Edelman’s eighth annual entertainment study explores how and why people consume and share entertainment. The study’s findings highlight people’s expectations for unprecedented control over their entertainment experiences. The study looks at the U.S., UK and China, and was co-commissioned by Edelman and MATTER, and fielded by Edelman Berland. Learn more: http://edl.mn/edelent

1. ENTERTAINMENT
IN THE ERA OF THE SELFIE
JUNE 12, 2014
Follow @EdelmanPR & @Matter_Inc | Join the conversation: #EdelEnt

2. 2
AUDIENCE
Adults 18-54
HOW MANY
n=4,000
ACCURACY
Margin of Error
= ±1.22% at 95%
confidence interval
WHEN
Data Collection
Occurred
April 2– 16, 2014
HOW
Online Survey Conducted
by Research Firm
Edelman Berland
Eighth Annual Study
ANNUAL
U.S., UK, China, France
COUNTRIES
ABOUT THE STUDY

3. EIGHT YEARS OF RESEARCH –
ENGAGEMENT TAKES CENTER STAGE
2005–2007 2007–2009 2009–2013 2013–Present
Entertainment
“Selfie-Style”
Digital
Entertainment,
Rights and
Technology
Digital
Entertainment
and Technology
Come Play
and Share
Social
Entertainment
Share
This
Gateway to
Individuals
Immediate
Engagement
3

4. ENTERTAINMENT ‘SELFIE-STYLE’
4

5. CONSUMERS WANT TO ENGAGE
5
TALK ABOUT ENTERTAINMENT WITH
FRIENDS, FAMILY OR CO-WORKERS91%
Shown: % Likely
2013 2014 2013 2014 2013 2014
WATCH MORE THAN ONE EPISODE OF
MY FAVORITE TV SHOW IN ONE SITTING
86% 94% 86% 89% 98% 99%
ACCESS ADDITIONAL ONLINE CONTENT
RELATED TO MY ENTERTAINMENT
62% 74% 58% 66% 79% 86%
TRY NEW WAYS TO INTERACT WITH
ENTERTAINMENT
62% 72% 59% 67% 81% 86%
WATCH CONTENT WHILE SIMULTANEOUSLY
USING MY PERSONAL DEVICE TO BUY
MERCHANDISE
49% 60% 45% 49% 75% 77%
Q7 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting?
Q10 Please indicate how likely you would be to engage in the following activities.
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6. BINGE-WATCHING IS MORE FOR PERSONAL
SATISFACTION THAN OUTSIDE PRESSURE
6
Q8 Which of the following describes why you would watch more than one episode of a television show in one sitting? (Asked
of those who have watched more than one episode of a television show in one sitting, n=2,965; Results shown off skip base)
72% 57% 24% 19% 19%KNOW WHAT
HAPPENS NEXT
FEEL CAUGHT UP AVOID HEARING ABOUT
IT BEFORE WATCHING
PARTICIPATE IN
CONVERSATIONS
TO WATCH IT
BEFORE OTHERS
INTERNAL
EXTERNAL
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7. WE ARE ALL MULTI-TASKERS
7
Q15 How likely are you to use multiple devices while watching entertainment content to…? (Asked of those who
always/mostly/sometimes/ rarely use multiple devices, n=2,359; Results shown off skip base)
MULTI-TASK USING ANOTHER
DEVICE UNRELATED TO THE
CONTENT YOU ARE WATCHING
83% 81% 83%
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8. …BUT THERE IS AN OPPORTUNITY FOR BRANDS TO PARTICIPATE
8
Q15 How likely are you to use multiple devices while watching entertainment content to…? (Asked of those who
always/mostly/sometimes/rarely use multiple devices, n=2,864; Results shown off skip base)
DO SOMETHING RELATED TO THE CONTENT 86%
51%
48%
USE AN APP/WEBSITE DESIGNED BY THE
CREATOR OF THE ENTERTAINMENT
CONTENT
USE AN APP/WEBSITE NOT DESIGNED BY THE
CREATOR OF THE ENTERTAINMENT CONTENT
62%
81%
71%

9. MULTI-SCREEN USAGE IS MOST PROMINENT FOR
SPORTS, ENTERTAINMENT EVENTS AND CRISIS
Q16 For which of the following types of content do you use multiple devices while watching entertainment content?
Shown: % Likely
SPORTING EVENT 47% 41%
ENTERTAINMENT EVENT 41% 49%
POLITICAL EVENT 35% 42%
NEW TELEVISION SERIES 32% 41%
NATIONAL CRISIS 36% 39%
NEW MOVIE 23% 38%
THE FIRST EPISODE OF A NEW TV PROGRAM 25% 28%
THE FINAL EPISODE OF A TV PROGRAM 26% 25%
MUSIC CONCERT 19% 27%
9
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10. IN THE U.S., CONSUMERS PUT DOWN THEIR PHONES
WHEN ENTERTAINMENT CONTENT IS EXCITING
10
WHEN CONSUMERS USE ANOTHER DEVICE
13%
18%
21%
66%
44%
46%
WHEN CONSUMERS DO NOT USE ANOTHER DEVICE
N/A
8%
7%
32%
33%
56%
I do not know others who watch the same content
There are no commercial breaks
Content is excitingContent is boring
Watching entertainment with othersWatching entertainment alone
Content is live-broadcast
There are commercial breaks
I know others who watch the same content
Content is live-tweeted
Content is not live-broadcast
Q13 When do you use another device while watching entertainment content? (Asked of those who always/mostly/sometimes/
rarely use multiple devices n=2,666; Results shown off total base)
Q14 When do you NOT use another device while watching entertainment content? (Asked of those who
mostly/sometimes/rarely/never use multiple devices, n=2,666; Results shown off total base)
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11. WHY COMPELLING CONTENT IS IMPORTANT
Actions Taken Over Past 12 Months in Relation to Content…
Q23 Thinking back over the past 12 months, have you taken any of the following actions in relation to entertainment companies
that produce good or engaging content?
Q24 Thinking back over the past 12 months, have you taken any of the following actions in relation to entertainment companies
that produce bad or boring content?
GOOD/ENGAGING CONTENT
53% Recommended to a friend/colleague
41% Paid attention to future content
33% Shared the content with social network
31% Shared positive opinions online
37% Bought products/services
27% Ignored future content
BAD/BORING CONTENT
23% Shared the content with social network
22% Shared negative opinions online
26% Refused to buy products/services
34% Criticized to a friend/colleague
11

