When it comes to entertainment on the go (which is to say, when we’re not at home), what occupies our attention? Verto Analytics looked at the reach and session data for streaming music, streaming video, and gaming properties among adults in the U.S., ages 18 and above, to determine which of these entertainment categories garners the most of our attention and time when we’re on the move.
Music rules our commute and beyond
While video is the leading form of online entertainment (as per our recent chart of the week, Who Rules Online Entertainment?), the majority of video consumption takes place at home: streaming video reaches 70% of consumers in the home, compared to just 55% out of home. And while music reaches a similar share of consumers in the home (57%), our data shows that music reaches 80% of consumers out of home. And despite the popularity of mobile games, players still prefer the comforts of the couch: games only have a 45% reach out of the home.
Looking at session distributions, the divide between in home use and out-of-home activity becomes even more clear: more than three quarters of all video and gaming sessions take place in home, while music sessions are more evenly divided: 60% of sessions take place in home, and 40% take place out of home. From a consumer perspective, these numbers make a lot of sense: music requires a relatively small amount of attention compared to video or games, and listening can take place simultaneously while driving, exercising, commuting, or working. And although the streaming music sector remains a highly competitive space (as we detailed in our latest Verto Index: Streaming Music), it also shows the most potential for continued engagement with consumers as they move through their day – regardless of their location.