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Networked Entertainment: The ABC's

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Edelman’s ninth annual entertainment study on how and why people consume and share entertainment, reveals the lines have blurred among content creators, distributors and brands for consumers. This year’s study introduces “Networked Entertainment” – a collision of today’s entertainment landscape and the opportunities for brands – and comprised of Algorithms, Brands and Connections.

Learn more here: http://edl.mn/1OU5SpA

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Networked Entertainment: The ABC's

  1. 1. O C T O B E R 5 , 2 0 1 5 A lgor ithms, B r ands and C onnections
  2. 2. ABOUT THE STUDY AUDIENCE Adults 18-54 HOW MANY n=2,000 ACCURACY Margin of Error =±2.2% at 95% confidence interval WHEN Data Collection Occurred August 7–13, 2015 HOW Online Survey Conducted by Research Firm Edelman Berland COUNTRIES Ninth Annual Study ANNUAL 9th 2 * *Results shown are US only unless otherwise indicated
  3. 3. NETWORKED ENTERTAINMENT 3 Digital Entertainment, Rights and Technology Digital Entertainment and Technology Social Entertainment Entertainment “Selfie-Style” Networked Entertainment Gateway to Individuals Share This Come Play and Share Immediate Engagement Algorithms, Brands, Connections 2 0 0 6 2 0 1 5
  4. 4. TECHNOLOGY INDUSTRY LEADS IN CONSUMER TRUST Q29 Please indicate how much you trust businesses in each of the following industries to do what is right. Please use a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 4 79% 71% 57% TECHNOLOGY ENTERTAINMENT MEDIA Trust Industries to “Do What is Right”: Showing Top 4 Box (6-9 on 9 pt. Scale)
  5. 5. CONSUMERS TRUST CONTENT CREATORS AND DISTRIBUTORS TO EQUALLY CREATE ENTERTAINING CONTENT Showing Top 4 Box (6-9 on 9 pt. Scale) Q30 Please indicate how much you trust the entertainment content created by the following sources to be entertaining – that is, the degree to which you would trust videos or other entertainment content to be entertaining if you only knew who created it. Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” 5 74% 73% 72% Online streaming video platform (Netflix, Hulu, Amazon Prime) Traditional broadcast network (NBC, CBS, ABC, etc.) Cable network (HBO, USA, TNT, etc.) Trust content to be entertaining
  6. 6. In just 5 years, a dramatic shift… TOP OF MIND ENTERTAINMENT COMPANIES HAVE BEEN REDEFINED 6Q3 When you think about entertainment (e.g. television, movies, internet, etc.), which companies come to mind? OPEN END 10 of top 10 Companies cited are traditional networks/studios #1 company Cited is an online streaming platform 2 of top 5 companies are online streaming platforms 2010 2015
  7. 7. 2010 2013 2015 1 2 3 4 5 6 7 8 9 10 THE RISE OF ONLINE STREAMING 7Q3 When you think about entertainment (e.g. television, movies, internet, etc.), which companies come to mind? OPEN END Traditional networks and studios Online streaming platform companies Cable channel Cable company
  8. 8. CONSUMERS ARE INUNDATED WITH CONTENT, BUT LOOKING FOR MORE… Q12 When watching entertainment content, how often are you simultaneously using another device (e.g. television, computer, smartphone, tablet, etc.)? Q15 / Q15a: How likely are you to use multiple devices while watching entertainment content to…? (Asked of those who use multiple devices) 8 93% Use multiple devices SIMULTANEOUSLY 85% Likely to multi-task using another device to do something UNRELATED to the content they are watching 79%Search/Google for content RELATED to what they are watching
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  10. 10. MOST CONSUMERS COMFORTABLE WITH PREDICTIVE RECOMMENDATIONS FOR ENTERTAINMENT 10 Q10 Please indicate how likely you would be to engage in the following activities. Q33 And thinking about entertaining content, how comfortable are you with the idea of predictive recommendations? Please rate your response on a scale of 1-5, where 1 means “not comfortable at all,” and 5 means “extremely comfortable.” 60% are very or somewhat likely to “provide personal information to secure more tailored recommendations online” Only 5% are “not comfortable at all” with the idea of predictive recommendations…
