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Entertainment and Media Insights
Trend Report / 2015
2 Entertainment and Media Insights / Trend Report 2015
Contents
Entertainment and Media Insights
Trend Report / 2015
Film ...
Film has always acted as a reflection of society at large, and as we grow and advance our technologies it’s become even
mo...
4 Entertainment and Media Insights / Trend Report 2015
Horror Takes Biggest Share of Social Real-estate
Box office ticket ...
5 Entertainment and Media Insights / Trend Report 2015
Net Sentiment Comparison from 1/1/10 to 9/21/15
Science
Fiction
Pos...
6 Entertainment and Media Insights / Trend Report 2015
Understanding Early Audience Interests
Sci-Fi Shifts from Specializ...
7 Entertainment and Media Insights / Trend Report 2015
Science Fiction Moves Into New Spaces
Reaching new target consumers...
8 Entertainment and Media Insights / Trend Report 2015
Millennials Taking Over Science Fiction
Dramatic demographic shift ...
9 Entertainment and Media Insights / Trend Report 2015
People Love Outdoor Cinemas...
4,567% spike in interest / 2010 to 2...
10 Entertainment and Media Insights / Trend Report 2015
For the Free Entertainment
Breaking down conversation around outdo...
11 Entertainment and Media Insights / Trend Report 2015
Cinemagoer Discontent with High Cinema Prices
Takes Aim At Snacks
...
12 Entertainment and Media Insights / Trend Report 2015
Dissatisfaction with Discounts and Promotions
Evolution of cinema ...
13 Entertainment and Media Insights / Trend Report 2015
High Snack Prices Drive Frustration At The Movies
Topics of Conver...
14 Entertainment and Media Insights / Trend Report 2015
Fans Give Hunger Games Most Love
Share of conversation on YA film ...
15 Entertainment and Media Insights / Trend Report 2015
Topic 2013 2015
Change
(ppts)
Where are black female protagonists?...
Music connects people all over the world as music and movie conversation continues to be the most prevalent social
discuss...
17 Entertainment and Media Insights / Trend Report 2015
Top Country Music Gains Pace With Social Fans
General country musi...
18 Entertainment and Media Insights / Trend Report 2015
Apparent Downturn in Interest in Absence of Key Influencer
Isolati...
19 Entertainment and Media Insights / Trend Report 2015
Taylor Swift Surpasses Other Country Music Discussion on Social
Hi...
20 Entertainment and Media Insights / Trend Report 2015
Taylor Swift Propels Country Music Discussion
Measuring influencer...
21 Entertainment and Media Insights / Trend Report 2015
Swift’s Share of Social Real-estate Escalates
Measuring influencer...
22 Entertainment and Media Insights / Trend Report 2015
Get Country, Get Happy
Fans discuss the effects of country music /...
23 Entertainment and Media Insights / Trend Report 2015
Country Music Appeals to Wider Audience
Demographic shifts in coun...
24 Entertainment and Media Insights / Trend Report 2015
Pirating Continues to Rise
Conversation Around Music Pirating by Q...
25 Entertainment and Media Insights / Trend Report 2015
Piraters Become More Brazen
Increased visibility in pirating conve...
26 Entertainment and Media Insights / Trend Report 2015
Not Your Standard Pirate
Demographic shifts reveal a more diverse ...
Sports leagues have adapted to gauge athletes’ capabilities based on their best stats. It should be no surprise that this
...
28 Entertainment and Media Insights / Trend Report 2015
0
5
10
15
20
25
Jan '13
Apr '13
Jul '13
Oct '13
Jan '14
Apr '14
Ju...
29 Entertainment and Media Insights / Trend Report 2015
Fan Betting Websites in Full Swing with Social Fans
Unique Areas o...
30 Entertainment and Media Insights / Trend Report 2015
Almost All of Fantasy Fans Over Social Are Gen Y/X
Demographic shi...
31 Entertainment and Media Insights / Trend Report 2015
Basketball Analytics Dethrones Hockey and Baseball Analytics
Share...
Gaming is the segment of the entertainment world that has shattered records for market growth in recent years. Four-
in-te...
33 Entertainment and Media Insights / Trend Report 2015
Fans Flock to Leading MOBA
(Multiplayer Online Battle Arena) Games...
34 Entertainment and Media Insights / Trend Report 2015
Social media data reflects the growing MOBA trend. The audience di...
35 Entertainment and Media Insights / Trend Report 2015
However, as attention towards PC gamers increases, PC hardware
mar...
36 Entertainment and Media Insights / Trend Report 2015
Arthouse gamers—gamers following auteur games, or games designed f...
37 Entertainment and Media Insights / Trend Report 2015
While an interest in gaming was also the most prominent segment wh...
38 Entertainment and Media Insights / Trend Report 2015
In retro gaming discussion, video games were again the common inte...
