The 5 Biggest Entertainment Trends to Know Amazing Guide

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let’s discuss biggest entertainment trends: Many of us turned to binge-watching shows, playing Animal Crossing, or getting lost in a podcast when Covid hit. After two years, people are beginning to rebuild their lives and routines. Some people may have returned to work full-time, while others may have adopted hybrid working or a permanent WFH situation.

As people do this, it becomes more difficult to understand their media behaviors – what’s changed, what’s stuck, and where they’re headed.

Fortunately, our latest global entertainment report has just arrived, and it’s jam-packed with all the trends you need to know about the entertainment industry. It will assist you in better understanding today’s media habits of consumers.

For the time being, here’s a preview of what’s to come.

Biggest Entertainment Trends Are Following:

Online TV Reaches Peak Subscription

During the pandemic, online TV, like many other forms of digital media, grew in popularity. On an average day in 2020, consumers worldwide spent 1 hour and 26 million watching online TV. However, growth has slowed since then, and broadcast television continues to lead.

With that said, advertisers and marketers should keep in mind that online TV is gradually capturing a larger share of total viewing time. In 2015, broadcast television accounted for 71% of all TV viewing. Fast forward to 2021, and this figure dropped to 56%. This gap between online and broadcast TV is likely to close in the future, largely due to younger consumers.

Our daily work routine and behaviors changed as people moved to set up home offices. According to our December Zeitgeist survey, nearly 4 in 10 fully remote workers watch TV shows and movies before starting work. Streaming has carved a new place in consumers’ lives as their third most popular morning activity, just behind checking social media and watching the news.

It also attracted new audiences.

Although the pandemic has certainly broadened streaming’s user base, maintaining momentum has not been easy.

According to our global data, we may have reached “peak subscription” in the West, with the number of people who have paid for a movie or TV streaming service beginning to plateau. As the battle for eyeballs heats up, subscription fatigue sets in.

Streaming Music is Gaining Popularity

Since we began tracking it in Q3 2018, music has remained the most popular personal interest, and it now tops the charts in 21 of our 47 markets.

For example, 44 percent of fully office-based or hybrid workers say they listen to music while commuting; 38 percent of them also browse social media.

Audio of any kind is gaining popularity among advertisers and marketers in the context of an attention recession and screen fatigue. Spotify reported a 40% year-on-year increase in ad revenue in Q4 2021, accounting for 15% of total earnings.

Except for baby boomers, all generations spent more time streaming music than listening to the radio in 2021. They’re not listening to more radio, but they’re spending less time on both types of audio altogether.

However, as we discussed in our 2021 Connecting the Dots report, boomers are beginning to adopt digital behaviors other than scrolling on social media, a trend that has been accelerated by the pandemic.

We can see evidence of this in the music-streaming space. In just one year, there has been a 13 percent increase in boomers listening to music-streaming services each week. If marketers are still not convinced that digital audio is the way to go, now is the time to create campaigns that will engage the most affluent generation.

Social Media Platforms Continue to Cater to Consumers’ Love of Video Content

Social Media Platforms Continue to Cater to Consumers' Love of Video Content

More and more consumers are flocking to these apps to consume and create content, fueled by the popularity of creative, visual, video-heavy platforms like Instagram and TikTok.

Short-form video content outperforms long-form across all generations, with the former growing 5% among baby boomers since Q1 2021. TikTok may have blazed the trail for this type of snackable content at first, but Instagram’s Reels is quickly catching up, growing 27 percent since Q4 2020. With consumers seeking a more honest, less polished online experience, short-form is primed to deliver.

Some brands are embracing this by collaborating with more niche TikTok creators. Gucci, for example, enlisted the help of trainspotter Francis Bourgeois to bring its collaboration with North Face to life – a departure from their usual creator collaborations. The brand intends to capitalize on TikTok’s growing number of niche, playful sub-communities.

As services compete for consumers’ attention, brands must remain focused on tailoring and optimizing their video content experience to better meet consumers of all ages where they are and do so in a fresh and relevant way.

Everyone Has A Place In Gaming

Everyone Has A Place In Gaming

Gaming, like other forms of media, benefited from the pandemic. However, as people return to their normal routines, this has slowed. When the pandemic first hit in Q2 2020, 87 percent of consumers said they played games on any device; this figure has steadily declined and now stands at 83 percent.

However, gaming continues to be popular among many consumers, and it has made significant gains among older consumers as well.

The proportion of women who play games has also increased (+5%), with nearly as many women as men playing games – 85 percent vs 81 percent, respectively. This demonstrates how diverse the gaming audience is. Paidia, a new online gaming community, is springing up to cater to this audience.

Mobile phones have been the driving force behind increased adoption, increasing by 8% since 2016. Along with this, free-to-play games have drawn in more people – 34% of gamers have played or downloaded a free-to-play game in the last month, compared to 18% who have purchased a physical game or one from an online store.

As the gaming audience continues to diversify, more brands are attempting to get in on the action, realizing that this is where their customers are.

Wendy’s is a great example of how a brand can successfully engage in gaming, but it’s not always easy. Understanding and listening to gamers is the most important first step in developing a successful campaign.

With a Few Exceptions, Esports Fans Are Open To Sponsorship

With a Few Exceptions, Esports Fans Are Open To Sponsorship

Esports is cementing its position as a major form of entertainment. More companies and investors are keeping a close eye on this space as it becomes more integrated into pop culture.

Esports, like gaming, are gaining popularity among a wide range of gamers.

At the same time, a sizable proportion of older gamers – roughly half of Gen X gamers and one-third of boomer gamers – are esports fans.

A variety of brands, including non-gaming ones, have run successful campaigns. While it may be tempting to dive in headfirst, failing to understand these audiences on a fundamental level is a mistake. It is critical to spend time learning about what makes them tick.

For example, because this group is very community-focused and wants to feel involved, brands that make them feel like they are part of an insider group or seek and listen to their opinions are more likely to resonate with them.

Fortunately for brands interested in this space, our data suggest that esports fans are more receptive to sponsorship than some might think – even when it comes to non-gaming brands. Many people are sensitive to over-advertising, so stakeholders should focus on what fans care about. Using esports teams or players as influencers could be one way to create content and conversations that they are eager to participate in.

With so many media formats vying for consumers’ attention, staying ahead is a difficult task, especially as life returns to normal in many parts of the world. Using trusted, relevant data to keep a pulse on the market can help brands, agencies, and marketers of all types stay informed.


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