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1、September 2023Dentsu Consumer Navigator:Entertainment 2023|Navigator|Navigatordentsu Consumer Navigator Entertainment 2023About this studyThe survey was conducted by dentsu via Toluna,an online research panel.Administered on September 13th,2023.Distributed among a random sample of 1,000 U.S.responde

2、nts 18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers).Contents0101Top Consumer Insights02Consumers Entertainment Habits03Diving Into Streaming vs.Traditional TV04Connecting wit

3、h Entertainment Fans05Closing Thoughtsdentsu Consumer Navigator Entertainment 2023Young Americans classify themselves as entertainment super fans.Around 15%of Americans consider themselves super fans.Black respondents,men,Millennials and Gen Zers are most likely to consider themselves super fans.Sup

4、er fans prefer horror,manga/anime and comic entertainment genres.More broadly,half of Americans view specific entertainment properties and personalities as part of their identity.Despite fewer classifying themselves“super fans,”53%of consumers do view specific entertainment properties and personalit

5、ies as part of their identities and another 54%make an effort to share their passion for their favorite entertainment franchises with others.TV continues to be a cornerstone of entertainment culture;with streaming the gatekeeper.Television continues to hold a prominent place in the weekly routines o

6、f consumers.And most are accessing TV content through streaming services.61%of respondents say they use paid streaming services and 53%use free services,compared to 45%who use cable.01dentsu Consumer Navigator Entertainment 2023TV viewing behavior is shifting from binge-watching to episodic viewing.

7、Amid content overload,TV providers are returning to traditional viewing formats and consumer appetite is following suite.In 2021,38%of consumers said they preferred to watch weekly TV episodes as they aired.This year,that share has risen to 55%.Consumers add more streaming services,reduce“bad”behavi

8、or.Compared to 2021,the share of consumers who have over 4 streaming subscriptions has increased 10 percentage points.Despite the fragmentation of streaming services,fewer consumers are cutting corners to access content.Those who are hacking free trials declined 11 percentage points and those who sh

9、are log ins declined 12 points.Brands can align with entertainment content in a variety of ways.Not only do modern fans engage with a variety of content surrounding entertainment from discussion groups to fan art but they are also very open to branded collaborations.52%of consumers say they pay more

10、 attention to brands that sponsor or collaborate with their favorite entertainment properties.Top Consumer InsightsConsumers Consumers Entertainment Entertainment HabitsHabits|Navigator|Navigator02dentsu Consumer Navigator Entertainment 2023In a world increasingly crowded by an ever-growing number o

11、f screens and speakers,entertainment represents a major vehicle for brands looking to find relevance by connecting with culture.In this section of our study,we dive into Americans entertainment preferences,seek to understand what role it plays in shaping consumers identity and ask how new entertainm

12、ent franchises are being discovered.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 20236Content on TV remains a cornerstone of home entertainment in American culture.Television continues to hold a prominent place in the weekly routines

13、 of consumers.TV shows,movies on TV,comedy on TV,and sports on TV comprise the most frequently consumed entertainment content at-home.49%49%31%31%22%22%21%21%19%19%14%14%14%14%11%11%37%37%46%46%45%45%38%38%31%31%28%28%29%29%19%19%6%6%11%11%12%12%8%8%9%9%9%9%8%8%7%7%5%7%14%12%18%22%16%15%3%4%8%21%23%

14、27%33%49%TV ShowsMovies on TVComedy on TVSports on TVRadio broadcastsNovels/comicsPodcastsAnime or mangaHow Often Consumers Consume“At-Home/On-the-go”Entertainment ContentDailyWeeklyMonthlyA few time a yearNeverShopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer N

15、avigator Entertainment 20237Movie theaters,theme parks,and concerts top in-person entertainment destinations.Movies are the top out-of-home entertainment that consumers frequent,with half going at least monthly.Sports events are the second most frequented venue,followed by theme parks,and music conc

16、erts.6%6%7%7%6%6%7%7%5%5%6%6%20%20%18%18%16%16%15%15%15%15%15%15%23%23%8%8%9%9%9%9%7%7%6%6%25%25%31%30%23%19%26%42%38%39%50%53%Movies at the theaterSports eventsVisiting theme parksMusic concertsPlays/theaterComedy showsHow Often Consumers Attend“In-Person”Entertainment EventsDailyWeeklyMonthlyA few

17、 time a yearNeverShopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 20238Most consumers do not consider themselves super-fans of specific franchises.Millennials and Gen Z are more likely than other generations to consider themselves to be

18、super fans.Black respondents are more likely than other cohorts and men are more likely than womenCASUAL AUDIENCES:Im not very loyal to any entertainment property or personality.42%42%FANS:I like a few properties and personalities a lot.43%43%SUPER FANS:I consider myself to be a super-fan.15%15%Cons

19、umer Loyalty Segments to Entertainment Properties and Personalities15%Of respondents say they are superfans who live and breathe what theyre into.21%21%17%17%14%14%14%14%19%19%11%11%23%23%20%20%12%12%4%4%BlackAAPIWhiteHispanicMenWomenMillennialsGen ZGen XBoomers“I consider myself to be a SUPER FAN”S

20、hopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 20239Consumers favorite genres are comedy,action/adventure,drama,and true crime.Americans have diverse entertainment preferences,with some seeking a healthy dose of escapism from the unsett

21、ling uncertainty of recent years through comedy or drama,while others lean in the macabre through true crime or horror.36%36%32%32%32%32%29%29%22%22%21%21%21%21%20%20%16%16%9%9%9%9%7%7%7%7%5%5%5%5%ComedyAction/adventureDramaTrue crimeMusicHorrorProfessional sportsDocumentaryReality showsToy/Game fra

22、nchisesBiopics/historicalManga/animeComic book adaptationsSoap operaArt house/expirementalTop 3 Entertainment Genres Consumers Engage WithShopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202310Men are more likely to prefer action,pro spo

23、rts,and animated genres,while women prefer comedy,drama,true crime,reality TV genres.41%41%34%34%29%29%27%27%24%24%20%20%20%20%19%19%13%13%10%10%9%9%9%9%9%9%5%5%4%4%24%24%38%38%13%13%38%38%34%34%23%23%22%22%22%22%20%20%8%8%9%9%6%6%5%5%4%4%7%7%Action/adventureComedyProfessional sportsDramaTrue crimeM

24、usicHorrorDocumentaryReality showsBiopics/historicalToy/Game franchisesManga/animeComic book adaptationsArt house/expirementalSoap operaTop 3 Entertainment Genres By GenderMenWomen+17+17+16+16+3+3+4+4+11+11+10+10+7+7Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consu

25、mer Navigator Entertainment 202311CASUALFANSSUPERFANSi129Manga/anime(9%)i113Reality(18%)i111Comedy(40%)i130Documentaries(26%)i122Biopics/history(11%)i114True crime(33%)i160Art house(8%)i157Manga/anime/comics(11%)i143Horror(30%)Superfans have very niche interests when it comes to genres.Superfans ove

26、r-index for being interested in art house/experimental,manga/anime,comic,and horror genres.Fans are also into manga/anime but have more mainstream interests such as reality TV and comedy.Causal audiences over-index for documentaries,biopics/history,and true crime.Shopping Habits Through Exclusivity&

27、Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202312Word-of-mouth leads entertainment discovery,but ads and marketing matter.While word-of-mouth remains the most effective form of discovery,consumers are also heavily influenced by advertising.A recent,much-lauded exampl

28、e of entertainment marketing done right is the slew of pop-ups,partnerships,PR stunts,and more leading up to the Barbie movie this summer.48%48%45%45%33%33%31%31%30%30%21%21%18%18%16%16%11%11%Recommendations fromfriends/familyAdvertising/TrailersSocial mediaOnline articles/reviewsWhats trendingBrows

29、ing/In-platform recsAwards and accoladesNiche magazinesNone of the aboveHow Consumers Discover Entertainment ContentShopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202313Younger generations care more about whats trending,niche publicati

30、ons,browsing,and awards,older generations lean on friends/family and online articles.46%46%43%43%40%40%38%38%27%27%26%26%25%25%25%25%5%5%46%46%47%47%36%36%42%42%30%30%22%22%28%28%23%23%7%7%50%50%48%48%27%27%34%34%32%32%9%9%18%18%13%13%11%11%51%51%46%46%18%18%19%19%36%36%7%7%15%15%11%11%19%19%Friends

31、/familyAdvertising/TrailersWhats trending onlineSocial media feedsOnline articles/reviewsNiche magazines/pubsBrowsing/In-platform recsAwards and accoladesNone of the aboveHow Consumers Discover Entertainment ContentGen ZMillennialsGen XBoomersShopping Habits Through Exclusivity&Convenience:Consumer

32、Sentiment Studydentsu Consumer Navigator Entertainment 202314Super fans seek new entertainment content in specialized outlets but are also more likely to trust algorithms informing their social feeds and platform recommendations.48%48%47%47%43%43%42%42%38%38%32%32%37%37%32%32%5%5%46%46%47%47%37%37%2

33、8%28%32%32%20%20%18%18%18%18%9%9%49%49%43%43%22%22%30%30%24%24%19%19%11%11%8%8%15%15%Friends/familyAdvertising/TrailersWhats trending onlineSocial media feedsOnline articles/reviewsNiche magazines/pubsBrowsing/In-platform recsAwards and accoladesNone of the aboveHow Consumers Discover Entertainment

34、ContentSuper fansFansCasual audiencesShopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202315Most consumers view entertainment as part of their identities and make an effort to share their passions with others.54%Agree:“I make an effort t

35、o pass on my passion for my favorite entertainment franchises to my friends and family members(my spouse,my children,etc.)”53%Agree:“My passion for my favorite entertainment franchises is part of my identity.”38%Agree:“I interact with and extend my favorite entertainment franchises by creating my ow

36、n fan-made content(reviews,analyses,designs,artwork,etc.)”Additionally,more than a third of them interact with and extend their favorite franchises by creating their own fan-made content,engaging in activities like writing reviews,publishing(written or video)analyses,making their own franchise-inspi

37、red designs and artworks.88%88%82%82%71%71%59%59%60%60%42%42%32%32%38%38%22%22%68%68%69%69%61%61%67%67%68%68%54%54%49%49%52%52%33%33%27%27%29%29%9%9%My passion for my favorite entertainmentfranchises is part of my identityI make an effort to pass my passion for myfavorite entertainment franchises to

38、 friendsand familyI interact with and extend my favoriteentertainment franchises by creating my ownfan-made contentSuper fansFansCasual audiencesGen ZGen YGen XBoomersShopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202316SFSFSFSFSFSFF F

39、F FF FCACACACACACAZ ZZ ZZ ZY YY YY YX XX XX XB BB BB BSuper fans and younger generations are especially passionate about entertainment.Super fans and younger generations are more likely to consider entertainment franchises part of their identity and are more invested in advocating for them.They are

40、also significantly more engaged in the creation of fan-made content.%of Each Group Who Agree With the Following Statements:Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202317Black,Hispanic and AAPI respondents are especially likely t

41、o say they make an effort to share their passion for entertainment franchises with friends and family.69%69%64%64%58%58%51%51%AAPIBlackHispanicWhite“I make an effort to pass on my passion for my favorite entertainment franchises others”67%67%62%62%48%48%47%47%HispanicBlackAAPIWhite“My passion for my

42、 favorite entertainment franchises is part of my identity.”Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202318Stuck on the carousel:consumers express reboot,revival,sequel fatigue.Amid a year that has seen countless revivals,reboots,

43、and sequels,such as Scream 6,Avatar:Way of Water,Top Gun:Maverick,And Just Like That,That 90s Show,consumers are expressing fatigue.Whats more,consumers tell us they feel more connected to original shows and movies.67%Agree:“Movies and TV shows these days have become too repetitive/derivative(too ma

44、ny sequels,remakes,reboots,etc.).”64%Agree:“I feel more connected to the movies and TV shows made when I was a teenager than those made today.”*Gen Z are most likely to agree:72%.*Gen X are most likely to agree:69%.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consum

45、er Navigator Entertainment 202319A word of caution on nostalgia:Black respondents are most likely among race/ethnic cohorts to say they dont feel reflected in movies and TV shows from a decade ago.50%Agree:“I dont see myself reflected in the personalities and groups featured in most movies and TV sh

46、ows that were made 10 or more years ago.”58%58%53%53%47%47%46%46%BlackHispanicWhiteAAPI%Who Agree By Race/EthnicityIMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSTV,comedy and nostalgia are the great equalizers.TV,comedy and nostalgia are the great equalizers.Our survey finds that TV remains a

47、cornerstone of American culture and that comedy is the most universally appreciated genre.Brands that are looking to garner mass appeal should consider both advertising placements during popular comedy programming,as well as creating content that references popular sit-coms of features popular comed

48、ians.Audiences across the board feel connected to the movies and TV shows that were popular in their youth.Brands should target different generations with nostalgic content accordingly and consider the Back to the Future rule to anticipate revivals for entertainment and fashion from 25 to 30 years a

49、go.However,keep in mind that looking at the past has different connotations for some cohorts in an effort to create culturally fluent content.Partnerships with niche entertainment IP can be the key to winning over audiences that are more invested in entertainmentsPartnerships with niche entertainmen

50、t IP can be the key to winning over audiences that are more invested in entertainments cucultural ltural capitalcapital.Brands that are looking to make a greater impact with targeted audiences should consider a more selective approach to entertainment partnerships and explore opportunities connected

51、 to horror,manga/anime,and comic book adaptations.Connecting authentically(and originally)with entertainment can mean mattering to consumers,vs.marketing to themConnecting authentically(and originally)with entertainment can mean mattering to consumers,vs.marketing to them.Entertainment plays a pivot

52、al role in shaping consumers identity,especially when it comes to younger audiences.Playful integrations can make consumers more invested in a campaign.However,beware of fatigue with sequels and reboots.dentsu Consumer Navigator Entertainment 2023Diving Into Diving Into Streaming vs.Streaming vs.Tra

53、ditional TVTraditional TV|Navigator|Navigator03dentsu Consumer Navigator Entertainment 2023Back in 2021 we surveyed U.S.consumers to capture which behaviors were emerging as a result of the explosion of streaming services and the popularity they had garnered as lock downs were restricting access to

54、movie theatres and constraining the programming of live events.Two years later,we revisit the subject to understand whether Americans are feeling streaming service fatigue and how they reacted to the proliferation of ad-supported options.Shopping Habits Through Exclusivity&Convenience:Consumer Senti

55、ment Studydentsu Consumer Navigator Entertainment 202322Streaming services continue to command TV consumption,but cable remains.Smart TVs and mobile phones are the most used devices to access TV content,but consumers are using a variety of devices.61%61%53%53%45%45%28%28%4%4%Paid streaming serviceFr

56、ee streaming serviceCable/satellite subscriptionPublic access TVNone of the aboveServices Consumers Use to Watch TV/Movies67%67%46%46%34%34%32%32%31%31%22%22%8%8%Smart TVMobile phoneTraditional TVComputerTabletGaming consoleProjectorDevices Consumers Use to Watch TV/MoviesShopping Habits Through Exc

57、lusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202323While all generations use paid streaming services,Boomers also stick to cable.While younger generations appear ok with primarily accessing TV/movies through paid or free streaming services,over half of Boomers

58、 continue to hold on to their cable/satellite subscription.This compares to one-third of Gen Z.59%59%56%56%33%33%35%35%4%4%67%67%62%62%41%41%27%27%3%3%62%62%49%49%49%49%24%24%5%5%54%54%44%44%53%53%28%28%4%4%Paid streaming serviceFree streaming serviceCable/satellite subscriptionPublic access TVNone

59、of the aboveServices Consumers Use to Watch TV/Movies by GenerationGen ZMillennialsGen XBoomersShopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202324Access to live content is the primary lifeline for cable television.Consumers still wat

60、ch cable for several reasons,including access to live sports events and news broadcasts,bundled packages that include a variety of channels,and ease of use.Additionally,some consumers express subscription fatigue.51%51%40%40%39%39%30%30%26%26%21%21%2%2%I want to watch live TVIt offers a variety of c

61、ontentIt was bundled with my internetTheres something for everyoneIt aggregates streaming and live contentI want to limit my use of paid streaming servicesOtherWhy Cable Subscribers Say They Use CableBetter receptionIncluded in rentBoomers and Gen X cable users are more likely to say they enjoy the

62、variety and the option to bundle.Gen Z cable users are more likely to say they like how it helps them navigate across content and limits their streaming fatigue.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202325Viewing behavior is s

63、hifting from binge-watching to episodic viewing.Amid content overload,TV providers are returning to traditional viewing formats and consumer appetite is following suite.Hispanic and white respondents are more likely than Black and AAPI respondent to show preference for weekly episodes.Men are more l

64、ikely than women.And Gen Z and Boomers are united in their preference.62%62%45%45%38%38%55%55%20212023Consumers TV Viewing PreferencesBinge-watch TV ShowsWatch Weekly Episodes58%58%56%56%52%52%47%47%59%59%51%51%58%58%58%58%55%55%51%51%HispanicWhiteBlackAAPIMenWomenGen ZBoomersGen XMillennialsI prefe

65、r to“watch weekly episodes”Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202326In the last 2 years,the number of streaming services consumers subscribe to has grown.Compared to 2021,the share of consumers who have over 4 streaming sub

66、scriptions has grown from 32%to 42%-a 10 percentage gain.71%71%51%51%49%49%44%44%33%33%32%32%28%28%25%25%20%20%20%20%17%17%15%15%12%12%7%7%7%7%5%5%4%4%4%4%4%4%3%3%NetflixHuluPrime VideoDisney+HBO MaxParamount+PeacockTubiApple TVYoutube TVPlutoYoutube PremiumDiscovery+CrunchyrollSling TVDIRECTV Strea

67、mingDAZNFubo TVBritBoxOtherWhich Services Consumers Use17%17%15%15%51%51%43%43%32%32%42%42%20212023Number of Streaming Services Consumers Use12 to 34+Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202327All generations have increased t

68、heir number of streaming subscriptions.Millennials continue to be the generation driving 4+streaming subscriptions;however,there has been growth across generations,particularly Gen Z(+11%)and Boomers(+15%).9%9%13%13%17%17%36%36%62%62%50%50%49%49%41%41%29%29%37%37%34%34%23%23%Gen ZMillennialsGen XBoo

69、mers2021:Number of Streaming Services By Gen12 to 34+13%13%15%15%12%12%21%21%47%47%39%39%47%47%41%41%40%40%46%46%41%41%38%38%Gen ZMillennialsGen XBoomers2023:Number of Streaming Services By Gen12 to 34+Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator

70、Entertainment 202328Super fans enjoy a streaming service bonanza.Their engagement with comic book adaptations,sports,and fan-made content makes them significantly more likely to be subscribed to Disney+,YouTube and DAZN than the average viewer.71%71%51%51%49%49%44%44%33%33%32%32%28%28%25%25%20%20%20

71、%20%17%17%15%15%12%12%7%7%7%7%5%5%4%4%4%4%4%4%3%3%76%76%64%64%46%46%60%60%50%50%42%42%27%27%32%32%33%33%37%37%27%27%38%38%17%17%9%9%8%8%7%7%8%8%7%7%7%7%1%1%NetflixHuluPrime VideoDisney+HBO MaxParamount+PeacockTubiApple TVYoutube TVPlutoYoutube PremiumDiscovery+CrunchyrollSling TVDIRECTV StreamingDAZ

72、NFubo TVBritBoxOtherWhich Services Consumers UseAll ConsumersSuper fans40%40%32%32%21%21%17%17%7%7%6%6%3%3%2%2%3%3%Super fansFansCasual audiencesNumber of Streaming Services Consumers Use4 to 56 to 1010+Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator

73、 Entertainment 202329Super fans appear to be driving the post-pandemic return to movie theaters;however,in many cases they are also willing to wait for movie releases on streaming services.50%waited for a movie to be available on streaming services rather than going to the theatre to see it.37%say t

74、hey have gone to the movies more often and used streaming services less often in the last 12 months.GEN POP48%GEN POP21%SUPER FANSSUPER FANSShopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202330On average,three-quarters of consumers str

75、eaming services are paid,and one-quarter are free,ad-supported services.4%4%11%11%12%12%46%46%27%27%PaidstreamingWhat Share of Services Used Are Paid(while the rest are free)NoneOne QuarterHalfThree QuartersAllMean:3/4Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Con

76、sumer Navigator Entertainment 202331Appetite for ad-free content viewing remains and consumers are willing to pay.Around 1 in 5 consumers say they have upgraded a streaming service to be ad free in the past 12 months,and an additional 1 in 5 say they will upgrade a service in the next 3 months.23%Of

77、 consumers say they have upgraded their streaming subscription so they could watch ad-free in the past 12 months.19%Of consumers say they plan to upgrade their services to be ad-free in the next 3 months.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigato

78、r Entertainment 202332Fewer consumers are cutting corners to access the streaming content they want.Compared to 2 years ago,consumers seem resigned to the necessity of subscribing to multiple streaming services to access the content they want.Those who are hacking free trials declined 11 percentage

79、points,those who share log ins declined 12 percentage points,and those who are cutting down on subscriptions declined 4 percentage points.41%41%40%40%34%34%30%30%28%28%30%30%Signed up for a free trial of a streaming service with theintention of canceling it.Shared a log in to a paid streaming subscr

80、iption serviceacross friends of family members.Reduced the number of streaming services I subscribeto due to price hikes.Streaming Subscribers Who Have Done The Following In the Past 12 Months20212023Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator En

81、tertainment 202333Fewer consumers plan to add viewing options,but more plan to cancel cable.Compared to 2 years ago,those who are planning to add either a streaming service or cable/satellite package in the next 3 months have declined.While those who plan to cancel a cable/satellite package doubled.

82、37%37%18%18%17%17%6%6%24%24%13%13%15%15%12%12%Add a streaming serviceAdd a cable/satellite packageCancel a streaming serviceCancel a cable/satellite packageAnticipated Changes To TV Plans In Next 3 Months20212023Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer

83、Navigator Entertainment 202334Amid strikes,consumers plan to catch up on glut of new shows,revisit past shows.Additionally,many consumers expressed that they would like to cut down on their TV time and instead focus on wellbeing activities such as exercising or spending time outdoors.Others told us

84、they plan to spend more time reading instead!48%48%45%45%39%39%33%33%27%27%20%20%11%11%1%1%Catch up on new showsRevisit old showsFocus on wellbeing activitiesWatch more live sportsExplore fan-made contentAttend more in-person eventsNone of the aboveOtherActivities Consumers Plan To Do During the Wri

85、ters/Actors StrikeRead more!IMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSLive content boosts the impact of advertising.Live content boosts the impact of advertising.While consumers supplement their paid streaming subscriptions with free and ad-supported streaming,live content such as sports e

86、vents or the news is the main driver for cable usership and the ad placement opportunities it provides.The upcoming scarcity of new scripted entertainment content as a result of the ongoing SAG-AFTRA strikes will make placements tied to live content even more important,as consumers plan to spend mor

87、e time watching sports or attending live events in person.Bridging the gap between inspiration and purchase is at consumers fingertipsBridging the gap between inspiration and purchase is at consumers fingertips.Beyond being one of the primary devices used for online shopping as evidenced in our Reta

88、il&Commerce 2023 Navigator report from last February the mobile phone is becoming an increasingly popular option for experiencing movies and TV shows.Positioning the right offer at the right time,either by placing a contextually relevant mobile ad or by placing your product in the right show,can mea

89、n instant conversions.Being able to do this will become even more critical as streaming services become shoppable in February 45%of consumers told us theyd use these platforms to purchase products used by their favorite characters.Consider original content production and sponsorships to reach consum

90、ers enjoying an adConsider original content production and sponsorships to reach consumers enjoying an ad-free entertainment diet.free entertainment diet.Despite the recent changes in the streaming service landscape,there is still scarce tolerance for interruptive advertising among consumers who can

91、 afford to avoid it.dentsu Consumer Navigator Entertainment 2023Connecting with Connecting with Entertainment FansEntertainment Fans|Navigator|Navigator04dentsu Consumer Navigator Entertainment 2023The Barbie movie is edging the Top Ten of highest grossing films in the U.S.after surpassing The Aveng

92、ers.While not all brands can count on IP that translates so well into fiction,Barbie only represents the tip of the sphere in terms of the opportunities that entertainment provides to them as they seek to earn consumer attention.In this section,we focus on how consumers entertainment preferences inf

93、orm their engagement across a broader set of channels,as they interact with content that extends the entertainment IP they are passionate about,and we seek to understand how brands can monetize partnerships with entertainment franchises.Shopping Habits Through Exclusivity&Convenience:Consumer Sentim

94、ent Studydentsu Consumer Navigator Entertainment 202337Entertainment content is best enjoyed with(the commentary of)others.Two of the top three second-screen activities consumers report doing include messaging or co-watching with others.Additionally,almost a quarter of respondents say they discuss c

95、ontent live online with others.39%39%31%31%29%29%25%25%23%23%23%23%21%21%20%20%Message friends/family about the contentSearch for related infoCo-watch with othersUnrelated activitiesRead/listen to related online contentDiscuss the content online with othersShare my opinion onlineNone of the aboveSec

96、ond-Screen Activities Consumers Do While Engaging With Entertainment ContentShopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202338Many consumers engage with fan-made content about their favorite entertainment.When its about movies or TV

97、 shows,consumers primarily enjoy reading reviews/recaps or digging into analysis on the plot,the characters,theories,etc.For sports,theyre primarily into analysis of games or players.29%29%26%26%24%24%21%21%20%20%19%19%17%17%22%22%22%22%23%23%22%22%20%20%21%21%18%18%26%26%25%25%25%25%24%24%19%19%19%

98、19%17%17%10%10%10%10%12%12%10%10%10%10%12%12%9%9%Film/moviesTV showsMusic/concertsSports teamsTheater/comedyToy/Game franchises Anime/manga/comicsFan-made Content Consumers Interact With By CategoryReading fan-made reviews,recaps,etc.Interacting with online fan communitiesWatching or listening to fa

99、n analysesPurchasing fan made designs or artworkMost consumers spend more time with studio content,but around 1 in 5 say they spend more time with fan-made content,particularly engaged audiences.77%77%39dentsu Consumer Navigator Entertainment 2023“I spend more time engaging with fan-made content tha

100、t extends or comments on studio content.”SUPER FANS24%FANS25%CASUAL AUDIENCES18%Time Spent on Studio Content vs.Fan-Made ContentI spend more time engaging with studio-made content78%78%I spend more time engaging with fan-made content.22%22%Shopping Habits Through Exclusivity&Convenience:Consumer Sen

101、timent Studydentsu Consumer Navigator Entertainment 202340Merchandise related to movies and music is most popular among consumers.At least half of consumers have spent some amount of money on merchandise related to theater/comedy,sports teams,toy/game franchises,TV shows,music and movies in the past

102、 12 months.34%34%40%40%44%44%44%44%45%45%49%49%59%59%24%24%17%17%19%19%18%18%15%15%17%17%13%13%14%14%14%14%11%11%12%12%13%13%10%10%8%8%12%14%10%12%11%11%9%16%16%15%15%16%16%14%14%16%16%13%13%11%11%Film/moviesMusic/concertsTV showsToy/Game franchisesSports teamsTheater/comedyAnime/manga/comicsHow Muc

103、h Consumers Estimate They Spent on Merch in Past 12 Months$0$1-$99$100-$299$300-999$1000+Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202341Super fans spend considerably more on merchandise connected to entertainment franchises than

104、casual audiences.30%30%29%29%27%27%25%25%32%32%26%26%23%23%14%14%13%13%17%17%15%15%17%17%12%12%11%11%13%13%12%12%12%12%10%10%10%10%10%10%7%7%MoviesMusic/concertsTV showsGame/toy franchisesSportsTheatre/comedyAnime/manga/comicsShare of Consumers Who Spent 1.000$+on Merchandise Connected to Entertainm

105、entSuper fansFansCasual audiencesThis is especially relevant in the case of sports and anime/manga/comics franchises,as super fans are three times more likely to spend over 1,000$a year on merchandise connected to this type of entertainment than causal audience members.Shopping Habits Through Exclus

106、ivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202342For brands,collaborating with existing entertainment properties captures attention,while creating net-new content drives preference.52%52%50%50%51%51%52%52%49%49%50%50%A brand sponsors or collaborates with your f

107、avoriteentertainment propertiesA brand creates or sponsors new entertainment content alignedwith your interestsImpact of Branded Content on Consumer PerceptionsI will pay more attentionMy opinion will improveI will consider purchasingShopping Habits Through Exclusivity&Convenience:Consumer Sentiment

108、 Studydentsu Consumer Navigator Entertainment 202343Super fans are hungry for both sponsored and net new entertainment from brands.81%81%57%57%37%37%83%83%56%56%33%33%79%79%51%51%35%35%Super fansFansCasual“A brand sponsors or collaborates with your favorite entertainment properties”I will pay more a

109、ttentionMy opinion will improveI will consider purchasing80%80%52%52%36%36%82%82%55%55%36%36%80%80%52%52%36%36%Super fansFansCasual“A brand creates or sponsors new entertainment content aligned with your interests”I will pay more attentionMy opinion will improveI will consider purchasingShopping Hab

110、its Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202344Product placement,content sponsorship,shoppable content improve perceptions.Just under half of consumers say that product placement positively influences their brand perceptions.47%47%45%45%44%4

111、4%43%43%38%38%Seeing product placement in my favorite TVshows/movies.Watching brand created or sponsored movies,TVshows,podcasts,etc.The ability to instantly purchase products featuredin TV/movies.Brands offering products that are entertainment-themed collabs.Brands hosting pop-up events that areent

112、ertainment-themed collabs.Consumers Who Have Been Positively Influenced By the FollowingSeeing product placement in my favorite TV shows/movies.Watching brand created or sponsored movies,TV shows,podcasts,etc.The ability to instantly purchase products featured in TV/movies.Brands offering products t

113、hat are entertainment-themed collabs.Brands hosting pop-up events that are entertainment-themed collabs.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Entertainment 202345Super fans are highly influenced by all branded entertainment collabs.Around h

114、alf of fans say that they are influenced.77%77%72%72%71%71%69%69%68%68%49%49%48%48%46%46%48%48%40%40%34%34%29%29%29%29%33%33%25%25%Consumers Who Have Been Positively Influenced By the FollowingSuper fansFansCasual audiencesSeeing product placement in my favorite TV shows/movies.Watching brand create

115、d or sponsored movies,TV shows,podcasts,etc.The ability to instantly purchase products featured in TV/movies.Brands offering products that are entertainment-themed collabs.Brands hosting pop-up events that are entertainment-themed collabs.IMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSReaching

116、super fans is the key to profitable brand integrations into entertainment.Reaching super fans is the key to profitable brand integrations into entertainment.Not only are super fans more welcoming of brand sponsorships connected to their favorite entertainment properties,as well as more likely to pay

117、 more attention to entertainment integrations,but they are also significantly more likely to spend more on products and merchandise featuring the IP they are passionate about.However,never lose sight that specificity is essential when looking to command their attention,per the previous consideration

118、 on niche genres and sequel fatigue.Influencers are a powerful ally when looking to reach super fans.Fans passion for their favorite entertainment franchises extends into their engagement with a wide variety of fan-made pieces of content and into interactions with dedicated communities.Popular conte

119、nt creators in this arena are trusted sources super fans look up to when it comes to product recommendations(and they are much cheaper than Hollywood celebrities).Cultural moments connected to entertainment garner attention across all media.Cultural moments connected to entertainment garner attentio

120、n across all media.R Reacting playfully to a season finale or a shocking plot-twist can help boost a brands presence on a variety of channels and complement its personality.dentsu Consumer Navigator Entertainment 2023Our study finds that entertainment properties developed in genres and formats with

121、a broader appeal cater to a larger audience,but at the same time tend to generate lower spending and lower engagement per viewer.Contrast that with properties in niche genres that attract a more devoted fanbase,which tends to invest more,both in terms of accessing the entertainment content(with a hi

122、gher number of platform subscriptions and a higher tendency to go to the movie theatre to watch the latest releases ahead of everyone else)and in terms of adjacent purchases like merchandising or attending fan conventions.In this environment,both media and entertainment companies and brands outside

123、the sector that are looking to partner with entertainment IP to connect with consumers need to adopt a very intentional approach to distribution and advertising strategies.Brands that are looking to create broad awareness for a product launch or a new campaign are likely to find this type of engagem

124、ent by leveraging conversational platforms like social media and responding to cultural moments connected to entertainment IP in comedy,documentary,and true crime.On the other hand,brands looking to engage fans and drive purchases for bespoke merchandise should consider productions and partnerships

125、connected to IP in horror,anime and manga or localized sports franchise sponsorships.A 360 degrees approach that also encompasses influencers and media created by the fandom is also advised for this type of strategy.Ultimately,both media and entertainment companies as well as brands outside the sect

126、or can benefit from partnering with firms that have:A specialist understanding of the entertainment landscapeAn insider view into the most promising IP in development,Best-in-class expertise developing marketing solutions both within and outside the world of entertainmentA combination of creativity,

127、media planning and targeting,as well as data transformation and customer experience management.Closing Thoughtsdentsu Consumer Navigator Entertainment 2023|Navigator|Navigator05Dentsu is the network designed for whats next,helping clients predict and plan for disruptive future opportunities and crea

128、te new paths to growth in the sustainable economy.Taking a people-centered approach to business transformation,we use insights to connect brand,content,commerce and experience,underpinned by modern creativity.As part of Dentsu Group Inc.(Tokyo:4324;ISIN:JP3551520004),we are headquartered in in Tokyo,Japan and our 65,000-strong employee-base of dedicated professionals work across four regions(Japan,Americas,EMEA and APAC).Dentsu combines Japanese innovation with a diverse,global perspective to drive client growth and to shape society.Visit:;.About dentsu