Digital consumption habits How tomorrow’s audiences will reshape entertainment

Hanna Kahlert

March 2021

Digital-first access has shaped mainstream consumption, but for digital natives, it has also shaped their core behaviours. Music consumption is now fragmented across artists, becoming a personalised, anytime anywhere activity – making the value exchange more niche and personal. Video streaming services have oversaturated the marketplace, competing directly for attention time with social video among younger consumers. Meanwhile, games and sports have managed to capitalise on engaged digital habits by developing cross-platform value – highlighting an emerging cultural trend of lean-in participation as the next expression of fandom. This is the culture of creation as consumption.

Companies and brands mentioned in this report: Amazon, Amazon Prime Video, AppleTV+, Call of Duty, Discovery+, Disney+, ESPN+, FFA, GameStop, hay, HBO Max, Hulu, Madden NFL, MUBI, NBA Netflix, Peacock, Star, The Witcher, Tubi TV, Twitch, YouTube, TikTok

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