39 Entertainment and Media Insights / Trend Report 2015
The mobile gaming audience was the only one whose largest interest...
Conclusion
Social analytics provides companies a lens with which to better understand the desires and perspective of
key c...
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Entertainment and Media Insights Trend Report for 2015 in US

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It’s one of the largest, most expensive,
and sought-after industries to work in. If
you can make it in entertainment, you can
make it anywhere. With each new movie
release, streaming service, broadcasting
program, book launch, or expose with
accent the bustling businesses that keep
our $2 trillion dollar global entertainment
and media complex thriving need more
and more information to stay on the cutting
edge and keep impressing viewers, readers
and listeners. How agencies, publicists,
producers, and major brand executives
stay ahead of the curve for their next big
launch? The answer has to be in the data
they interpret. The insights provided by
public audiences prove their value. By
analyzing the audience conversations on
top blogs, forums, social media platforms,
and news and media sites, we’ve created a
list of some of the most relevant, exciting
insights into the trending conversations in
Entertainment and Media for 2015.

Entertainment and Media Insights Trend Report for 2015 in US

  1. 1. Entertainment and Media Insights Trend Report / 2015
  2. 2. 2 Entertainment and Media Insights / Trend Report 2015 Contents Entertainment and Media Insights Trend Report / 2015 Film & Broadcast Music Sports Gaming 3 14 25 30 It’s one of the largest, most expensive, and sought-after industries to work in. If you can make it in entertainment, you can make it anywhere. With each new movie release, streaming service, broadcasting program, book launch, or expose with accent the bustling businesses that keep our $2 trillion dollar global entertainment and media complex thriving need more and more information to stay on the cutting edge and keep impressing viewers, readers and listeners. How agencies, publicists, producers, and major brand executives stay ahead of the curve for their next big launch? The answer has to be in the data they interpret. The insights provided by public audiences prove their value. By analyzing the audience conversations on top blogs, forums, social media platforms, and news and media sites, we’ve created a list of some of the most relevant, exciting insights into the trending conversations in Entertainment and Media for 2015.
  3. 3. Film has always acted as a reflection of society at large, and as we grow and advance our technologies it’s become even more important to understand how viewers respond and relate to key topics from the silver screen. What storylines bring tears to the eyes of listeners, what do viewers think about the anti-hero, or how relatable is the villain are questions that invade social consciousness and are shared furiously over social media, fluttering responses between those who call themselves movie aficionados and the infrequent movie-attendees. These responses demonstrate the qualitative and quantitative strengths that analyzing social data can bring the film industry. Today, social insights provide us with a clearer picture of consumers who prefer sitting in their own living to viewing a blockbuster in a theater. We can understand what genre of films get the most praise and receive the highest positive sentiment over social, and what issues consumers have with the theater-going experience today. All of these details are invaluable in the pursuit of new audiences or demographics to market to effectively with post-production marketing decisions, trailer releases or DVD marketing strategies. Take a look at some of our top insights in film for 2015. Film and Broadcast
  4. 4. 4 Entertainment and Media Insights / Trend Report 2015 Horror Takes Biggest Share of Social Real-estate Box office ticket sales indicate that Sci-Fi films receive the most ticket sales, followed by Romantic Dramas, and then Horror films, however, social engagement is highest for Horror films. In this graphic we can see the share of voice each genre takes on social, revealing how social data provides insights on fan engagement that other data sources can’t. But Romantic Films receive the most positive sentiment, followed by Science Fiction films. 20% 53% 27% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 2011 2012 2013 2014 2015 ShareofConversation Genre Share of Conversation by Year Romantic Drama Films Horror Films Science Fiction Films Analyzing social share of voice against ticket sales / 2010 to 2015
  5. 5. 5 Entertainment and Media Insights / Trend Report 2015 Net Sentiment Comparison from 1/1/10 to 9/21/15 Science Fiction PositiveNegative 49% 44% 52% 18% 34% 21% Horror Romantic Romantic Films Win Out With Social Love Despite Perceived Stigma of Rom Coms Social analytics reveal that Romantic Films receive the most positive sentiment from viewers, followed by Science Fiction films. Analyzing sentiment around discussion of these top three genres over the last five years, (1/1/10-9/21/15) we determined that 52% of Romantic film viewers on social talk positively about these films, despite the perception that men hate these films. This dominating positive perception is followed by discussion of Sci-Fi films, which over the last five years viewers have responded with 49% positivity. Being able to capture audience sentiment before, during, and after watching—in real-time—allows industry officials to move beyond simply capturing purchase decisions, revealing if audiences felt any kind of buyer’s remorse. This reaches viewers across the movie aisles and to their homes, and provides a level of viewer reaction that ticket quantities just can’t match. Sentiment analysis for audience perception of genre films / 2010 to 2015