  11. 11. DESPITE SOME RESERVATIONS, PREDICTIVE RECOMMENDATIONS HELP CUT THROUGH THE CLUTTER 11 Breach of privacy52% Distracting46% Enhance my viewing experience80% Provide wider exposure to a variety of content74% Q37 Thinking about entertaining content and the platforms you use to discover it, how much do you agree with each of the following statements when it comes to predictive recommendations? Shown: % Agree Help me navigate and prioritize the overwhelming amount of entertainment content at my fingertips 69%
  12. 12. STREAMING PLATFORM RECOMMENDATIONS MORE VALUABLE THAN SOCIAL NETWORK Q38 And which of the following uses of “predictive recommendations” are most beneficial to you? (Answer choices abbreviated) 12 43% Video Streaming Platform 37% Music Streaming Platform 29% Social Media
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  14. 14. TRUSTED BRANDS DRIVE ENTERTAINMENT SPENDING 14Q9 Below are some things people might take into consideration when spending money on entertainment. How important are each of the following things to you, personally, when you are spending money on entertainment content? Entertainment Spending Drivers: Showing Top 2 Box (Extremely / Somewhat Important) Entertainment Spending Drivers: 78% 70% 68% 65% 57% 55% 49% 49% 47% 42% 35% Being able to access the entertainment immediately Recommendation from a “real life” friend or family member Positive reviews from people I know A trusted company/brand created the actual entertainment content Positive reviews from professional critics (in newspapers, online, on TV, etc.) Popularity of the entertainment Recommendation from or connection to a brand or product I like Being one of the first to enjoy new entertainment Being one of the first to share about my experience with the entertainment Recommendation from a social media (i.e. YouTube) celebrity Recommendation from a traditional celebrity
  15. 15. TRUSTED RELATIONSHIPS DRIVE VIEWS OF BRANDED CONTENT Likely to view branded content that is…: Showing Top 2 Box Q27 How likely would you be to watch this type of entertaining content (not obvious advertising) which each of the following characteristics? [TOP TWO BOX ON 5-POINT SCALE] 15 BRANDS Company/product I use regularly and/or a company I trust 85% VIDEO STREAMING PLATFORMS Video streaming platforms 78% FRIENDS & FAMILY Friend or family member 84% Featured by a news outlet like BuzzFeed NEWS OUTLET 64% Likely to view entertaining content that is created by…
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  17. 17. CONSUMERS TRUST CONTENT CREATORS, DISTRIBUTORS AND BRANDS TO EQUALLY CREATE ENTERTAINING CONTENT 17 Showing Top 4 Box (6-9 on 9 pt. Scale) Q30 Please indicate how much you trust the entertainment content created by the following sources to be entertaining – that is, the degree to which you would trust videos or other entertainment content to be entertaining if you only knew who created it. Please use a 9-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” 74% 73% 72% Online streaming video platform (Netflix, Hulu, Amazon Prime) Traditional broadcast network (NBC, CBS, ABC, etc.) Cable network (HBO, USA, TNT, etc.) Trust Content to be Entertaining: Brand you buy 75%
  18. 18. HOW CONSUMERS DEFINE COMPELLING ENTERTAINMENT CONTENT 18 Q27 How likely would you be to watch this type of entertaining content (not obvious advertising) which each of the following characteristics)? [TOP TWO BOX ON 5-POINT SCALE] Branded content definition: Entertaining content (i.e. videos) produced by brands or companies that are not obvious advertisements teaches me something new INFORMATIVE 87% is part of a series of videos CONNECTED 78% fits naturally with the company sponsoring it AUTHENTIC 76% includes a personal story PERSONAL 74%
  19. 19. COMPELLING ENTERTAINMENT CONTENT DRIVES BUSINESS RESULTS 19 Chose to buy the company’s products or services Recommended the company to a friend, family member or colleague Shared positive company opinions or experiences online Paid attention to future content from the company37% 34% 29% 29% Q28 And thinking back over the past 12 months, have you taken any of the following actions in relation to good or engaging content produced by a brand (again, that is not an obvious advertisement)?
  20. 20. “ENTERTAINMENT NETWORKED” Most consumers comfortable with predictive recommendations for entertainment Trusted brands drive engagement Relationships drive results for brands 20
  21. 21. #EDELENT FOR MORE INFORMATION W W W. E D E L M A N . C O M / I N S I G H T S / I N T E L L E C T U A L - P R O P E R T Y

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