• Social video is a solitary medium . It tends to be a solo activity, with approximately 80 percent of consumption typically taking place alone (compared with 60 percent for consumption of streaming video and video games). With the rise of social video, consumers now spend two times more time on solo viewing formats than they did ten years ago. While consuming social video alone, consumers often multitask, most commonly browsing the internet, messaging or texting, and completing household chores. • Social platforms have widely varying levels of customer satisfaction . The most loved social platforms have customer satisfaction ratings that are as much as 30 points higher than those of the least loved social platforms. — Music streaming: • Platform choice is sticky . More than half (60 percent) of music streamers have listened to music through their primary platform of choice for over three years. The worst-performing music-streaming platforms have two times as many subscribers who are likely to cancel in the next six months as the best-performing platforms do. • Younger consumers want to use streaming to get closer to their favorite artists . Roughly half of music streamers would be excited to receive personalized communications from their favorite artists via streaming platforms. Gen Z and millennial consumers are over two times more excited than baby boomer consumers for such communications. • Customer satisfaction varies widely across music-streaming platforms . The most loved platforms have customer satisfaction scores roughly twice as high as those of the least loved platforms. — Podcasts: • Podcasts are the modern version of magazines and newspapers . They are primarily consumed for education and information, mirroring the job-to-be-done framework mix of magazines and newspapers. • Podcasts and music go hand in hand . Roughly three-fourths of podcast listeners use the same platform to listen to podcasts as they use to stream music. • A majority of podcast consumers watch the video versions . Of podcast consumers, 70 percent have watched a video podcast in the prior month. • One-quarter of consumers sprint through podcast content . Of podcast listeners, 27 percent listen at faster than one time the normal speed. Gen Zers and millennials are 50 percent more likely than older generations to speed up listening. • Many podcast advertisements are skipped . While listening to podcasts, 40 percent of listeners often or always skip through advertisements. • Men report purchasing items advertised to them in podcasts more frequently than women do . According to self-reporting, men are 25 percent more likely than women to purchase an item advertised to them on a podcast. 35 The ‘attention equation’: Winning the right battles for consumer attention