Fandom and lean-in culture are reshaping video
Report by
Hanna Kahlert
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The 20,000 foot view: To compete in the new hyper-saturated attention economy, entertainment propositions must tap into audience sentiment to generate fandom and understand where they fit in the lives and habits of audiences.
Key Insights
- As linear TV declines, outpaced by on-demand, cultural moments are being replaced by cultural movements
- Fandom for a TV show is more important than ever. Fandom is underpinned by four key aspects: identity, attention, scarcity, and wallet share
- Finding fandom overlaps is important to serve audiences in a way that tempts them to return to a service, by engaging them in multiple avenues across their varied entertainment habits. For example, of video subscribers are also fans of American football; are fans of rock music, and are fans of baseball
- Consumers are eager for originality and are seeking out ways to actively engage with content experiences that interest them – often beyond the point of consumption itself
- Entertainment providers can either incorporate and facilitate this – which many new insurgents are doing – or they can ignore it, in the same way broadcast TV has largely continued to do, to the detriment of consumer attention, engagement, and cultural relevance
- While some propositions will super-serve a consumer need in order to drive sustainable usage, others may want to broaden their offerings to incorporate the different contexts of usage
- Strategic value will be increasingly derived from crafting appropriate content partnerships, and / or incorporating lean-in features onto platforms and devices
Companies and brands mentioned in this report: Amazon, Apple, Google, Netflix, Spotify, TikTok, Twitter, YouTube