Cultural trends of 2022 A year of inflection points
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The 20,000 foot view: Digital-first life is now a bygone fact, from remote working to streaming as the default mode of entertainment consumption. Social media has evolved from its role as a personalised update feed, to a world of its own – encompassing basic creator tools from recording, to editing, to self-promotion. The digitalisation of skills sharing has enabled ever more people to take up the mantle of creator, rather than simply being a consumer. Ever-improving discovery algorithms are linking niche content to audiences of superfans, allowing localised content to spread globally, reaching levels of success that are impossible in a mainstream market. Fundamentally, digital-first life has prompted the need for a rethinking of the distinction between ‘real life’ and ‘online’. For digital natives, these realms have never been distinct, and with increased online familiarity and control, the rest of the world is catching up. 2022 will see the dissolution of traditional entertainment borders: between content categories, artists and audiences, and the worlds of online and ‘reality’.
Key Insights
- The current in consumption habits are largely to the two-pronged advance of content proliferation and technology innovation
- Fans are going beyond pure consumption, with barrier to access for digital lowering exponentially, often either engaging with creators or creating their things in response – further the lines between consumers and
- These ‘lean behaviours exhibit a high degree fandom, but they are difficult track using traditional metrics
- At the of too much content (including which is produced by consumers) high discovery, anything unique stands as appealing
- This, combined digital-first habits, means that ‘localised’ can now (more easily) see on a global scale
- Heightened competition about by the growing phenomenon unique, international content will cause for advertising – which, rather being created for the sake artistic expression, is made to for purpose, and thus is likely to capture attention
- For digital IRL and digital-first experiences complement rather than compete with – other
- Be it overlapping the real world, sports branching into esports, music listening being primarily on-the-go, or digital preferring social media platforms that their IRL activities, the worlds digital and IRL have ceased be distinct
- Digital and are not beginning to overlap, rather have already merged
- The rise NFTs highlights the final phase this blended reality, wherein real can now be exchanged for items
- Radio listening declining in younger generations, while music is growing, as of to the radio weekly (compared half of all consumers) and music every week (compared to all consumers)
Companies and brands mentioned in this report :Amazon Prime Video, BandLab, Bridgerton, Dark, Donda Stem, Facebook, Google, Instagram, McDonalds, Meta, Microsoft, Money Heist, NBA, Netflix, Pokémon GO, Queen’s Gambit, Rick and Morty, Snapchat, SoundCloud, Spotify, Squid Game, The Witcher, TikTok, Twitch, Vans, YouTube, Zoom