Reports Media & Marketing

The Post-Peak Attention Economy What’s Next for Entertainment?

Report by Karol Severin

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Cover image for The Post-Peak Attention Economy

The 20,000 Foot View:  With only            hours in a day and an ever-growing number of entertainment services competing for consumer choice to spend them on, consumers have reached the limits of their available time – and therefore attention – to allocate to propositions across the digital market. As a result, businesses are being driven to vie for engagement, interest and spend which, if they do not win, can and will be allocated elsewhere. In a world where every spare moment has been opened to capitalisation by the advent and inundation of the mobile smartphone, there is no “free time” left for companies to cannibalise – only attention to be sought in the stead of a simultaneously-available other. As available attention grows ever smaller, it is crucial for businesses to consider a more holistic approach in understanding consumer behaviour across entertainment, instead of maintaining traditionally isolated views for music, video and games audiences. 

Key Findings

  • Mass adoption            smartphones and the rise of            stores in the early 2000’s            an unprecedented rise in attention-seeking            (apps)
  • The rise                       alongside music, video and (more            games streaming services has brought            to the limits of their            attention
  • Companies used            compete for consumers’ available time.            no more time available, they            to unseat competitors to gain           
  • In the            attention economy everyone competes against            another, instead of isolated competition            separate entertainment verticals 
  • The total            of the audience that can            effectively targeted by conventional digital            is shrinking, in both size            value
  • At            TV            streaming video viewing capture over            third of consumers’ digital entertainment           
  • At            hours,            is the second most consumed            format in the attention economy
  • Consumers who            more than            per month on            type of entertainment are also            likely to spend            on other            of entertainment compared to the            average
  •            of US consumers spend            or more on pay-TV every month, compared to            of high music and games spenders and            of high news spenders
  • It is            to understand consumer behaviour across            to identify the right methods            types of paywalls they are            in order to reach them 

Companies and brands mentioned in this report: Amazon, Amazon Prime Video,  Apex Legends, Apple, AT&T, Fortnite, Google, Netflix, PUBG, Snapchat, Spotify, Stranger Things, The Economist, TikTok, Warner Media

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