  6. 6. 6 Entertainment and Media Insights / Trend Report 2015 Understanding Early Audience Interests Sci-Fi Shifts from Specialized Interests to More General Audience Interests / 2010 to 2011 Science Fiction films are continuing to expand their appeal from a niche audience to a younger millennial audience. Affinities analysis from early conversation audience (2010-2011) show strong interests in comics, podcasts, Star Trek, Alan Moore and filmmakers. These contextualizing interests are not surprising for Sci-Fi conversation, and reveal that the persona type engaging with Sci-Fi conversation over social is a targeted and specific audience. Those discussing Sci-Fi films are those interested in everything Sci-Fi. Alan Moore Celebrities Blogging Star Trek Filmmakers Podcasts Science Fiction Star Wars Comics Writing 10x 100x 1000x Anityvs.AllofTwitter Topic Relative Size A nity vs. All Twitter Alan Moore 1.4% 404 Celebrities 2.7% 62 Blogging 3.4% 60 Star Trek 3.1% 38 Filmmakers 2.0% 30 Podcasts 1.5% 16 Science Fiction 1.8% 11 Star Wars 1.4% 10 Comics 2.9% 6 Writing 5.3% 3
  7. 7. 7 Entertainment and Media Insights / Trend Report 2015 Science Fiction Moves Into New Spaces Reaching new target consumers / 2013 to 2015 High School SnapChat Sherlock The Hunger Games Ricky Gervais PlayStation 3 Pop Punk Geordie Shore The X Factor 10 100 1000 Anityvs.AllofTwitter Topic Relative Size A nity vs. All Twitter High School 1.2% 247 SnapChat 2.0% 44 Sherlock 1.4% 7 The Hunger Games 1.0% 7 Ricky Gervais 1.2% 7 PlayStation 3 1.2% 6 Pop Punk 0.8% 5 Geordie Shore 1.4% 4 The X Factor 3.6% 3 Recent audience conversation shows strong interests in High School, SnapChat, Ricky Gervais, and Geordie Shore. Affinities for these topics reveal that not only is Sci-Fi appealing to a younger millennial audience (247 times more interested in High School), but Sci-Fi is appealing to a more general or mainstream audience who is concerned with following pop culture topics and updates. This can confirm to those in the industry the value in this space. Being able to see nuanced profiles of audiences—and when these shift—provides crucial information for marketing planning in segmenting and pursuing these fans.
  8. 8. 8 Entertainment and Media Insights / Trend Report 2015 Millennials Taking Over Science Fiction Dramatic demographic shift in market / 2010 to 2011 & 2013 to 2015 Science Fiction film discussers have also seen a dramatic demographic shift. Those 17 and below and 18-24 are now 37% and 30% of discussers respectively, up from 17% each for early discussion. 35 and older discussers previously dominated discussion. Not only do these insights provide a great baseline in understanding and measuring how audiences have shifted, but they work in harmony with contextualizing interest discussion, providing a full picture of where to find and target your new audiences. 150k 100k 50k 17 and below 42,813 posts Volume 18-24 44,244 posts 25-34 49,270 posts 35 and above 118,874 posts Age Breakdown from 1/1/10 to 12/31/11 650k Age Breakdown from 1/1/13 to 9/18/15 550k 450k 350k 250k 150k 50k 17 and below 566,282 posts Volume 18-24 450,929 posts 25-34 158,719 posts 35 and above 346,970 posts
  9. 9. 9 Entertainment and Media Insights / Trend Report 2015 People Love Outdoor Cinemas... 4,567% spike in interest / 2010 to 2014 Over the last five years, discussion of outdoor films or movie-in-the-park experiences has seen an overwhelming 4,567% increase in volume of discussion. For those in the film industry, this provides a crucial opportunity to capitalize on and investigate. Why audiences are increasingly interested in movie-in-the-park experiences could reveal key movie going trends to take advantage of. 0 50 100 150 200 250 300 350 400 2010 2011 2012 2013 2014 Tweets(Thousands) Conversation around Outdoor Cinemas by Year
  10. 10. 10 Entertainment and Media Insights / Trend Report 2015 For the Free Entertainment Breaking down conversation around outdoor cinema into the major topics of discussion can reveal insights on the motivations of audiences. Beyond excitement about going, fans are most interested in the affordability of the drive-in or cinema in the park (22% of conversation), as well as interested in its possibility as a date option (17%). Discussion of affordability has increased by 26% over the last two years, and explains why audiences keep coming back. Topic Proportion Change (2013 – 2015) Want to go/Going 49% -29% Inexpensive/Free 22% +26% Good date 17% +8% Locations 6% -2% Solution to Boredom 2% -4% General Positive 1% - Perfect night/good weather 1% +2% Better than the theater <1% - First drive-in movie <1% - Bored at the Drive in <1% -1% Affordability drives interest / 2013 to 2015
  11. 11. 11 Entertainment and Media Insights / Trend Report 2015 Cinemagoer Discontent with High Cinema Prices Takes Aim At Snacks As negative sentiments escalate / 2010 to 2015 With cinema prices ever increasing, we looked to the negative conversation about cinema prices and revealed that this conversation has increased by 26% over the past five years, and represents a key opportunity for those in the industry to get ahead of negative perceptions that could impact sales.
