Table of Contents
Executive Summary
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- The consumer
- Increase in people purchasing physical music gives more hope to the future of the market
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- Figure 1: Physical media purchases, December 2017-20
- Halt in growth of video streaming subscriptions
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- Figure 2: Media subscriptions, December 2017-20
- Dip in reading of free online newspapers suggests news fatigue
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- Figure 3: Media activities, December 2017-20
- Smaller films could benefit from digital rental releases beyond the pandemic
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- Figure 4: Media downloads, December 2017-20
- More people are using game consoles
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- Figure 5: Devices used for media activities, December 2020
- Decline in people using smartphones to watch short videos online
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- Figure 6: Devices used for viewing, December 2020
- Door opens for more authentic photo-sharing platforms
- Nearly three in 10 people from Gen Z are posting original short videos
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- Figure 7: Online content creations, December 2020
- Platforms should offer more control to users over the feedback they receive
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- Figure 8: Attitudes towards posting online content, December 2020
- People feel positively about going viral
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- Figure 9: Attitudes towards going viral online, December 2020
Physical Media Purchases
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- The resilience of the print books market is further cemented
- Bookshop.org is crucial for independent bookstores during the pandemic and beyond
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- Figure 10: Physical media purchases, December 2017-20
- Print newspapers and magazines struggle…
- …but there could be opportunities in the children’s news market
- Increase in people purchasing physical music gives more hope to the future of the market
- HMV’s experience strategy could prove more effective post-pandemic
Media Subscriptions
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- Halt in growth of video streaming subscriptions
- Financial concerns will have limited growth
- Disney+ targets adults following its successful launch
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- Figure 11: Media subscriptions, December 2017-20
- Pay-TV providers add more original content and live sport to keep subscriptions high
- As number of music subscribers grows, Spotify explores new premium options
Media Activities
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- Launch of Times Radio signals the ongoing popularity of radio
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- Figure 12: Media activities, December 2017-20
- Growth in use of free video streaming services encourages broadcasters to further prioritise their online platforms
- Desire for more immediate gratification during the pandemic encourages binge-watching…
- …but don’t write off linear TV
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- Figure 13: Viewership of free TV services in the last three months, by generation, December 2020
- Dip in reading of free online newspapers suggests news fatigue
Media Downloads
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- Smaller films could benefit from digital rental releases beyond the pandemic
- Younger Millennials and parents are more likely to buy digital rentals
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- Figure 14: Media downloads, December 2017-20
- Amazon reignites conversation around download ownership
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- Figure 15: Repertoire of media downloads in the last three months, by age, December 2020
Devices Used for Media Activities
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- More people are using game consoles
- Video game streaming presents a threat to consoles
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- Figure 16: Devices used for media activities, December 2020
- Decline in people using smartphones to watch short videos online
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- Figure 17: Devices used for viewing, December 2020
Special Focus: Online Content Creation
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- Door opens for more authentic photo-sharing platforms
- Adding filter-free features
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- Figure 18: Online content creations, December 2020
- Nearly three in 10 people from Gen Z are posting original short videos
- Gen Z will not leave TikTok because other platforms offer TikTok-esque features
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- Figure 19: Online content creations in the last three months, by generation, December 2020
- Encouraging women to post a greater variety of content
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- Figure 20: Online content creations in the last three months, by gender, December 2020
Special Focus: Attitudes towards Posting Online Content
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- People are closely monitoring the response their content/posts get
- Platforms should offer more control to users over the feedback they receive
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- Figure 21: Attitudes towards posting online content, December 2020
- Ephemeral content makes posting more casual
- Preventing people posting negative content
- Many have the goal of making money from their online content
- Direct payment features become a key feature social media platforms can use to attract users
- People feel positively about going viral
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- Figure 22: Attitudes towards going viral online, December 2020
- Men more likely to aim to go viral and to make money
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- Figure 23: Attitudes towards going viral online, by gender, December 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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