Lockdown Media Opportunities
Only 8% of global consumers believe brands should stop advertising during the ongoing Covid-19 crisis (Kantar, 2020). With the world consuming at-home entertainment en masse, we highlight engagement opportunities in stand-out media channels.
- Entertainment in Place: Mobile experiences are taking a dip as consumers choose bigger screens available in their homes (The New York Times, 2020). Global daytime video streaming is up 40% (Conviva, 2020), and Nielsen reports that US kids and teens aged six to 17 blew past all other demographics with broadcast TV midday viewership gains of 300%. While building rapport in online gaming and social platforms like TikTok is key for youth-focused brands, now is prime time to activate brand awareness via broadcast TV.
- Meet Me in the Metaverse: Gaming is making huge gains. In April, Microsoft disclosed a 130% increase in multiplayer engagement. Meanwhile, streaming platform Twitch reported audiences watched 1.49 billion hours of gaming content (StreamingElements, 2020). Nintendo's Switch console sales grew 24% year-over-year. Gaming's appeal transcends age lines – The World Economic Forum revealed that during lockdown, US and UK boomers spend as much extra time on video games as they do on films and TV series.
Online gaming's digital landscapes are examples of the emerging metaverse – shared virtual spaces where people can interact with each other and brands. Check out our latest Pop Culture Round-Up to see how Nintendo's Animal Crossing used these mechanics to draw 13.5 million players into its world.
- Longing for Connection: Reflecting people's need for real-time human interaction, use of video chat app Houseparty grew by 74% (New York Times, 2020). Interactivity features in live-streaming open up modes of connection for brands from any industry – check out Leveraging Live-Stream Commerce.
- Capturing Creators: Audiences who have hit saturation on passive content consumption are drawn to experiences that activate their own creativity. Podcasting platform Acast reported a 49% increase in people wanting to create podcasts, and writing community Wattpad has seen a 151% growth in story uploads and 125% more new writers. In Music in Lockdown: Future Fan Engagement Strategies, we highlight how musicians are keeping their fans close with collaborative digital projects, and The New Consumer Creators explores how brands can harness that energy.