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Consumer trends in media and entertainment 2018 : Canvas8

The key consumer trends and insights influencing the Media and Entertainment sector in 2018 – based on consumer research and analysis from behavioural insights practice Canvas8.

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Consumer trends in media and entertainment 2018 : Canvas8

  1. 1. Behaviours impacting MEDIA AND ENTERTAINMENT
  2. 2. A highlight of key insights and innovations impacting the media we consume and how we’re keeping ourselves busy
  3. 3. 1 FLEXI TIME 3 TOUCHY SUBJECTS 4 COMMITMENT ISSUES 5 BLURRED LINES 2 COUPLE CONSUMPTION
  4. 4. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean1 FLEXI TIME People play games to fill the gaps Almost half of Britons feel they have ‘very limited’ free time for themselves. So, whether they’re on a bus, waiting for a friend at a bar, or idling during an ad break, they’re making the most of their spare moments through mobile games that provide bursts of joy with minimal mental strain. Media and entertainment Behaviour
  5. 5. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean1 Heads Up Video gaming has evolved from arcades to bedrooms to mobiles – and it’s now merging into the real world. Emerging from The Ellen DeGeneres Show, Heads Up blurs the boundaries between screens and reality, letting people play a parlour game on their phone and share the results online. In practiceMedia and entertainment
  6. 6. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean2 COUPLE CONSUMPTION People want to share their media experiences Over 70% of couples say that staying in to watch Netflix is one of their favourite pastimes, and given that partners who watch media together have the highest level of relationship satisfaction, this preference is understandable. But what can they do when separated by thousands of miles? BehaviourMedia and entertainment
  7. 7. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean2 Let’s Gaze ‘Netflix and chill’ is more than a euphemism – 67% of people say it’s more fun to watch films and shows with their partner than alone, and 58% would opt for a night with Netflix over a visit to the cinema. Thanks to Let’s Gaze, distance doesn’t have to stop couples having a cosy night in together. In practiceMedia and entertainment
  8. 8. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean3 TOUCHY SUBJECTS People want media to tackle taboo topics While television is often used as a form of escapism, people are increasingly looking for media content that’s diverse, reflects pressing global issues, and acknowledges the more taboo, touchy or sensitive subjects that aren’t traditionally explored in entertainment. BehaviourMedia and entertainment
  9. 9. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean3 To The Bone Netflix original To The Bone has sparked controversy over its depiction of anorexia, with critics arguing that it glamorises the condition. Yet with under-25s 50% more likely than other age groups to suffer from eating disorders, could this gritty take help them address serious health concerns? In practiceMedia and entertainment
  10. 10. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean4 COMMITMENT ISSUES People won’t pay for everything they stream Between traditional channels and new streaming giants, people are spoiled for choice when it comes to finding fresh TV shows. But the freedom to choose isn’t always positive, and as platforms compete to air exclusive content, viewers are becoming less inclined to shell out for multiple subscriptions. Citizenship Behaviour
  11. 11. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean4 Looke In Brazil, where watching TV is the primary form of leisure for 81% of the population, streaming services are thriving. Looke, a home-grown provider, has been gaining ground in the market, but how is it managing to compete against the might of international players like Netflix? In practiceMedia and entertainment
  12. 12. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean5 BLURRED LINES People are bringing the virtual closer to real life TV superfans will go the extra mile to extend the worlds of their favourite shows, whether that’s by signing up to a cult-like campaign or setting up an unofficial bar. Brands are responding by breaking the fourth wall, letting viewers feel closer to the action both online and in the real world. BehaviourMedia and entertainment
  13. 13. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean5 Skam Stuck to their smartphones and accustomed to watching what they want, when they want, broadcasters have struggled to adapt to Gen Z’s TV viewing habits. But Skam, a Norwegian teen drama, is demonstrating how ‘real-time’ episodes and social media integration can keep teens hooked on a show. In practiceMedia and entertainment
  14. 14. Want more? YOU CAN EXPLORE THE FULL REPORT FOR FREE HERE Discover more about behavioural insights www.canvas8.com

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