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COVID-19 Social Intelligence Deep Dive: Entertainment
Horizon Media explored social conversation surrounding the Entertainment category amidst COVID-19, and discovered:
THE CONTENT CRISIS IS A MYTH:
There was no sharp increase in conversation about having “nothing to watch.” While it is slightly more prevalent now than it was before COVID-19, it’s not a crisis. What does exist is a general COVID-19-induced malaise driven by boredom, loneliness and feelings of being stuck. TV and video entertainment represent just one part of it.
THE CONTEXT HAS SHIFTED, NOT MARKETING ITSELF:
In the context of COVID-19 the challenges of marketing entertainment content are the same as ever, but some are heightened. This heightening means in order to break through, content owners need to amplify elements of messaging, especially newness and fit with audience preferences (talent, genre, etc.)
PEOPLE ARE SEEKING RECOMMENDATIONS MORE THAN THEY’RE COMPLAINING:
It’s not a supply or appetite issue. About two weeks into safer-at-home orders, the conversation on social media shifted from being more about not having anything to watch to people looking for recommendations for new things to watch.
“NEW” DOESN’T MEAN GOOD. “OLD” DOESN’T MEAN BAD:
TV is still very much top of mind for people, and there is still a desire to watch programs, both new and old. People seek out and watch old shows, sometimes multiple times over. In addition, some need to be reminded that a slowdown in production does not mean that new shows won’t continue to premiere.
PEOPLE NEED HELP WITH DISCOVERY, ESPECIALLY NOW:
With so many shows, so many platforms, and so much time spent with screens, the paradox of choice is real. In the haze of their malaise, viewers easily overwhelmed by exploratory searching need content marketers to guide them to what’s new and relevant to them.
NEW OUTLETS DON’T SATIATE THE NEED:
While the launch of HBO Max provides a fresh injection of perceived “new” content for some, the relief is temporary. Even with HBO Max they already anticipate a time when they will once again proclaim there’s “nothing to watch.”
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