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The report also highlights a fact that illustrates the behavior of the Argentine user with respect to this category: the reach in mobile format is 100%. This means that all Internet users who browsed through a mobile device during January 2022 accessed at least one entertainment site.
The importance of digital entertainment in Argentina can be understood when its scope is compared with other online activities. Entertainment (93.9%) outperforms very popular categories such as Social Networks (89.6%), News/Information (91.3%), Retail (83%) and Financial Services (77.7%). The only vertical that beats leisure is Services (94.4%), which is essential for daily internet use and includes emails.
In terms of online time, entertainment occupies third place, with 13.9% of the total minutes that users spend connected, surpassed only by services (33.8%) and social networks (35.6%).
Given the enthusiastic adoption of online entertainment services, it is reasonable to expect their importance in the digital landscape to increase or remain stable. Over a three-year period, from December 2018 to December 2021, the proportion of total time online spent consuming movies, music, and other forms of entertainment online has fluctuated between 14% and 18%, with a marked peak between February and June 2020, surely boosted by the social isolation measures that took place globally.
Analysis of a selection of apps reveals that, in terms of share of total time online, the Spotify app ranks second behind YouTube. However, in terms of minutes per visitor the music streaming platform ranks first, with an average of 1124.5 minutes per unique visitor in January 2022, compared to other well-known entertainment options. This may be because users have the opportunity to continue listening to music while performing other tasks, unlike platforms like YouTube or Netflix that require more attention.
Much of the time Internet users spend on entertainment is spent on streaming and/or subscription services, such as Netflix, YouTube, Disney + and Amazon Prime Video, who lead both in percentage of awareness and use.
“From desktops and laptops to mobile devices, YouTube and Spotify dominate the entertainment scene. For content creators and advertisers, their scale is so significant that they have become the primary conduit for reaching target audiences,” explains Leónida Rojas, director of Comscore Cono Sur.
Another particularity of entertainment is that, according to demographic data from Comscore, the scope of online entertainment consumption is practically 100% in all age groups, without distinguishing gender. However, there are discrepancies on how much each age group consumes: compared to consumers over 35 years old, those aged 18 to 34 spend 10 more hours per month on online entertainment sites.
Within all the variety of content offered by online entertainment —movies, series, videos, news and many others— music seems to dominate the category. According to the analysis of YouTube channels related to leisure, those focused on music concentrate more than half of the share of minutes of users with 53.1%.
When analyzing the properties of VEVO and Warner Music, which concentrate a consumption of more than one million total monthly minutes in Argentina during January 2022, the Los Ángeles Azules and Tini channels are the ones that record the most multiplatform minutes consumed among Argentines, with 41 and 39 million respectively. For its part, Paulo Londra and Lit Killah are the most consumed of the Warner Music record label, with 21 and 18 million each.
As complementary data that supports the importance of music in this category, 50% of Argentine Internet users who listen to podcasts choose to consume offers related to music, widely surpassing other programs related to technology (34%) and education (33%). ).
What place does entertainment occupy in social networks? The media and entertainment category in social media represented 31% of the total participation in 2021 for Argentina, second only to the publishing sector, where many people find and consume their news. Users engage with their favorite artists, shows and programs across multiple screens, and reflect their interest and time spent in entertainment on other platforms in the way they engage on social media. For example: Internet users reacting to a tweet or an Instagram post about a media story or the release of a recent movie.
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