It’s no query that the COVID-19 pandemic modified the methods and the period of time shoppers engaged with content material. However will any of these habits stick now that those self same shoppers are rising from an prolonged interval of isolation?
That’s the main target of a brand new research launched at the moment by UTA IQ, the information and analytics division of the distinguished Hollywood company. The research — utilizing a nationally consultant pattern of 1,000 U.S. adults ages 18-54 — is titled “Without end Modified: COVID-19’s Lasting Influence on the Leisure Trade” and is a component one in every of a two half research with the latter installment specializing in dwell leisure. “Without end Modified” arrives a yr after the division’s client survey that studied media and leisure consumption in the beginning of the pandemic.
The findings that ought to pique the curiosity of studios and streamers is that consumption is predicted to stay excessive with 84 % reporting that they spent extra time with leisure in the course of the pandemic than within the earlier yr and 67 % intend to spend extra time consuming leisure in a post-COVID-19 world.
Seven out of 10 shoppers additionally reported utilizing a number of streaming platforms in the course of the pandemic and the identical quantity answered that they’ll proceed to unfold the wealth sooner or later. One in three respondents stated that they plan to subscribe to or use extra platforms; one in 4 plan to eat extra genres; and one in three stated they plan to eat extra worldwide content material and/or tales by numerous voices.
One in 5 respondents reported that they’re extra prepared to pay for unique content material from celebrities/influencers now than they have been earlier than the pandemic. In the meantime, half of shoppers stated that their fandom was strengthened in the course of the pandemic, and one in three folks stated that they took up a interest due to leisure that they consumed, akin to The Queen’s Gambit-inspired chess or Bridgerton-inspired embroidery.
Explains Joe Kessler, world head of UTA IQ: “Leisure and media proved a dependable escape from our stay-at-home lives. The important thing difficulty now’s whether or not this offers option to a extra enduring shift in habits and expectations. What shoppers are telling us is that now that they’ve fashioned many new habits, they gained’t allow them to go.”