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Smart insights: Media and Entertainment

The media and entertainment industry is experiencing rapid transformation. This offers significant opportunities for those broadcasters, publishers, content advertising agencies, and content and digital platform owners who can understand the impact of this change.

Today, an audience of many is becoming an audience of one, forcing the media industry to become more data-driven. Media and digital groups need to understand changing patterns of consumption, including what programs and content are viewed across digital and traditional channels, as well as other content sources. 

Our media and entertainment research experts provide insight into what content is being consumed on which channels and devices, and why. We convert big cross-media data into smart, relevant research insights by using our unrivaled analytical, data science and technological expertise to integrate and interpret multiple data sets.

GfK’s own unique data sets include proprietary audience, consumer and retail data (for example Video on Demand (VOD), DVDs, music, books, video games and consoles). This allows us to measure media consumption, advertising efficiency and content appeal. By capturing, analyzing and translating media consumption across channels, platforms and devices, we help you build and execute winning business strategies.

Success Stories
  • Providing comprehensive product information for a hi-fi publication

    Providing comprehensive product information for a hi-fi publication

    16.08.2016

    Our catalog enables our client to offer comprehensive and authoritative product listings through its online publications.

    Situation

    Our client publishes a magazine for buyers and lovers of home audiovisual systems. In its move toward digital publishing, it wanted to keep its website readers engaged by providing technical specifications for most products in its listings. The company also wanted to minimize the costs and resources required to gather and manage the content, preferring that its staff focus on core publishing activities.

    Approach

    We provided the magazine with a subscription to our authoritative product catalog data. This gives the organization detailed, accurate and standardized technical specifications, product images and marketing text covering most audiovisual products in the market. Our product data is updated daily and is built on data drawn directly from manufacturers and distributors.

    Outcome

    The publication now offers its readers up-to-date, accurate and detailed product information alongside its editorial reviews. This adds value for readers and entrenches the publication’s place as the most comprehensive source of information about home entertainment systems.

    Our catalog:

    • allows the client to easily offer product listings without the costs of capturing the data manually
    • enables the publisher to focus on its core business even as it builds out new online services for its readers
    • offers data even for niche brands and manufacturers

    Click here to download our success story

  • Cross-device usage study optimizes campaign planning

    Cross-device usage study optimizes campaign planning

    02.06.2016

    Facebook asked us to explore how consumers use computing devices and how they switch between them for different tasks during the day.

    Facebook’s mission is to give people the power to share and make the world more open and connected.

    Situation

    Facebook wanted to explore how people use different devices for different tasks during the day and how they switch between them. This information could help its advertisers target customers with greater precision.

    Approach

    We combined a quantitative online survey with qualitative in-depth analysis to understand consumers’ behavior, attitudes and opinions about the devices they use to access online content and services. We used geographical location tracking to analyze which activities they were most likely to do while away from their homes.

    Outcome

    We discovered that almost half of the adults in the UK and the US sometimes begin an activity on one device and finish it on another. This suggests that marketers must reach their audiences across all platforms with a consistent brand experience. With single log-in sites like Facebook, they can avoid sending the same messages to prospective customers on their different devices.

    The research highlighted the most important reasons for people switching from one device to another: comfort and convenience; urgency; the time it takes to complete a task; security and privacy; and the complexity of the information the user needs to input to complete the task. Actions associated with a purchase journey frequently trigger a consumer’s decision to switch devices.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

  • Connecting the dots between digital and traditional media

    Connecting the dots between digital and traditional media

    15.03.2016

    We investigated the role of social media chatter in generating awareness and readership of Vanity Fair’s Caitlyn Jenner issue.

    Vanity Fair is an influential and iconic magazine published by Condé Nast.

    Situation

    Most media planners crave insight and data about how digital and traditional media can work together. The much talked about issue with Caitlyn Jenner on the cover offered us a perfect opportunity to explore this topic. We wanted to investigate what impact, if any, the social media buzz can have on the readership of the July issue in its traditional printed format.

    Approach

    Over a nine-week period, we surveyed 1,798 adults online who said they had read the July issue of Vanity Fair.

