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In the wake of the Covid-19 pandemic, our lives have undergone a significant transformation. As we gradually rebuild our routines, it becomes crucial to understand the evolving media behaviors of individuals. What changes have transpired? What trends have emerged? And most importantly, what direction is the entertainment world heading in? To shed light on these questions, we present our comprehensive global entertainment report, packed with invaluable insights into consumers’ media habits. In this article, we offer you a sneak peek into the trends that are shaping the landscape of entertainment today.
Online TV: A Steady Rise in Subscription
During the pandemic, online TV experienced a surge in popularity, with consumers spending an average of 1 hour and 26 minutes per day watching online TV in 2020. Although the growth rate has slowed down since then, online TV continues to snatch a larger share of viewership from broadcast TV. In 2015, 71% of TV watching occurred on broadcast TV, whereas in 2021, this figure dwindled to 56%. It is highly likely that online TV will eventually surpass broadcast TV, driven primarily by younger consumers. Interestingly, the shift to remote work has also influenced media consumption habits, with nearly 4 in 10 fully remote workers watching TV shows and movies before starting their workday. Streaming has carved out a permanent place in consumers’ lives, appealing to both Gen X and Gen Z.
The Soaring Popularity of Music Streaming
Music remains the most popular personal interest across various demographics. The beauty of audio lies in its compatibility with other media and behaviors. For instance, 44% of office-based or hybrid workers listen to music while commuting, with 38% simultaneously browsing social media. In the realm of advertising and marketing, audio, in all its forms, is gaining traction amid an attention recession and screen fatigue. Spotify, for instance, reported a remarkable 40% year-on-year growth in ad revenue in Q4 2021, constituting 15% of its total earnings. Interestingly, all generations, except baby boomers, now spend more time on music streaming than on traditional radio. However, even boomers are increasingly embracing digital behaviors, including music streaming. Marketers should seize this opportunity to engage with this affluent generation.
The Rise of Short-form Video Content on Social Media
Creative and visually appealing platforms like Instagram and TikTok have witnessed a surge in popularity, attracting consumers who seek entertaining and funny content. TikTok, in particular, has emerged as the fastest-growing platform across all generations and has revolutionized short-form video content. Instagram’s Reels has also gained significant momentum, growing by 27% since Q4 2020. As consumers increasingly desire a more authentic and less polished online experience, short-form content has become their go-to choice. Brands are recognizing this trend and are collaborating with niche creators on TikTok to tap into the platform’s diverse and playful sub-communities. The key for brands is to tailor and optimize their video content to resonate with consumers of all ages in a fresh and relevant manner.
Gaming: A Diverse and Expanding Audience
Like other forms of media, gaming experienced a boost during the pandemic. While the growth rate has slowed down as people return to their normal routines, gaming remains a significant aspect of consumers’ lives. In Q2 2020, 87% of consumers reported playing games on any device, a number that has slightly declined but still stands at a substantial 83%. Interestingly, gaming has witnessed substantial growth among older consumers, with 65% of baby boomers playing games via any device. The gender divide in gaming has also narrowed, with 85% of women and 81% of men engaging in gaming activities. Mobile devices have been instrumental in driving increased adoption, while free-to-play games have attracted a larger audience than physical or online store purchases. Brands are recognizing the diverse gaming audience and are increasingly incorporating gaming-related content into their strategies.
Esports: The Fusion of Gaming and Entertainment
Esports has solidified its position as a prominent form of entertainment, attracting attention from a wide range of gamers. Women, in particular, have embraced esports, with over 40% identifying as esports followers. Older gamers, such as Gen X and baby boomers, have also exhibited interest, with around half of Gen X gamers and a third of boomer gamers engaging with esports. Brands, both gaming and non-gaming, have successfully run campaigns targeting esports enthusiasts. However, understanding the esports community is crucial for brands to resonate with this audience. Community engagement, insider group participation, and listening to the opinions of esports followers are key strategies for brands to forge meaningful connections. Surprisingly, esports followers are open to sponsorship opportunities, including those from non-gaming brands. Properly aligning campaigns with the values and preferences of esports fans can yield fruitful results.
Staying Ahead in the Ever-Changing Entertainment Landscape
As the entertainment industry becomes increasingly competitive in capturing consumers’ attention, brands must adapt to evolving trends. With life gradually returning to normal in many parts of the world, staying informed is crucial. Trusted and relevant data is an invaluable asset for brands, agencies, and marketers of all kinds. By leveraging such data, they can tailor their campaigns to meet consumers’ needs and preferences. For a comprehensive understanding of the latest trends in the entertainment world, delve into our global entertainment report.