Profiling the social media footprint of niche entertainment audiences for Web 3

Entertainment audiences are evolving, with digital-first habits – driven by both lockdowns and technology innovations – changing their relationship to the content they consume. Big hits are now just as likely to result from going viral on social media as through traditional paid mass-marketing campaigns. Fans are now choosing to ‘lean-through’, creating covers, memes, and even their own related content using social creator tools. In this environment, it is more important than ever to understand entertainment audiences and their relationship with social platforms: where is best to find them, engage them, and retain them, and how best to inspire them to return. While audience segments may differ slightly in engagement, they are largely turning towards creative behaviours and personalisation of content feeds. This is particularly visible when related to ads, but the preference is apparent throughout their digital habits. It impacts which platforms they use and how they use them – with the likes of Reddit and Twitch fostering a preference for anonymous fan communities, whereas the more lean-in audiences prefer immediate social-first networks on apps like Snapchat and Instagram.

Methodology Statement

The high and low consumer segments used in this report are based on the following survey question (question            in the MIDiA quarterly consumer survey):  “During the last WEEK how much TIME did you spend doing each of the following?”

Low consumer segments are those who said they spent zero hours or between one and five hours per week engaging in the specified consumer behaviour. High consumer segments are those who spend above six hours per week engaging in the specified consumer behaviour.

Companies and brands mentioned in this report :Apple Arcade, BandLab, DAZN, Discord, Facebook, Google Stadia, Instagram, Meta, Reddit, Snapchat, TikTok, Twitch, Twitter, WhatsApp