12. SHARING IS FUNDAMENTAL TO
TODAY’S ENTERTAINMENT EXPERIENCE

13. EVERY FORM OF CONTENT SOLICITS ENGAGEMENT
13
Q20 How likely are you to use social media to engage when you are doing the following activities?
USER-GENERATED ONLINE VIDEOS 84%
85%
79%
78%
85%
82%
71%
LIVE TV SHOW
SPORTING EVENT
NOT LIVE TV
IMPACT OUTCOME OF TV SHOW
YOUR SOCIAL MEDIA MESSAGE MAY APPEAR ON-SCREEN
FILM IN THEATERS
49%
52%
53%
53%
47%
44%
31%

14. Q17 Generally speaking, how likely are you to use social media to share content about each of the following?
Q18 Generally speaking, how likely are you to use social media to do each of the following?
14
CONSUMERS SHARE ENTERTAINMENT AS OFTEN
AS THEMSELVES, FRIENDS AND FAMILY
Shown: % Likely to share about
Your Family
Local/Regional news
National/World news
Your friends
Yourself
Entertainment Content
67%
+10%
71%
70%
68%
68%
59%
58%
Click to tweet

15. WHY PEOPLE SHARE IN THE U.S.
15
Express own opinions
Q21 Which of the following best represents your view? Please rank your top three responses. When I use social media to share
content about entertainment, I do it mostly... (shown: % top three choice)
56%
Share excitement
about things in my life46%
Help turn others on to the
entertainment content I like30%
27%
Participate in a dialogue, debate
or discussion with people I know
Warn others not to waste
time or money on content
that is not entertaining
22%
Let people know I am
up on the latest thing
14%
Gain more followers/to
add to my network7%
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16. SOCIAL MEDIA CONTINUES TO INSPIRE FEELINGS
OF GLOBAL CONNECTION
16
Q22 Please indicate your level of agreement, when it comes to entertainment content…
“Because of some entertainment
content I’ve seen from all over the
world, I feel humans are more
connected than ever before”
72% 70% 87%
“In the past year, I have
watched/listened to
entertainment in a language that I
do not speak”
47% 48% 77%
“I consider YouTube
a valuable source
of entertainment”
77% 76% 86%
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17. TVS AND LAPTOPS ARE THE TOP ENTERTAINMENT DEVICES,
TABLETS RISE
#1U.S., U.K
#2#5China
#1
17
China
U.S., U.K
#3
#2China
U.S., U.K
#4
#3China
U.K
#5U.S.
Q5 What device do you most often turn to for entertainment? Please rank your top three responses
U.S.,
China
U.K
#5
#4
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18. TV SHOWS TOP CHOICE IN ENTERTAINMENT
Q6 From the list below, what forms of entertainment do you engage with most often?
NOTE: “Sports” added in 2014; “Online videos” changed to “User-generated online videos” in 2014
U.S., U.K.,
China
U.S., U.K.
U.S., U.K., China
U.S., China
#1
#2
#4
#5
18
Click to tweet

19. SPENDING DRIVERS CONTINUE TO EVOLVE

20. 91%
85%
76%
74%
77%
48%
89%
86%
80%
75%
72%
50%
88%
82%
79%
74%
67%
58%
52%
94%
89%
85%
79%
75%
68%
59%
SPENDING DRIVERS
Shown: % Extremely/Somewhat Important
2011
2012
2013
2014
My personal enjoyment of the entertainment
Excellent visual or sound quality of the entertainment
The hours of enjoyment the entertainment will provide
Being able to access the entertainment immediately
Being able to purchase the entertainment easily
Positive reviews from people I know
# of devices with which I can access the entertainment
TO DRIVE PURCHASE, U.S. CONSUMERS WANT MORE
FROM ENTERTAINMENT
20
Q9 Below are some things people might take into consideration when spending money on entertainment. How important are
each of the following things to you, personally, when you are spending money on entertainment content?
Click to tweet

21. 31%
17%
42%
43%
31%
41%
46%
45%
47%
43%
39%
41%
53%
52%
50%
50%
48%
44%
43%
SPENDING DRIVERS
Shown: % Extremely/Somewhat Important
2011
2012
2013
2014
Recommendation from or connection to a brand or
product I like
Positive reviews from professional critics
Popularity of the entertainment
Being able to access the entertainment via “the cloud”
Being one of the first to enjoy new entertainment
Having unrestricted ability to share or make copies of
the entertainment legally
Being one of the first to share about my experience
with the entertainment
AND BRANDS ARE INCREASINGLY INFLUENTIAL,
SO IS BEING THE FIRST
21
Q9 Below are some things people might take into consideration when spending money on entertainment. How important are
each of the following things to you, personally, when you are spending money on entertainment content?

22. SUMMARY
What consumers want from entertainment is reflected in
the selfie era – immediate, engaging them in the moment
and engaging others at their choosing
Binge-viewing continues to escalate and is driven by
internal satisfaction rather than purely social pressures
Companies that are doing well are meeting consumers’
needs in the era of the selfie
22

23. #EdelEnt