GWI Trends in Entertainment Report
GWI has published a report that takes a look at the vehicles that drive entertainment globally, the channels that are growing and the resulting consumer media preferences. Streaming services noted a few key insights that could be of interest or worry to some traditional marketing efforts.
Streaming platform usage is reaching its peak, as new users have been largely driven by pandemic-induced behavioral changes. Now, platforms are trying to poach subscribers from competing platforms by creating the best media offerings. Standard TV viewing is at an all-time low, and that should be an indicator to any marketers holding out on adapting streaming-based advertising.
Music streaming is still thriving, and to date, the gap between radio and streaming usage has never been bigger. Music streaming is widely accepted by the younger generations, and its continued growth is driven by older users. There’s been a 13% increase in boomers listening to music-streaming services each week. According to GWI’s research, ’90s music has the most cross-generational appeal, as it ranked in the top three for every generation.
Other noteworthy insights in the report include the continued growth of TikTok, as older users are adapting to the short-form video format, and gaming is appealing to a growing number of female users as well as older generations.
Rising Online Video Trends Infographic by ShortStack
An infographic published by ShortStack, a contest and giveaway services platform, dives into current video trends on YouTube, TikTok, and Instagram. YouTube has nearly 1 billion more monthly active users than Instagram and 1.5 billion more than TikTok.
Those active users consume a monthly average of 11.2 hours of content on Instagram and 23.7 hours on YouTube. That is a lot of time that could be available for your brand’s messaging, if your niche tends toward active user behaviors. According to ShortStack’s research, YouTube’s male user base is 7.8% larger than the female user base. But females use TikTok more than males do, by 12%. Lastly, considering the number of monthly active users present on each platform, YouTube has the potential to reach 32.4% of the population, while TikTok has a population reach of only 11.2% currently. If your media strategy lends itself to video content, these stats should provide some added data points on the average platform usage rates of the top video-centric platforms.
Holding Agencies Are Investing in Inventory Tracking and Supply Chain Services
Pandemic-created supply chain and inventory issues affected consumers at supermarkets, at local shops, and online. This has had some adverse effects on marketing, messaging, and customer service, as product availability could stop a promotional campaign in its tracks. Specific product demand may skyrocket or plummet, and marketing tactics need to respond. As stated by Michael Felice, an associate partner at consulting firm Kearney, “Customers are saying, ‘It’s insulting when you’re pushing a product to me that you can’t get into my hands.’”
Marketing Dive stated that agency holding companies are now seeking better insights into the supply chain, to make their marketing efforts for clients more effective. WPP, Publicis Groupe, and Omnicom have all invested in providing logistics and delivery data tied to their marketing efforts, in their pledge to be better agency partners. According to Greg Paull, co-founder of R3 search consultancy agency, “Clients like the idea of integration, but whether bringing logistics into the fold will really save brands time and money is yet to be proven.”