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.

1. Behaviours impacting
MEDIA AND ENTERTAINMENT

2. A highlight of key insights and innovations impacting the
media we consume and how we’re keeping ourselves busy

3. 1 FLEXI
TIME
3 TOUCHY
SUBJECTS
4 COMMITMENT
ISSUES
5 BLURRED
LINES
2 COUPLE
CONSUMPTION

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Want more?
YOU CAN EXPLORE THE FULL REPORT FOR FREE HERE
Discover more about behavioural insights
www.canvas8.com