Audiences have shifted, first towards the on-demand content delivery model, and now increasingly towards lean-in and lean-through engagement behaviours as a native part of consumption. Advertising strategy and marketing tactics have also had to adapt accordingly. With the lean-through consumption dynamic growing at the leading edge of audience behaviour, it is increasingly important for advertising partners and marketing departments to accommodate the ad preferences of these consumers in strategic planning now, rather than chasing them farther down the line once these behaviours move into the mainstream. 

Companies and brands mentioned in this report: Google Stadia, OnlyFans, Patreon, TikTok, Twitch, Twitter, Xbox, Xbox Game Pass