• Most overindexed media consumed: Legacy holdouts overindex on magazines, newspapers, and free over-the-air TV. • Proportion that enjoy advertisements: Legacy holdouts enjoy advertisements 0.3 times more than the average consumer does. — ‘Thrifty thinkers’ (11 percent of consumers): • Highest nominal belief: “I consume content primarily through my phone.” • Most underindexed belief: “My fandom—how much I like a show, artist, game, et cetera— is very important to who I am.” • Most overindexed media consumed: Thrifty thinkers overindex on daily wordplay or knowledge-based games, mobile games, e-commerce websites, and applications. • Most overindexed media: Thrifty thinkers would miss theater performances, concerts or music festivals, and messaging applications the most if media were removed from their lives. Select survey insights: Consumer attention mediums Survey results provide deep context on each medium within the media industry. Select insights include the following: — Premium linear and streaming video: • Specialty streamers have a serial churn problem . Audiences are two times more likely to serially churn (subscribing and canceling multiple times) from specialty-streaming services than from mass-market streamers. • Content recommendation effectiveness varies widely across streaming platforms . Of the top eight US general entertainment streamers, the leading streamer’s content recommendations fare 20 percentage points better than the lagging player’s does (described as “effective” and “very effective” by 58 percent and 38 percent of users, respectively). • The endless streaming catalog leads to more searching . Consumers spend 60 percent more time looking for something to watch on a streaming platform than they do on cable (8.7 minutes versus 5.5 minutes). • Consumers love to binge, but the more attentive like it less . A plurality of streaming consumers, at 44 percent, prefers content released in a binge model—that is, all at once; 25 percent prefer consuming new content weekly; 16 percent prefer consuming in batches (for example, watching a show’s season split into two halves); and 15 percent prefer an initial amount of episodes released at once (for instance, three episodes to begin with), followed by weekly releases of new episodes. However, consumers in the top quartile of focus are 25 percent more likely than those in the bottom quartile to prefer weekly releases over the binge model, and content lovers and interactivity enthusiasts underindex on binging preference. 31 The ‘attention equation’: Winning the right battles for consumer attention