwitheachmedium,regardlessofmultitasking.

16Calculatedbytakingaweightedaverageacrossranks1through3oftheshareofrespondentsrankingeachmediumbyinfluence(ahigherscoreisbetter,withrank:1=3points,2=2points,and3=1point).

Mindtheattentiongap:WinningthebattleforUKconsumerattention13

Streamingvideoalsostandsoutasthemostvaluedformofmedia;some15percentof

consumerssayitsremovalfromtheirliveswouldupsetthem,morethanforanyother

medium.17Togetherwithsocialvideo(13percent)andfree-to-airTV(12percent),thesetop

threevideo-basedformatsaccountforapproximately40percentofconsumers’strongest

mediaattachments,reflectingtheircentralroleintheUKconsumers’patternsofconsumption.

Deepdive:AttentiondrivesperformanceamongUKstreamers

Whiletheattentionequationisapowerfulframeworkforanalysingmonetisationacrossmediaarenas,itcanalsorevealperformancegapsbetweenplayers.Asthemediaarenawiththemostinfluenceinday-to-daylivesofUKconsumers,streamingvideoillustratesthiswell.

Fourmainarchetypesemergewithinthestreaminglandscape(Exhibit8),basedonglobalversuslocalreachandcontentfocus:

—GlobalmainstreamersareglobalentertainmentleaderswiththelargestUKsubscriberbasesandhighestcustomerrecommendationscores,leveragingbrandstrengthand

extensive,multigenrecontentlibraries.

—BritishcorestreamersareUK-basedplatformsofferingmixedprogrammingthroughfreeorhybridmodels;whileaccessible,withmoderatesubscriptionlevels,theyhaveweaker

customerrecommendationscores.

—Subculturestreamersareglobalplayersofferingcurated,high-qualitycontentfordiscerningaudiences,oftenwithsmallsubscriberpools.

—“Sportsverse”streamersarespecialist,sports-focusedplatformsdedicatedtoliveandon-demandsportscoveragewithanichesubscriberbasebuthighcustomer

recommendationscores.

—Freestreamersaread-supportedorfree-accessplatformswithlimitedsubscriptionpenetrationandlowrecommendationscores.

Theattentionequationframeworkhighlightstheexplanatorypoweroftheattentionquotientinunderstandingmonetisation.IntheUnitedKingdom,attentionqualityisapredictorofvalue

acrossstreamingplatforms.Ouranalysisfoundthatsubscriberlifetimevalue(LTV)fortop

streamingservicesintheUnitedKingdomishighlycorrelatedwiththefactorsoftheattentionquotient(Exhibit9).Theseresultssuggestthatplatformsofferingmorefocused,intentional

mediaconsumptionopportunitiesextractgreaterLTV.

17McKinseyUKConsumerAttentionSurvey2024(n=997).Surveyquestion:“Whichformofmediawouldyoubemostupsetaboutifitwasremovedfromyourlifecompletely?”

Mindtheattentiongap:WinningthebattleforUKconsumerattention14

Exhibit7

Exhibit8

Mindtheattentiongap:WinningthebattleforUKconsumerattention15

AcrossUKstreamingarchetypes,apatternemerges.Ingeneral,sportsversestreamersdeliver

thehighestlevelsoffocusandintentbecausetheygiveviewerstheopportunitytoengagewithlive,compellingevents.Indeed,morethantwo-thirdsofviewersreportedveryhighlevelsof

engagementwhenconsumingthiscontent.ThisintensityofattentionenablestheseplatformstocommanduptotwicethesubscriberLTVofmoregeneralstreamingservices.Global

mainstreamersareclustered,sustainingsolidmoderatefocusandintent,whilesubculture

streamerscommandhigherintentthanfocusandarelesssuccessfulinextractingvalue.

Becauseoftheirbusinessmodel,freestreamingplatformsdon’tcommandLTV,butconsumersreportengagingwiththeircontentwiththelowestlevelsoffocus,approximatelyhalfthatof

sportsversewatchers.

Exhibit9

Mindtheattentiongap:WinningthebattleforUKconsumerattention16

Customerrecommendationscoresandfocusmaybepartiallydrivenbyefficacyofcontent

recommendations,accordingtooursurveyofUKconsumers.Ingeneral,UKconsumersreportthatglobalmainstreamersandsportsversestreamersofferthemosteffectivecontent

suggestionstosubscribers.Thisisunderstandablegiventhematurerecommendationenginesoftheglobalplayersandthenichecontentpositioningofsportsversestreamers.Meanwhile,subscriberstoBritishcorestreamersandfreestreamersreportlowersatisfactionwith

contentsuggestions,whichlikelycontributestolowercustomerrecommendationscoresandfocus.

Mindtheattentiongap:WinningthebattleforUKconsumerattention17

Interestingly,therelationshipbetweenoverallcustomersatisfactionandretentionismixed.

Despitecommandinghighcustomerrecommendationscoresandsatisfactionwithcontent

suggestions,sportsversestreamersandglobalmainstreamersrecordthehighestreported

churnintent(Exhibit10).Thislikelyreflectshigherpackagepricepointsandsubscription

patternstiedtospecificsportingeventsorcinematicreleases.Conversely,UK-nativestreamersshowlowerchurnpropensity,likelyduetostructuralfactorssuchasfree-to-watchmodelsafterlogin.Thissuggeststhatchurndynamicsinthisarchetypeareshapedmorebybusinessmodelandpricingstrategiesthanbyfocusorcustomerrecommendationscores.

ForUKmediaplayers,attentionisanewperformancelever

Consumerattentionisincreasinglyfragmentedasaudiencesgrapplewithadelugeofcontentvolume,diversity,andmediums.Asimplemeasurementofthenumberofconsumersandtimespentisacriticalmetric—butalsoabluntinstrument.It’sthequalityofattentionthatmakesthedifference,andstrategiesdrivenbycapturingthefocusandintentofconsumerscanbreak

throughanddrivevalue.

Ourresearchonconsumerattentioncanhelpawiderangeofparticipantsfromacrossthe

medialandscapemoreeffectivelyapproachtheirbiggestdecisionsandtoughestpainpoints.

Forcreatorsanddistributors

Creatorsanddistributors(suchasIPowners,musiciansandauthors,publishersandvideo

platforms,andfilm,TV,andlive-eventproducers)canusetheattentionequationtosharpenhowtheyproduceandpresentcontentacrossanincreasinglyfragmented