  12. 12. 12 Entertainment and Media Insights / Trend Report 2015 Dissatisfaction with Discounts and Promotions Evolution of cinema pricing complaint discussion / 2010 to 2015 In the early discussion, 2010-2011 (left), the expense of food only accounts for 25% of conversation, while discounts or promotions measure at 29% of conversation. In the last three years (right), food price discussion is up to 66% and discounts discussion is down to 11%. Here we can see cinemagoers losing interest in promotions, while their concern with food prices increases. 25% 66% 29% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 - 12 2013 - 15 ShareofConversation Share of Cinema Price Complaints by Time Period Staying home / not going Discounts / promotions Food is too expensive Tickets too expensive General mentions
  13. 13. 13 Entertainment and Media Insights / Trend Report 2015 High Snack Prices Drive Frustration At The Movies Topics of Conversation / 2010 to 2015 By analyzing the “why” behind the conversation, we can learn that users have forgone purchasing snacks because of the perceived high prices. What’s even more interesting, the majority of users who discuss attending movies are not even purchasing any snacks; they are bringing in treats to the movies from outside sources. This is a great opportunity for brands to capitalize on this distinction, creating marketing strategies around deals and affordability and winning back some movie snackers. 88% 5% 5% 2% Bringing my own food Popcorn is too expensive Candy is too expensive Other mentions Drivers of “Food is too expensive” Category
  14. 14. 14 Entertainment and Media Insights / Trend Report 2015 Fans Give Hunger Games Most Love Share of conversation on YA film series by year / 2011 to 2014 Surveying the trend in young adult blockbuster film serieses, we looked at four recent films, The Hunger Games, Twilight, Divergent, and the Hobbit trilogy, seeing which films audiences engaged with most in the social space. Below, we can see that The Hunger Games takes a 40% share of voice when compared to the other serieses. Social insights like these can be useful for creatives and movie producers to benchmark themselves against competing efforts, and know how they’ve done at engaging their fans beyond the theaters. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 2014 ShareofConversation Share of Conversation by Year Hunger Games: 2012-2015 Twilight: 2008-2012 Divergent: 2014-2017 The Hobbit: 2012-2014 42% 36% 8% 14%
  15. 15. 15 Entertainment and Media Insights / Trend Report 2015 Topic 2013 2015 Change (ppts) Where are black female protagonists? 8% 10% +2% Spotlighting Female Celebrities 12% 15% +3% Movies made by women that are innately sexist 7% 4% -2% Film quality prioritized over sexism 20% 16% -4% Calling out sexist people 8% 4% -4% Sexism in Hollywood is out of control 9% 14% +5% The sexism discussion is out of control 9% 7% -2% Mocking / Jokes 22% 25% +3% Sexist Comments 6% 4% -2% Topics of Film Sexism Conversation 10.3 19.3 0 5 10 15 20 25 2013 2015Tweets(Thousands) Volume of Conversation around Film Sexism by Year Sexism in Film The rise of celebrity conversations / 2013 to 2015 From 2013 to 2015, general conversation mocking those who participate in the sexism discussion remains to be the largest sector of conversation (with retweets and website links removed). However, major growth has occurred in celebrity driven conversation, and comments that question the lack of presence of black women in film has grown as well. We also see a decrease in blatantly sexist conversation, and a rise in conversation of users who believe sexism is a problem in Hollywood. What can we take away from these data points? We can see that this issue is not going away, and those that denied its importance before are slowly but surely falling out of the conversation altogether. While jokes still drive the largest portion of conversation, the conversation that call out sexist behavior and ask the right questions has risen considerably (37% in 2013 supportive/investigation into sexism in film to 44% in 2015). Topics of Film Sexism Conversation Volume of Conversation around Film Sexism by Year
  16. 16. Music connects people all over the world as music and movie conversation continues to be the most prevalent social discussion across almost every country. What we can learn about users from the types of music they listen to and what they discuss can greatly affect how to better understand and relate to key audiences across the world. These cultural distinctions can be crucial for an artist’s global success. Social data can provide understanding around audience analytics that shares both a qualitative and quantitative side, revealing regional influencers as well as related trends to top social music icons. Brands can employ these insights to connect to target audiences through marketing strategies that will prove to be successful ( because the data already demonstrates the audience’s’ interests). Here are some of the top music insights from social data for 2015. Music
  17. 17. 17 Entertainment and Media Insights / Trend Report 2015 Top Country Music Gains Pace With Social Fans General country music discussion volume over social / 2010 to 2011 Analyzing general country music listening habits as well as the Billboard top country artists for the last five years, we revealed that conversation about country music on social is on the rise, with nearly 40 million tweets in 2014. This paints a promising picture for the health of the industry and future growth. 0 5 10 15 20 25 30 35 40 45 2010 2011 2012 2013 2014 Tweets(Millions) Country Music Conversation by Year
  18. 18. 18 Entertainment and Media Insights / Trend Report 2015 Apparent Downturn in Interest in Absence of Key Influencer Isolating conversation outside key influencer Taylor Swift / 2010 to 2011 However, we can further breakdown this engagement, seeing the same data set minus Taylor Swift conversation paints an illustration that country music is losing pace, seeing a drop to less than 15 million tweets in 2014. Given the disparity from levels of all country music conversation, this provides opportunity for further discovery. 0 5 10 15 20 25 2010 2011 2012 2013 2014 Tweets(Millions) Country Music Conversation by Year (Excluding Taylor Swift)
  19. 19. 19 Entertainment and Media Insights / Trend Report 2015 Taylor Swift Surpasses Other Country Music Discussion on Social Historic comparison of country music discussion related to Taylor Swift discussion / 2010 to 2011 The visual below is helpful in illustrating the relevance of Taylor Swift as an influencer stakeholder in the country music conversation, with conversation about Taylor Swift actually surpassing levels of other country music conversation in 2014. This is particularly interesting given her recent transition to more pop focus in her music. 0 5 10 15 20 25 30 35 40 45 2010 2011 2012 2013 2014 Tweets(Millions) Country Music vs. Taylor Swift Conversation by Year All Country Music Taylor Swift
  20. 20. 20 Entertainment and Media Insights / Trend Report 2015 Taylor Swift Propels Country Music Discussion Measuring influencer early share of voice on social / 2010 to 2011 Put another way, we can say that Taylor Swift is propelling the country music conversation. Over the last 5 years, we can see that Taylor Swift makes up two-thirds of the overall country music conversation on social media. 34% 66% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 2011 2012 2013 2014 ShareofConversation Share of Conversation by Year Country Music (Excluding Taylor Swift) Taylor Swift
  21. 21. 21 Entertainment and Media Insights / Trend Report 2015 Swift’s Share of Social Real-estate Escalates Measuring influencer recent share of voice on social / 2010 to 2011 Measuring her influence in the last two years, when it seemed that volume of other country music conversation has decreased, we can see she takes an almost 80% share of conversation. 21% 79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 ShareofConversation Share of Conversation by Quarter Country Music (Excluding Taylor Swift) Taylor Swift
  22. 22. 22 Entertainment and Media Insights / Trend Report 2015 Get Country, Get Happy Fans discuss the effects of country music / 2010 to 2011 Despite the potential hole left in the market by Taylor Swift, categories of general country music listening are increasing with fans over social. So it is not that the act of listening to country music has gotten less popular, but it is rather that other artists are not generating as much buzz as Taylor Swift. The dominant driver of listening to country music is the effects it has on listeners (381,301)—making people happy or improving their days. This is crucial, revealing why fans keep listening and tuning in.
  23. 23. 23 Entertainment and Media Insights / Trend Report 2015 Country Music Appeals to Wider Audience Demographic shifts in country music listeners / 2010 and 2014 to 2015 Demographics for gender have shifted to be closer to parity, highlighting that country music is now appealing to a wider audience. This is crucial to know when planning marketing strategies and events to engage this growing audience. 2010 2014-2015 71% Female 29% Male 39% Male 61% Female
  24. 24. 24 Entertainment and Media Insights / Trend Report 2015 Pirating Continues to Rise Conversation Around Music Pirating by Quarter / 2013 to 2015 Despite rising tensions and sanctions around the international pirating community, its leaders, and worldwide governments, the conversation about pirating has grown over the past few years. Using social analytics to understand this trend presents an opportunity for those in the industry to investigate not only why people pirate, but who pirates in to get ahead of this problematic upswing. 0 20 40 60 80 100 120 140 160 180 200 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Tweets(Thousands) Conversation around Music Pirating by Quarter
  25. 25. 25 Entertainment and Media Insights / Trend Report 2015 Piraters Become More Brazen Increased visibility in pirating conversation / 2011 to 2014 Along with this growth in conversation, the idea of the illegality and consequences of pirating have also become more openly spoken about, and take up more of the conversation. Tracking this growth in sub-discussion can reveal that audiences are becoming more bold in their conversation about pirating while becoming less concerned with getting caught and discussing it more prevalently. This lack of fear provides crucial insight into why people pirate and continue to pirate. 2013 2015
  26. 26. 26 Entertainment and Media Insights / Trend Report 2015 Not Your Standard Pirate Demographic shifts reveal a more diverse population taking up pirating / 2013 A significant change in the audience has also shown the trend of growing popularity in pirating music, moving from a predominantly youth dominated topic to a diverse audience. This reveals exactly where pirating conversation is gaining momentum and allows those in the industry the opportunity to intervene in this growing trend. 30k 20k 10k 17 and below 25,655 posts Volume 18-24 13,514 posts 25-34 3,515 posts 35 and above 10,530 posts Age Breakdown from 1/1/13 to 12/31/13
  27. 27. Sports leagues have adapted to gauge athletes’ capabilities based on their best stats. It should be no surprise that this section of the entertainment industry garners huge consumer interest, in every way from sharing social posts regarding top performing players, their career statistics, and the likelihood of their success, to the explosion of interest in fantasy sports leagues. Consumers cannot get enough of top sporting conversations and social data helps leading advertisers and brand executives understand who’s watching and what they care about. Understanding each sporting audience in greater depth allows for more accurate and extensive returns for these major companies. Check out our sports stats for 2015 pulled straight from social data analysis. Sports
  28. 28. 28 Entertainment and Media Insights / Trend Report 2015 0 5 10 15 20 25 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14 Jan '15 Apr '15 Jul '15 Tweets(Thousands) Conversation Trends around Fantasy Baseball by Month Leagues Teams Drafts Fantasy Baseball Falls Out of Favor Over Social Conversation Trends Around Daily Fantasy Baseball by Month / 2013 to 2015 Trends suggest that fantasy baseball may have become less popular in general, judging by the fall in post volume relating leagues, teams, and drafts in recent years. By analyzing topic waves and demographic data, we can see how the conversation has shifted over time, and infer the causes of this shift. Media and entertainment professionals can find this kind of data invaluable when researching how to market their product, and who to market it to in a changing environment.
  29. 29. 29 Entertainment and Media Insights / Trend Report 2015 Fan Betting Websites in Full Swing with Social Fans Unique Areas of Growth / 2010 to 2011 Despite the general downtrend in favor of fantasy baseball, daily conversation about fantasy baseball and talk about players have become more popular, which could be the result of daily fly betting websites like FanDuel and DraftKings. Narrowing in on the topics in the general conversation tells those in the industry where they might find a productive opportunity in the current environment. 0 5 10 15 20 25 30 Jan '13 Apr '13 Jul '13 Oct '13 Jan '14 Apr '14 Jul '14 Oct '14 Jan '15 Apr '15 Jul '15 Tweets(Thousands) Conversation Trends around Daily Fantasy Baseball by Month Daily Fantasy Baseball Fantasy Lineups
  30. 30. 30 Entertainment and Media Insights / Trend Report 2015 Almost All of Fantasy Fans Over Social Are Gen Y/X Demographic shifts reveal a productive target audience / 2015 Along these lines, the main audience has shifted heavily towards 25-34 year olds, a demographic very interested in sports and with disposable income to use on betting. This not only reinforces the opportunity in this area, but tell those in the industry exactly who they are targeting with their efforts. 30k 20k 10k 17 and below 3,503 posts Volume 18-24 23,554 posts 25-34 18,406 posts 35 and above 10,589 posts Age Breakdown from 1/1/13 to 12/31/13 50k 20k 30k 40k 10k 17 and below 6,149 posts Volume 18-24 12,783 posts 25-34 43,383 posts 35 and above 16,430 posts Age Breakdown from 1/1/15 to 12/31/15
  31. 31. 31 Entertainment and Media Insights / Trend Report 2015 Basketball Analytics Dethrones Hockey and Baseball Analytics Share of Conversation / 2013 to 2015 Below (left), we can see that conversation about sports analytics has risen since 2013. Discussion has increased 39% from 2013, and is up 37% since 2014. This suggests that sports fans are increasingly interested in the sports analytics space, and this is a viable sector for sports brands to tap into, whether it be through digital engagement over social, or more traditional efforts. Diving into the analytics discussion (above right), we uncovered that over the last year (Jan-Sept 2015) audiences were most interested basketball analytics, while their interests in football analytics and baseball analytics has progressively declined. Knowing which subsegments of discussion are most prevalent illuminates where to target efforts in pursuing this trend.
  32. 32. Gaming is the segment of the entertainment world that has shattered records for market growth in recent years. Four- in-ten American adults own a gaming console, and what once started with a niche audience sector with specialized products has normalized to be a standard household appliance. New gaming products shows no sign of slowing down. Understanding the demographic and psychographic characteristics of audiences interested in top games, top gaming personas and the social spaces where those gaming console conversations take place can be the difference in a successful product launch or a failed connection with the audience. Scroll through our gaming industry insights for 2015. Gaming
  33. 33. 33 Entertainment and Media Insights / Trend Report 2015 Fans Flock to Leading MOBA (Multiplayer Online Battle Arena) Games MOBA (Multiplayer online battle arena) is one of the most popular genres in gaming today. Titles such as DOTA 2, League of Legends, and Heroes of the Storm have attracted millions of fans around the world and millions of dollars in business interests. Born from a subgenre of real-time strategy games such as StarCraft or WarCraft, MOBA games enable players to control one special character (called “heroes” or “champions” depending on the title) in the midst of a greater battle between 2 sides. MOBA games are praised for their deep complexity and strategy, as character development and teamwork are integral to the outcome of a match. Professional gaming competitions around MOBA games emerged as the genre increased in popularity, eventually attracting broadcasters like ESPN and introducing eSports to the daily fantasy sports website DraftKings.
  34. 34. 34 Entertainment and Media Insights / Trend Report 2015 Social media data reflects the growing MOBA trend. The audience discussing MOBA games has grown larger and at a faster rate throughout the past 3 years. New unique authors in MOBA conversation have increased year over year, a clear signal of a growing trend compared to a slowing growth in audience around first person shooter genre conversation. Most interesting to note is that MOBA games are exclusive to PCs, which presents an opportunity to brands targeting PC gamers. Studies suggest the PC gaming market is making a comeback in the wake of the most recent next-generation console wars, and others suggest much of that comeback can be attributed to the growing popularity of MOBA games. 900,000 2012 2013 2014 800,000 700,000 600,000 500,000 400,000 300,000 200,000 100,000 0 MOBA New Unique Authors by Year 1,200,000 2012 2013 2014 1,000,000 800,000 600,000 400,000 200,000 0 FPS New Unique Authors By Year MOBA (Multiplayer Online Battle Arena) Genre Games Are Spearheading a PC Gaming Comeback MOBA genre audience is growing faster than FPS (first person shooters) / 2012 to 2014
  35. 35. 35 Entertainment and Media Insights / Trend Report 2015 However, as attention towards PC gamers increases, PC hardware marketers have much to learn about their audience. As Adi Roberson of The Verge describes, “gaming is bigger the PC world’s imaginary monoculture”. Social media data reveals a more diverse audience by interests, beyond the perceived “monoculture”. When analyzing the audience around MOBA genre conversation, “core gamers” make up less than half of all users within the conversation. Other interests echo a “sports fan”, “pop culture”, or “global interest” archetype. PC hardware manufactures are especially well-positioned to capitalize on the converging MOBA/PC gaming trend. PC gaming hardware sales totaled $21.5 billion in 2014, more than double that of consoles. PC hardware brands vastly outnumber their console counterparts, which are dominated by giants such as Sony’s PlayStation, Microsoft’s Xbox, and Nintendo. In response to the growing PC gaming audience, major PC hardware brands have broken out dedicated sub-brands targeting the highly coveted gaming market. Examples include LogitechG, Plantronics Gaming, and Asus’ Republic of Gamers. Groups within MOBA Genre Conversation Audience Core Gamers (45%) eSports Science & Technology Xbox PlayStation League of Legends Microsoft Pokemon Sports Fans (19%) Basketball ESPN NFL Reddit Motocross Energy Drinks Pop Culture (36%) Star Trek Justin Bieber News & Media John Lennon Paramore The Jonas Brothers One Direction Global Interest (<1%) Beirut Chile Travel Channel Venezuela New Zealand commoninterests commoninterests commoninterests commoninterests MOBA Genre Audience Is A Diverse Group Of Gamers Understanding MOBA’s variety of gaming personas / 2013 to 2015
  36. 36. 36 Entertainment and Media Insights / Trend Report 2015 Arthouse gamers—gamers following auteur games, or games designed for their aesthetics—are unique in their own right, holding multiple interests beyond gaming (above left). The second strongest interests segment reveals other industry-specific topics, including software development, blogging and science & technology (above right). The arthouse audience also has an interest in other worldly topics, including world news and Australian politics. This suggests that arthouse gamers flock to their games for their creativity and for their design—invaluable information for marketers planning their next marketing messaging strategy. Gaming Audience Analysis: A Gamer Is a Gamer Is a Gamer? Arthouse Gamers Hold More Mature Interests, from Software Development to Politics / 2011 to 2015 Groups within Arthouse Genre Conversation Audience Sports Fans (10%) Mixed Martial Arts Baseball Wrestling Basketball Hip Hop ESPN Hockey commoninterests Global Interest (6%) World News Australian Politics A ordable Care Act Bollywood Scotland commoninterests Core Gamers (57%) Video Games Game Development Xbox PlayStation Ubisoft Nintendo Sony commoninterests Techies (27%) Software Development Apple Blogging Science & Technology Innovation NASA commoninterests
  37. 37. 37 Entertainment and Media Insights / Trend Report 2015 While an interest in gaming was also the most prominent segment when looking at the First Person Shooter audience (above left), FPS gamers were also largely interested in sports and other general pop culture interests, such as actors, celebrities and One Direction (above right). This tells us that first person shooter gamers are a more general audience, and tailoring efforts to them for these games can be filtered through more general outlets. Groups within Person Shooter Genre Conversation Audience Sports and Pop Culture Fans Make Up Notable Portion of First Person Shooter Audience / 2013 to 2015 Pop Culture (11%) YouTube Actors Cars Blogging Celebrities One Direction Ed Sheeran Harry Styles Groups within First Person Shooter Genre Conversation Audience Global Interest (10%) Fashion World News MTV England Politico MSNBC Benghazi Fox News commoninterests Sports Fans (27%) Basketball Baseball ESPN NHL UFC commoninterests Core Gamers (51%) Video Games Game Development Xbox PlayStation Ubisoft Minecraft commoninterests commoninterests Metal Heads (1%) Heavy Metal Hard Rock Guitars Classic Rock commoninterests
  38. 38. 38 Entertainment and Media Insights / Trend Report 2015 In retro gaming discussion, video games were again the common interests held by most users. Users interested in crafting and antiques were also present, potentially suggesting that some passionate retro gamers are interested in these games for their craft and aesthetic. Sports fans and users with more mature interests, such as the Democratic party and arts festivals, also made up a notable share of users of retro games, highlighting that retro games have not lost their appeal to more mature audiences who have remained loyal with the games. This type of segmentation lends itself to multiple efforts and messaging strategies. Groups within Retro Genre Conversation Audience A Creative, Crafty Group Represents the Most Talkative Users in the Retro Gaming Conversation / 2013 to 2015 Pop Culture (13%) Apple Blogging Design One Direction Disney Channel iCarly Groups within Retro Genre Conversation Audience Global Interest (2%) Australia Arts Festivals Canada Democratic Party Bollywood commoninterests Crafters (1%) Etsy Crafts eBay Gifts Jewelry Antiques Crochet commoninterests Sports Fans (45%) Basketball Hip Hop ESPN Soccer Formula One NFL commoninterests commoninterests Core Gamers (39%) Video Games Game Development Xbox PlayStation Anime Nintendo commoninterests
  39. 39. 39 Entertainment and Media Insights / Trend Report 2015 The mobile gaming audience was the only one whose largest interest segment was interested in topics other than video games. The more prominent interest segments included sports fans and techies. This suggests a wholly different approach to targeting and winning over these fans. Groups within Mobile Gaming Conversation Audience Unlike Other Gamers, Mobile Gaming Users with a Specific Interest in Gaming Did Not Hold the Largest Share of Discussion / 2013 to 2015 Global Interest (11%) Dubai Middle East A ordable Care Act Bollywood MSNBC Pakistan Groups within Mobile Gaming Conversation Audience Pop Culture (7%) One Direction Justin Bieber The X Factor MTV Paparazzi Miley Cyrus Pop Music commoninterests Core Gamers (19%) Video Games Game Development Microsoft PlayStation Nintendo Minecraft commoninterests Sports Fans (42%) Basketball Hip Hop ESPN Soccer Wrestling WWE commoninterests commoninterests Techies (21%) Science & Technology Apple Software Development Innovation Finance commoninterests
  40. 40. Conclusion Social analytics provides companies a lens with which to better understand the desires and perspective of key consumer audiences. By evaluating these responses, entertainment and media professionals can build and improve upon their strategies to connect with users interested the gaming, music, film and sports. These fields are tied to the some of the most prolific conversations over social media, and with millions of new responses every day, there’s always a new discussion or audience evolving with conversations in these fields. It’s important to use the power of social insights to accurately relate and understand target audiences as these high-powered industries evolve.
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  • arkeerthi5

    Mar. 17, 2016

It’s one of the largest, most expensive, and sought-after industries to work in. If you can make it in entertainment, you can make it anywhere. With each new movie release, streaming service, broadcasting program, book launch, or expose with accent the bustling businesses that keep our $2 trillion dollar global entertainment and media complex thriving need more and more information to stay on the cutting edge and keep impressing viewers, readers and listeners. How agencies, publicists, producers, and major brand executives stay ahead of the curve for their next big launch? The answer has to be in the data they interpret. The insights provided by public audiences prove their value. By analyzing the audience conversations on top blogs, forums, social media platforms, and news and media sites, we’ve created a list of some of the most relevant, exciting insights into the trending conversations in Entertainment and Media for 2015.

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