With only            hours in a day and an ever-growing number of entertainment services competing for consumer choice to spend them on, consumers have reached the limits of their available time – and therefore attention – to allocate to propositions across the digital market. As a result, businesses are being driven to vie for engagement, interest and spend which, if they do not win, can and will be allocated elsewhere. In a world where every spare moment has been opened to capitalisation by the advent and inundation of the mobile smartphone, there is no “free time” left for companies to cannibalise – only attention to be sought in the stead of a simultaneously-available other. As available attention grows ever smaller, it is crucial for businesses to consider a more holistic approach in understanding consumer behaviour across entertainment, instead of maintaining traditionally isolated views for music, video and games audiences. 

Companies and brands mentioned in this report: Amazon, Amazon Prime Video,  Apex Legends, Apple, AT&T, Fortnite, Google, Netflix, PUBG, Snapchat, Spotify, Stranger Things, The Economist, TikTok, Warner Media