From social media to creator tools The evolution of UGC
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The 20,000 foot view: Entertainment is suffering intense competition as audience attention time, already saturated before the pandemic, is hit by the gradual return of ‘in real life’ activities. A flurry of new propositions over the last year and a half, namely in streaming and social media, are competing on largely similar grounds – making differentiation ever more difficult. Audiences are responding to these demands on their attention by changing their preferences to the scarce and novel, which favours creation and other ‘lean-in’ behaviours. Meanwhile, on the creator side, new tools are simplifying the process of going from casual creator to fully-fledged independent artist. The space between the two is narrowing, introducing new opportunity for social media and digital entertainment alike to step into this creative ‘white space’. This is the early onset of a new era of user-generated content (UGC).
Key insights
- Highly engaged, behaviours are prominent amongst younger of males aged play fantasy more than twice the rate any other demographic. of consumers curate their own music collections playlists on streaming
- This lean-in demonstrates the early foundation of long-term need for participation in rather than purely consumption
- While consumer-facing tools are not new, combining with social will extend both potential audience base for creator as well as ensuring the of social media among a creative-focused consumer base
- While ‘tech-focused’ tend to skew male, social-focused user-friendly propositions (mobile games as to console, for example) have more diverse audiences
- Combining social creative will allow the creator sector to compete directly with stand-alone digital propositions, including music, and gaming
- This means product strategists in music, video games should pay closer attention this merging with social, and their own propositions in order allow their audiences to diversify behaviour between lean-in and background
Companies and brands mentioned in this report: Apple, Apple Arcade, BandLab, Discord, Facebook, FL Studio, GarageBand, Google Stadia, Instagram, Myspace, Netflix, PlayStation Now, Roblox, Snapchat, SoundCloud, Spotify, TikTok, Twitter, YouTube