‘Tis the season for Christmas streaming! Today, we’re discussing all things holiday streaming, from those who swear by yuletide classics, like “I’m Dreaming of a White Christmas,” to fan favorites (my personal go-to? “Rudolph the Red-Nosed Reindeer”).
The 12 Insights of Christmas Streaming
2020 has been a year of opportunity for streaming and we don’t anticipate that slowing down as we head into 2021. So, let’s look at what we can learn about the consumers who are getting their holly jolly from streaming this year and how both streaming services and advertisers can connect with them.
Strike the right tone with Fa-La-La-listeners: for these first 6 Christmas streaming insights, we’ll look at the 26 million adult consumers who are listening to holiday music.
Insight 1: You’ll find Christmas music listeners on the OG streaming platforms
15% are streaming via Sirius XM — that means they’re 70% more likely to switch on Sirius than the average consumer! Additionally, the largest group of these festive fans stream music via Pandora. A full 25% are turning to that platform for their music needs.
Insight 2: They’re listening to Top 40 and Pop in the off-season
Wondering if you’re the right station or service to tap into the Christmas music flurry? If you’re in the business of pop music, you might have a built-in fan base.
Insight 3: Nearly 70% are listening to music on their phones
Hope they have unlimited data plans or strong WiFi this season because the majority of this audience turns to their phone. These listeners are also 15% more likely than the average consumer to spend 20-40 hours per week on the internet and they’re 21% more likely to shop online. This group is ready to do their holiday shopping online — and advertisers should be ready and waiting when Frosty the Snowman takes a break.
Insight 4: Cyber Monday Sales are where it’s at for these shoppers
Given what we know about their internet habits, it’s likely not a surprise that these Christmas streaming fans are 18% more likely than the average consumer to shop Cyber Monday. So a word to the wise brands and advertisers: next year, don’t miss the opportunity to promote your biggest sales of the season on streaming services.
Insight 5: Christmas music fans are driven by caring for family and friends
They’re 47% more likely than the average consumer to say caring for family and friends is a top value. Plus, 80% indicate family time is the best part of their day. If you’re a streaming service or advertiser looking to find a connection with these listeners, how can family play a role in your creative?
Insight 6: They’re also 40% more likely than the average consumer to value everyone being treated equally
Not to tell you where to advertise, Etsy, but we’re thinking you’ll find a group of consumers whose heartstrings are ready to be tugged among the Christmas music fans.
Get in the holiday spirit with festive film fans: for these first 6 Christmas streaming insights, we’ll look at the 17 million adult consumers who are Christmas movie watchers.
Insight 7: Christmas movie fans are a musical bunch
Viewers who turn on “It’s a Wonderful Life” and “Charlie Brown’s Christmas” are also likely to tune in to musicals, dramas, and family movies. The 28% who are watching musicals makes this group 94% more likely than the average viewer to sing along.
Insight 8: Yes, they’re 104% more likely than the average consumer to watch the Hallmark Channel often
No word yet on their favorite 2021 release, but we have a feeling it might involve a small-town bakery, a handsome stranger, and someone finding out the true meaning of Christmas. And, since we work in real-time data and consumer insights, we’ll leave the ranking of the Hallmark Christmas movies up to the experts.
Insight 9: Netflix is their #1 streaming service for TV and movies
63% of Christmas movie fans pay for their monthly Netflix subscription. But they’re tuning in to multiple subscription services. You’ll find just over half paying for Amazon Prime Video, over a third subscribing to Disney+, and just under a third on Hulu.
Insight 10: They’re 10% more likely than the average consumer to have already cut the cord
34% have already cut the cord and are exclusively streaming their Christmas movie content. Additionally, 5% are considering cutting the cord. 31% of former cable TV subscribers cut the cord to save money, while 15% of satellite TV subscribers did the same.
Insight 11: Christmas movie fans also happen to be a social media fiend
19% of consumers watching Christmas movies report heavy social media usage. Another 42% report medium social media engagement. What does that mean? Well, if you’re a streaming service releasing new Christmas movies, you know where to find your audience (their top network is Pinterest!).
Insight 12: They’re 35% more likely than the average consumer to be driven by an optimistic outlook
Which seems to add up with the happy, tied-with-a-big-red-bow endings we can always rely on in Christmas movies.
So, now that we’ve gotten through the 12 Insights of Christmas Streaming, it seems like it might be time to put on your fuzzy slippers, whip up a hot chocolate, and turn on your favorite festive film.
Want even more insights on consumers and the holidays? Looking for further data on streaming audiences? You’ll find it all on the Resonate blog.