The four key cultural trends transforming digital entertainment in 2021 and beyond

The 20,000 Foot View:  The effect of streaming on entertainment is not new, but as we move into the era of mainstream vaccinations, the shifts in streaming-driven consumer behaviour over the last year and a half will drive fundamental changes. From the rise of virtual events to the fall of the box office opening weekend, underpinned by the swift commodification of content pushing consumers towards lean-in behaviours, this is the post-pandemic new normal. 

Key insights

• Virtual concerts            adapted sports features were a            innovation to respond to lockdowns,            have come into their own            will play a new role            we move into a post-pandemic            normal
           of all consumers went to gigs and concerts monthly in            2021, which is the same percentage who watched live streamed concerts and performances, watched more than one virtual concert, and watched a live music event within a game
• Sports has            its digital transition, adapting game            to create a worthy spectacle            the full crowd appeal, continued            to younger consumers through esports,            streaming-first video features
           of pay-per-view sports viewers used to attend live games every weekend, but will not do so after lockdown, along with            of fantasy sports players,            of sports merch buyers, and            of sports betters
• Concurrent streaming            of new studio releases has            films on a trajectory towards            cultural impact
• With the            of the cultural significance of            box office, the distinction between            and TV will disappear
• As the            among entertainment blur, they compete            against each other – and            lead to the commodification of           
           of consumers mainly focus on video when streaming, while            engage with it as a background activity. This rises to            for music streaming background activity engagement 
• Lean-back consumption            the form of streaming is            fading further and further into            background of consumers’ lives, but            content formats are taking up            slack

Companies and brands mentioned in this report: Amazon, Amazon Prime Video, Disney+, HBOMax, The Hobbit, Lord of the Rings, MGM Studios, Netflix, Peacock, Warner Bros., Warner Media