Did you know that on average half of all waking hours are spent engaged in entertainment? Let that sink in. That’s staggering, especially considering that there is no singular channel, time or device people are tuning into. And yet, entertainment is even more at the center of peoples’ lives with consumers engaged now more than ever. The various ways that consumers engage with entertainment will continue to evolve quickly, so any successful marketer not only needs to be in entertainment, but needs to stay ahead of the trends to see what is next in culture.
During Luminate’s recent Trends in Entertainment + Culture webinar focused on the brand partnership space, we shared several of the biggest trends across entertainment and what they mean today and moving forward. Here are two impactful takeaways that we highlighted during the discussion:
- Reaching an Emerging Fanbase: Nearly half of Latin music fans (43%) in the U.S. use WhatsApp in a typical week, making them 126% more likely to use it than the average music listener.
- What this means for brands: New opportunities are emerging to tailor your marketing approach to the behaviors and preferences of your target audience.
- Placing Bets On Unscripted Content: In our recent report analyzing streamers’ cancellation rates, we found that scripted series are still flourishing on streaming video on-demand (SVOD) platforms, outnumbering unscripted shows two to one from 2020-2023. However, did you know that unscripted content can have a better chance of getting renewed on a streaming network when compared to their more expensive scripted counterparts? It can even turn into franchises like Netflix shows Love is Blind and The Ultimatum.
- What this means for brands: Brands might be eager to take a filmmaker-driven, big swing with their IP, but a safer bet might be an authentic unscripted integration.
Dive in more on these numbers and find out how blockbusters like the Barbie movie and other key global trends are driving consumer engagement in music and Film & TV. Watch Luminate’s Trends in Entertainment + Culture webinar here.
Please reach out to firstname.lastname@example.org to learn more about how Luminate can help drive your entertainment and culture strategy.
Luminate Entertainment 365, Luminate Music 360, Luminate Artist & Genre Tracker