Digital democracy, consumer technology, TMT


Deloitte's Digital Democracy Survey has a new name

Introducing Digital Media Trends, coming soon!

Just as digital trends evolve, so do we. Which is why the Digital Democracy Survey is getting a new name—Digital Media Trends, a multi-generational view of technology, media, and telecom trends. Sign up below to receive the new edition.

See Deloitte at Variety's MASSIVE Marketing Summit

On March 21, 2018, Deloitte will make its debut as a presenting sponsor for Variety's MASSIVE Marketing Summit! The event is a one-day only conference for marketing and advertising executives in the media and entertainment industry. Deloitte will have several speaking opportunities to engage an audience of ~350 top level executives in conversation around upcoming digital media trends and ever-evolving consumer behaviors in the media space.

2017 Digital Democracy Survey, 11th edition

Across generations, the one constant in today’s media landscape is change. With new devices, advanced mobile applications, more pervasive wireless connectivity, and evolving media business models, the empowered consumer has a myriad of ways to consume and enjoy digital media.

Changes in consumer behaviors towards binge-watching, social media use, and advertising are impacting business models and economics across many industries.

To understand where these trends stand today and where they are going, Deloitte’s Technology, Media, & Telecommunications (TMT) practice examines the generational habits of US consumers in the 11th edition of the Digital Democracy Survey.

Download the executive summary, read our press release, or take a closer look at a few of this year’s media consumption trends:

The insights shared in this executive summary represent just a sample of the data included in the Digital Democracy Survey, 11th Edition. If you are interested in meeting with us to see the comprehensive survey results, please email us at

Breaking away from traditional TV

Streaming continues to gain popularity. Audiences from multiple generations are gravitating to the anytime and anywhere access that streaming offers. While they spend a lot of time streaming free content, they are not shying away from spending money on paid streaming subscription services.

Almost half (49%) of US consumers—roughly 60% of Generation Z (Gen Z), Millennials, and Generation X (Gen X)—now subscribe to paid streaming video services. But consumers are streaming content from paid services only 35% of the time—while free services take up 40% of consumers’ streaming time.

streaming content

Adapting to a binge-watching culture

Is binge-watching the new normal for media consumption? According to survey results it just might be. Nearly three quarters (73%) of US consumers—and nearly 90% of Millennials and Gen Z—say they have binge-watched video content.

And a large chunk of these consumers are binge-watching regularly, with close to 40% of the Millennials and Gen Z bingeing content weekly. What constitutes a binge? Three or more episodes in one session. That’s no problem for Millennial and Gen Z bingers. This group of binge watchers views an average of six episodes, or five hours of content, in a single sitting.

Back to top


Q. Which are things you typically do while watching your home TV?

We asked, they answered. It seems almost everyone is doing more than just "watching TV." Click on the tabs to explore how your generation compares.

Advertising considerations: from influence to digital to ad-blocking

Gen Z and Millennials, generations sought after by advertisers, are relying heavily on their social networks for recommendations before making purchasing decisions. In fact, social recommendations are proving to be more influential than TV ads.

What’s more is that advertisers who do use TV as a medium are competing against a number of factors as we are finding that Millennials and Gen Z are likely to engage in up to four other activities while watching television.

Being smart with spending will be critical, and there are no guarantees with online and mobile ads, either. More than 80% of consumers will skip an online video ad if allowed, and 67% of consumers find mobile ads on theirs phone to be irrelevant.

Ad blocking technology

Social media as mainstream media

With nearly everyone on it, social media is the new network for everything. Eighty four percent of all consumers—and more than 90% of Gen Z and Millennials— are on social networks. Today’s consumers are using social media to discover new content, get news, and resolve customer-service issues.

They’re using social media to discover new TV programs, too—with Gen Z and Millennials indicating that social networks are more effective than TV commercials for learning about new shows. And more Millennials and Gen Z consumers (33%) are getting their news primarily from social media, with 21% saying that TV is still their most popular news platform.

Back to top

Social media

Disruption in the digital landscape (infographic)

How well do you know today’s empowered consumer? As digital media evolves, consumers across age groups, are changing the way they use and consume content. Their attitudes and behaviors towards binge-watching, social media, streaming, and advertising are impacting business models and economics across many industries. Get to know today’s empowered consumer by exploring our infographic for a multi-generational view of the digital media trends that are influencing consumers across the board.

Disruption in the digital landscape (infographic)
Did you find this useful?