Fandom and lean-in culture are reshaping video
Report by
Hanna Kahlert
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The 20,000 foot view: To compete in the new hyper-saturated attention economy, entertainment propositions must tap into audience sentiment to generate fandom and understand where they fit in the lives and habits of audiences.
Key Insights
- As linear declines, outpaced by on-demand, cultural are being replaced by cultural
- Fandom for TV show is more important ever. Fandom is underpinned by key aspects: identity, attention, scarcity, wallet share
- Finding fandom is important to serve audiences a way that tempts them return to a service, by them in multiple avenues across varied entertainment habits. For example, video subscribers are also fans American football; are fans of music, and are fans of
- Consumers are for originality and are seeking ways to actively engage with experiences that interest them – beyond the point of consumption
- Entertainment providers either incorporate and facilitate this which many new insurgents are – or they can ignore in the same way broadcast has largely continued to do, the detriment of consumer attention, and cultural relevance
- While some will super-serve a consumer need order to drive sustainable usage, may want to broaden their to incorporate the different contexts usage
- Strategic value be increasingly derived from crafting content partnerships, and / or lean-in features onto platforms and
Companies and brands mentioned in this report: Amazon, Apple, Google, Netflix, Spotify, TikTok, Twitter, YouTube