Media Consumer Insights

Trend - Though streaming services like Netflix, Hulu, Paramount + and more have transformed consumers' relationships with television, they have yet to crack the code on live events. That is, until, the recent rise of sports-specific streaming partners and services. Expanding programming into these areas ensures larger viewership, especially around huge events like the Super Bowl.

Insight - The target demographic for live sporting events has changed in recent years; take, for example, the Super Bowl -- between Rihanna's halftime show and Taylor Swift's much-covered relationship with Kansas City Chiefs tight end Travis Kelce, the event has begun to attract more than just football fans. This introduces an opportunity for not just increased eyeballs, but additional merchandising and programming. As streaming services develop into production houses and even media conglomerates, their ability to seize these opportunities becomes irresistible.

Trend - Online retailers are launching shopping services specifically for VR headsets. By adding shopping directly to these devices, e-commerce is made more convenient for consumers. These immersive apps enable try-ons and previews in a 3D environment, more accurately conveying the details of products.

Insight - Tech-forward consumers have begun adopting spacial computing at accelerated rates while citing limitations of traditional human-machine interface (HMI) devices. In recognizing that consumer-grade spatial computing is in its early stages, brands are racing to ensure their services are available on these modern platforms. Brands that take advantage of the interactive HMI features native to these devices can more effectively market to both long-time users and new consumers entering this space.

Trend - Companies are using artificial intelligence to enhance news delivery through AI-powered applications and services. These tools curate news delivery to ensure only relevant information is delivered clearly and concisely. The AI tools are intended to reduce redundancy in news feeds significantly.

Insight - Time constraints are one of the largest factors that inhibit regular citizens' abilities to stay up to date on news stories. Most people do not have time to check several news outlets to sift through swathes of information, leading to most simply using social media feeds. Brands are identifying the challenges related to time and effort for news, and are creating easy-to-use, AI-powered news aggregators to draw in busier users.

Trend - Brands in the audio hardware space are releasing toned-down version of sound samplers in portable formats. These samplers enable quick, impromptu sampling in high quality. These are designed to fit in a user's pocket, ensuring they are always ready to capture desired audio clips.

Insight - Creative professionals often struggle with finding inspiration and are unable to choose when motivation will come. These professionals desire convenient devices that work alongside their busy schedules. As a result, many creative professionals are gravitating toward smaller solutions, such as ultralight laptops, or pocket-sized devices, even if they come with performance tradeoffs. Brands are acknowledging this as a priority, and are responding with low-cost, size-efficient devices.

Trend - As artificial intelligence (AI)-based art generators become more mainstream, galleries and curators are adapting by showcasing notable AI artworks from prompt writers. These exhibitions showcase the potential of AI art while allowing galleries to gauge customer reception of generated works.

Insight - Consumers that attend art exhibitions and galleries consistently desire new, avant-garde artworks and technologies. Incorporation AI-generated works not only showcases the capabilities of modern technology, but also shows how artists and viewers alike can express themselves through AI as prompt writers. These galleries satiate desires for new forms of art while provoking thoughtful discussion regarding art production and the meaning of artworks.

Trend - Tech companies are using artificial intelligence (AI) to create advanced dubbing software to help with translation and localization. AI dubbing goes beyond simple translation and text-to-speech, offering services that use the original actors' voices, dub in real-time, or maintain emotions.

Insight - Pandemic-induced lockdowns led to an influx of content and media consumption around the world. Many consumers began experimenting with international forms of content, having to enjoy this content with subtitles or poor translations, leading to a desire for improved content accessibility. AI solves this issue by providing curated dubbing services for each type of content, such as real-time dubbing for news broadcasts, or emotion-retaining, original-voice dubbing for television media.

Trend - Game developers are addressing the issue of inadequate LGBTQ+ representation in gaming. These communities often feel unrepresented by games that center around straight, cisgender characters. Development studios are addressing this blindspot by promoting LGBTQ+ characters and stories in video games.

Insight - Representation is key in the media as all consumers, from teens to adults, look for themselves in content that they consume. In gaming, members of the LGBQT+ community often feel unrepresented, turning to small-budget independent games that tell their stories. This has placed pressure on more prominent, mainstream game creators to incorporate more diverse stories, characters, and identities into video games. These titles also strive to educate gamers on LGBTQ+ issues.

Trend - Companies that develop metaverse experiences have begun adopting machine-learning artificial intelligence systems in order to increase the quality of virtual worlds. Non-player characters are being augmented with AI to increase interactivity, immersion, and entertainment for players.

Insight - Non-player characters are necessary aspects of virtual worlds in the metaverse. These characters interact with the player in different ways, acting as virtual storefronts, tour guides, help networks, or parts of a video game. However, these characters often function in one-dimensional ways, leading to repetitive outcomes. Virtual world attendees have begun seeking more interactive, dynamic experiences that do not take away from the immersive experience that virtual worlds provide.

Trend - A new wave of startups are utilizing blockchain technology and smart contracts to offer filmmakers and musicians an alternative artist-centric solution for connecting with fans, acquiring funds, and distributing their projects.

Insight - Filmmakers and musicians operate within a highly centralized industry and, as a result, find themselves routinely faced with creative compromise and lowly compensation. Meanwhile, fans are seeking new ways to support these artists in more direct and personal ways. Accordingly, new blockchain-based platforms are aiming to empower creators by cutting out the middleman, enabling them to connect directly with fans and financiers so they can independently distribute their work.

Trend - With bulk releases and online debuts of the latest movies, streaming services and film companies have continued to encourage binge-watching, offering a distraction for consumers during COVID-19. Now, brands are pulling back their schedules to weekly episode releases and cinema-first debuts in order to increase viewer engagement.

Insight - When looking for entertainment and comfort during the ongoing pandemic, contemporary consumers have been prioritizing efficient, no-fuss options. As a result, many have been relying on online on-demand content. With increased consumption during COVID-19 and even prior to it, individuals have started experiencing some fatigue. In this space, many are looking for ways to develop healthier relationships with their favorite content providers and this allows them to feel more grounded and energized.