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Media Consumer Insights

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?
6.7
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?
4.6
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?
3.3
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?
5.5
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?
3.1
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?
3.8
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?
3.8
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?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hackable Lifestyle
Teens actively teach themselves life tips via quick online videos
Implications - One of the most self-taught generations to date, Gen Z in particular are demonstrating that the next evolution of maker culture lies in quick, bite-sized online videos that are easily digestible. As trust stays front of mind for digitally immersed teens, they begin seeking online tutorials and lifehacks crowdsourced from real people and relatable social media influencers when it comes to learning new tips and tricks. This proactive approach to self-help is in part a response to the shift away from overly detailed explanations towards highly visual and concise tutorials that make DIY less intimidating and also give room for freedom of experimentation and self-expression.
Workshop Question - What lifestyle trends go hand in hand with your brand and how can you leverage those to engage consumers?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Snackable Webisode
Teenage multitaskers seek short and share-worthy online video series
Implications - In order to engage the teenage digital native, online video turns to humorous, crowd-sourced and semi-educational content that requires minimal commitment from the viewer. With even shorter attention spans than their Millennial predecessors, Gen Z prefer shorter bursts of story-based media that they can play on their tablets while simultaneously texting their friends via the latest superphones and streaming a show on TV as background noise. Slightly subversive and snackable webseries are extremely sharable as they give viewers a chance to show off their media-prowess, in turn, generating a loyal teen following.
Workshop Question - Is your company prepared to adjust its strategy in order to capture the attention of Gen Z?
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends