Edelman’s annual study into Entertainment trends is now in its sixth year. The research tracks the impact of social media and new platforms on entertainment audiences in the UK and US, revealing the key issues that entertainment brands and communication professionals should consider when looking to engage audiences with content.
This year’s study “Value and Engagement in an Era of Social Entertainment and Second Screens” marks a three year high in how audiences perceive the value of content. The study reveals that the internet’s influence on how entertainment content is consumed and shared continues to grow. Alongside this growth, consumers are increasingly active in sharing their likes and dislikes, both via word of mouth and online. The study illustrates a ‘Conversation Curve’ with most audiences looking to share content they have liked and disliked after they have consumed it, not during the experience. Consumers are also keen to stay in control and not be replaced by notification and recommendation technologies.
In this week’s podcast Nicole Brzeska, Global Head of the Edelman Digital Entertainment practice is joined by Gordon Macmillan, Editor of the Wall Blog and Group Social Media editor for Brand Republic and Luke Mackay, Head of Digital Entertainment UK for a discussion around Edelman’s 6th Social Entertainment Study and the challenges for brands looking to engage online audiences with entertainment content.
The full results of the survey are available via the link in the Downloads section below.