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Media Consumer Insights

Binge Slow-Down
Production companies are intentionally slowing down the rate of new releases
Trend - With bulk releases and online debuts of the latest movies, streaming services and film companies have continued to encourage binge-watching, offering a distraction for consumers during COVID-19. Now, brands are pulling back their schedules to weekly episode releases and cinema-first debuts in order to increase viewer engagement.

Insight - When looking for entertainment and comfort during the ongoing pandemic, contemporary consumers have been prioritizing efficient, no-fuss options. As a result, many have been relying on online on-demand content. With increased consumption during COVID-19 and even prior to it, individuals have started experiencing some fatigue. In this space, many are looking for ways to develop healthier relationships with their favorite content providers and this allows them to feel more grounded and energized.
Workshop Question - How can your brand increase audience engagement?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Post-Pandemic Dystopia
Designers are hyperbolizing the future state of the world post-COVID-19
Trend - Designers—particularly in fashion and in other categories—are imagining the post-pandemic future in a glum and dystopic manner. Mostly shared through photographic imagery in editorials and lookbooks, as well as in some projects and even events, these post-pandemic worlds seek to entertain.

Insight - Individuals are embracing all forms of fiction as a means of entertainment—from books to photography and beyond. Often, many place a strong emphasis on content that is relatable to a degree, and as a result, consumers search for narratives that offer commentary on contemporary issues and events. In this case, individuals do not only succeed in passing their time in pleasurable ways, but they also experience some connection and comfort through the content that they consume.
Workshop Question - How can your brand tap the post-pandemic imagination to engage consumers?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AR Stream
Streaming and broadcasting services test possibilities with augmented reality
Trend - Streaming and broadcasting services are embracing augmented reality in an attempt to create more immersive viewing experiences for audiences. Whatever the content may be -- from music and film to commercials and the news, the integration of AR in this space amounts to interactive, mixed reality entertainment.

Insight - The media industry is directly impacted by technology and innovation. Passive consumption is no longer the only way for individuals to process information as new tech delivers hands-on experiences, while interactivity enables a higher degree of engagement and entertainment. Through the embrace of digital environments in the physical space, consumers are mesmerized and engaged for longer as the omnichannel approach taps more than just one of the senses.
Workshop Question - How can your brand use AR to boost audience engagement?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Prosumer Podcasting
Everyday consumers break into the podcast space with specialized products
Implications - As one of the most accessible forms of media, podcasts are rapidly growing category. Feeding consumers' desire to break into the space are products that make high-quality podcasting more attainable to everyday people. Speaking to the way in which entertainment and media is becoming more democratized as a whole, this is a clear way in which companies are tapping into consumers' desire to create.
Workshop Question - Consumers today want to create things on their own terms. How can your brand feed into this desire?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Immersive Podcast
Audio-only entertainment extends its reach by adding multisensory elements
Implications - Podcasts have grown in popularity recently, however their reach is still limited due to consumers' preference for multimedia entertainment. Immersive podcasts show progress in this regard. These visual, social, or even physical enhancements to the podcast-listening experience show an increased appetite for entertainment that focuses on storytelling.
Workshop Question - How can your product or service reconnect with the basics of your industry?
3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Remediation
Traditional media adopts the gestures of social media platforms
Implications - As many traditional media empires scramble to gain a foothold in the digital ecosystem, brands still looking to engage through now-archaic content conduits like print are doing so through the language of social media. Rather than undermining their traditional medium, the use of social gestures and iconography instead position brands as knowing insiders worth engaging with. By co-opting the languages with which consumers are most familiar, brands can appeal to consumers without having to fundamentally shift their core identity.
Workshop Question - How can your brand represent itself in a way that uses your consumers' native digital symbology?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Enlightening Interactive
Young consumers seek out media that is engaging and mentally stimulating
Implications - Social media and streaming have changed consumer expectations of media content. This has expanded beyond changing expectations of traditional media, and into a redefinition of online media that is more educational, as well as more interactive. This ties into the desire to accumulate memorable experiences that impact the consumer.
Workshop Question - How can you enlighten your customer?
2.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Content Certainty
In the era of 'fake news,' consumers seek out trust-forward alternative outlets
Implications - The Internet has democratized the gathering of information, but it's also granted almost anyone the ability to create content. This creates a lack of trust for all news sources. For the Millennial generation, there is an extra level of mistrust surrounding large news outlets that can only be alleviated by way of alternative outlets that lead with accountability.
Workshop Question - What could come off disingenuous about your product or brand, and how are you closing that information gap?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Diversified Storytelling
Gen Z wins fair representation by going behind the camera
Implications - The existence of the Media Gap -- the space between representation in mainstream media and the diversity of audience members -- is widely acknowledged, however, it is expanding beyond who's in front of the camera and into who's behind it. The inclusion of more races, genders, ages, and beyond in the crafting of stories ensures a 360-degree view of diversity in media that is more authentic and deliberate.
Workshop Question - When approaching new consumer demographics, how are you ensuring authenticity?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Diplomatic Media
Consumers seek non-partisan resources for news information
Implications - As the war on fake news rages, media platforms are earning the trust of dubious consumers by changing the game and providing multiple perspectives rather than promoting a single message. Inundated with free access to media, consumers are becoming more open to varying opinions and realizing that there is always more than one side to the story. Through offering multiple angles to the news within one resource, media outlets can engage their readers on a much more authentic level, increasing brand trust through transparency.
Workshop Question - What type of stance does your brand take when it comes to socio-political matters? How can you adapt this to better foster brand trust?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends