Attention economy Reasons, not ways, to spend attention
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20,000 foot view: Audiences are consuming in different ways, on different platforms, and at different times – from lean-back passive viewing, to lean-forward on-demand, lean-in social engagement, and lean-through creation. Web largely driven by AI, will not change this. However, the resulting content saturation (in addition to existing attention saturation) will inflate the existing challenges that entertainment companies face in vying for limited audience focus. Thus, it is important for all entertainment companies to understand where they are meeting their audiences, and why.
Key insights
- Audiences already enough ways to spend their What they need now are to do so
- Ultimately, all compete, but each fits a content and contextual niche in entertainment lives
- User behaviour not always favour platforms’ mass-audience Only of consumers post with hope of going viral, while post for networking / promotional
- The majority consumers are either neutral or inclined towards more social features entertainment platforms
- However, entertainment are being split by social, previously static forms of ‘packaging’ distribution now becoming fluid and
- With the of AI capabilities in the of audiences, these new distinctions become more pronounced and simultaneously relevant to consumers
- Entertainment companies hone in on the context the usage of their platforms offerings, rather than just greedily for a little bit of
- Brands must be increasingly aware of the issues that matter to their – especially as digital entertainment commodified and increasingly competitive
Companies and brands mentioned in this report: AOL, BandLab, BeReal, Facebook, GarageBand, Meta, Instagram, Myspace, Netflix, Snapchat, Sounds, Spotify, TikTok, Twitch, Twitter, YouTube