How segments vary by country A few themes emerge when assessing international markets against the identified segmentation: — Mature Western markets skew toward traditional . The single largest cohort in Germany, Japan, the United Kingdom, and the United States is “legacy holdouts” (29 to 34 percent). These consumers lean on legacy media and display lower receptivity to new formats. — Emerging markets are passion led and mobile first . Brazil, India, and Saudi Arabia flip the script. All three boast outsize shares of content lovers (20 to 27 percent). Brazil and Saudi Arabia have much larger pockets of “mobile scrollers” (17 to 21 percent)—digital natives who swipe confidently through mobile experiences and are open to advertisement-supported models. Their legacy bases are closer single digits (3 to 9 percent), suggesting that audiences in high-growth regions are leapfrogging straight to streaming, social video, and gaming without a long legacy-media detour. — Interactivity is the universal language, but levels vary . “Interactivity enthusiasts” are among the two largest segments everywhere, yet intensity differs: 39 percent in India mirrors an outsize mobile-gaming economy, while Germany and Brazil (31 percent) and Japan (30 percent) underscore the strength of console and PC gaming. By contrast, the United States trails at only 16 percent, potentially signaling a more fragmented attention landscape in which interactive mediums compete with a mature media ecosystem. — There’s modest divergence in culture creation . Japan (16 percent) and India (15 percent) overindex on “community trendsetters” (alongside content lovers). Germany (8 percent) lags behind. Representative consumer segment survey findings The survey results provide a deep understanding of consumer segments. Select highlights include the following: — Content lovers (13 percent of consumers): • Highest nominal belief: “I’m very curious and always looking to learn new things.” • Most overindexed belief: “I’m excited about the role that AI will play in content and media creation.” • Most common job to be done across media: “to enjoy something that I love.” • Proportion that enjoy advertisements: Content lovers enjoy advertisements 4.3 times more than the average consumer does. — Interactivity enthusiasts (16 percent of consumers): • Highest nominal belief: “It’s too expensive to consume all the content that I want to.” • Most underindexed belief: “I’m worried about sharing too much of my personal information and data with media companies.” 28 The ‘attention equation’: Winning the right battles for consumer attention