Profiling the social media footprint of niche entertainment audiences for Web 3
The 20,000 foot view
Entertainment audiences are evolving, with digital-first habits – driven by both lockdowns and technology innovations – changing their relationship to the content they consume. Big hits are now just as likely to result from going viral on social media as through traditional paid mass-marketing campaigns. Fans are now choosing to ‘lean-through’, creating covers, memes, and even their own related content using social creator tools. In this environment, it is more important than ever to understand entertainment audiences and their relationship with social platforms: where is best to find them, engage them, and retain them, and how best to inspire them to return. While audience segments may differ slightly in engagement, they are largely turning towards creative behaviours and personalisation of content feeds. This is particularly visible when related to ads, but the preference is apparent throughout their digital habits. It impacts which platforms they use and how they use them – with the likes of Reddit and Twitch fostering a preference for anonymous fan communities, whereas the more lean-in audiences prefer immediate social-first networks on apps like Snapchat and Instagram.
- Most video fans have roughly average distributions social media usage, except for fans, who significantly under-index for use of most social platforms
- While they tuning out the social buzz, ad-supported video on demand (AVOD) are tuning in. High-volume AVOD (those who spend hours per index higher than overall high-volume for all social platform weekly
- They also over-index for every social media most notably ‘creation’ compared to all-consumer average
- Audiobook and listeners over-index for creative behaviour social, with of high audiobook usually creating their own content social media (compared to an average), and recreating with the of duets and Reels (compared a all-consumer average)
- Both high streamers and gig attendees are engaged at all levels on media, from likes / comments shares each) to selling / items for streamers, for gig all the way to creation respectively)
- Google Stadia Apple Arcade, both relatively new-entrant streaming subscriptions, have audiences who over-index across all social media Weekly active use of Reddit respectively), Discord and respectively), and and respectively) are particularly high
- While these cohorts engage on social a they do not spend much on social media platforms, with respectively only engaging for hours week
- Audiences who ads only slightly under-index for active use of social platforms, Facebook, Snapchat, TikTok, and Instagram. they over-index for weekly use Discord compared to all-consumer average), compared to and Reddit compared
- High content under-index strongly for viewing content engaging compared to the all-consumer of For them, social platforms not necessarily social, but rather personal marketing opportunities
- Live event consumers are more likely to on Snapchat and Instagram than consumers and respectively). Live event users are more likely to social creators than VR users owners whereas VR owners / are far more likely to without engaging compared to
The high and low consumer segments used in this report are based on the following survey question (question in the MIDiA quarterly consumer survey): “During the last WEEK how much TIME did you spend doing each of the following?”
Low consumer segments are those who said they spent zero hours or between one and five hours per week engaging in the specified consumer behaviour. High consumer segments are those who spend above six hours per week engaging in the specified consumer behaviour.
Companies and brands mentioned in this report :Apple Arcade, BandLab, DAZN, Discord, Facebook, Google Stadia, Instagram, Meta, Reddit, Snapchat, TikTok, Twitch, Twitter, WhatsApp