THE RESEARCH IN TWO MINUTES
Eight findings on where movies, TV, microdramas and fandom are heading, and where brands fit in.
01
MOVIES AND TV SHOWS ARE STILL THE BACKBONE OF POP CULTURE
7 in 10 global consumers engage with them on a regular basis, ahead of social media, online videos, and sports programming.
02
THE CROSS-POLLINATION BETWEEN MOVIES AND TV IS REVITALIZING THE THEATRICAL EXPERIENCE
While blockbusters dominate across the board, younger audiences over-index on plans to see the theatrical releases of anime arcs or TV show arcs. This is contributing to bringing Gen Z to the movie theater,, whereas older cohorts are favoring home-viewing options (e.g., streaming, broadcast networks, or pay per view).
03
UK AND US AUDIENCES ARE ‘SUBSCRIPTION HORDERS’
On average, global consumers pay for two streaming subscriptions to watch their favorite TV series, but respondents in the UK and US are significantly more likely to hold as many as five or more subs.
04
MICRODRAMAS ARE AN EMERGING GENRE THAT IS RIPE FOR BRAND INTEGRATIONS
1 in 5 global consumers watch microdramas and half of viewers say they are more likely to follow, like, and purchase brands that are being featured in this type of content.
05
FOR GEN Z, ENGAGEMENT WITH MICRODRAMAS IS A PROLONGED AFFAIR
Younger viewers are significantly more likely to engage in watching sessions that last as long as 3 hours.
06
TOLERANCE FOR AD BREAKS IN MICRODRAMAS IS QUITE HIGH
Whether the content is being experienced via dedicated platforms or on social media, only 20% say that they feel there are too many ads (half of the share that said the same for TV shows on broadcast television networks).
07
ENTERNTAINMENT IP NOW WORKS AS A 360-DEGREE ECOSYSTEM FOR BRANDS
Integrations into beloved franchises can sway consumers to share information with partner brands, research them, and follow them on social media.
08
GEN Z IS ALL ABOUT COSPLAYING WHILE MILLENNIALS WANT TO WEAR THEIR FAVORITE IP ON THEIR SLEEVE
It’s not a stereotype: Gen Z is likely to want to buy items worn and used by their favorite characters. Millennials are keen to buy apparel displaying their favorite franchises and characters, especially in the US, UK, China, and India.