    Outcome

    • Four in ten adults who read the magazine first heard about the Jenner cover on social media
    • 40% of adults (ages 18+) who read the July issue had not read Vanity Fair in the previous 12 months
    • Nearly half (47%) of those readers were aged 18 and 34, indicating that the coveted millennials do read print magazines, contrary to the conventional wisdom
    • The big challenge for publishers is generating awareness among these younger readers – and it looks like social media can help with this

    Click here to download the success story

  • Optimizing TV content for a demanding audience

    Optimizing TV content for a demanding audience

    31.01.2016

    Our research helped this TV network shape its new television show featuring a Brazilian icon.

    Situation

    A broadcaster needed information about how viewers would respond to a popular entertainer’s return to the airwaves after a short absence. After the launch of the program, the company wanted to track the audience’s response to its format and content.

    Approach

    We explored social media conversations to determine which elements viewers might value in the show, and how these aligned with the host and the network. A subsequent quantitative study gauged the target audience’s intention of watching the program.

    After the launch, we tracked viewers’ behavior and opinions by integrating social media insights with audience data from the broadcaster and data from our online panel.

    Outcome

    We found that Brazilians were receptive to a new show because television program options during the evening time slot were limited.

    After the launch, we tracked user-generated content on social networks to see what elements of the show were resonating with the audience. This information helped producers strengthen the show’s content.

    Our advice also helped the commercial team to target sponsors with brands that would be a good match for the profile of the program and its audience.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

     

     

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Discover latest industry insights, market data and how Media and Entertainment trends will affect your business.

Latest insights

Here you can find the latest insights for media and entertainment industry. View all insights

    • 05/11/16
    • Media and Entertainment
    • Media Measurement
    • Denmark
    • English

    Using Programmatic advertising to reach highly defined target audiences

    It’s time to move beyond impressions, sessions and searches in programmatic advertising and put people back into data.
    • 03/08/16
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Consumer Goods
    • Shopper
    • Denmark
    • English

    Welcome to the world of the Connected Consumer

    It's time to think differently. Today's consumers are harnessing technology to reinvent themselves, their lives and their communities. They are changing the existing value system. Connected Consumers embrace freedom, acceleration and intimacy. Are you ready? The future is now.
    • 12/22/16
    • Media and Entertainment
    • Media Measurement
    • Connected Consumer
    • Global
    • English

    Queen Elizabeth II – The jewel in the Netflix Crown?

    Released in its entirety on November 4, 2016 and reported to have cost around £100m to produce, The Crown is one of the most ambitious projects that Netflix has taken on to date. A 10 part original series (essentially a biopic) about Queen Elizabeth II, recounting her life from the royal wedding in 1947, right up to the present day, the show has been celebrated by all sides of the media, frequently being described as “faultless”, “magnificent”, “engaging” and “gripping”. So what do we know so far about The Crown’s first few weeks on the service? Firstly, amongst our sample of Netflix users, The Crown was the top streamed title on Netflix in November 2016, showing that the release has been heavily streamed amongst users. But what was driving users to the show? Sheer curiosity or perhaps something else?

    Netflix’s Marketing of The Crown

    30% of Netflix users said they watched The Crown because it was recommended to them by someone, or simply because it looked and sounded interesting. However, a third of users also said that they had watched the series because it featured in the ‘recently added’ section of the service, and half also claimed that external advertising had influenced their viewing choice. It is clear that Netflix were determined for this to succeed – not only was the show expensive to produce, but campaign spend across all media for The Crown was one of the highest of 2016  ensuring that the investment would not be appreciated by just users, but also reach and appeal to a wider audience. Finally, in November, compared with the rest of 2016, a higher proportion of respondents say they signed up to Netflix in order to watch exclusive content not available elsewhere. However, the jury is still out as to whether The Crown itself was driving this. Early indications are that it attracted existing users to view rather than acted as a drive to sign up new ones.

    Who was watching The Crown and why?

    In its first month of release, the demographic profile of those watching The Crown has shown some interesting results. Firstly, a fifth of the show’s viewers are aged 55+. This is a slightly higher proportion of older users watching than for Netflix content overall and also in contrast to new releases such as Stranger Things, which primarily attracted a younger audience within its first few weeks of release. It does highlight the strength of Netflix’s commissioning policy, allowing them to target different types of viewers by commissioning shows with differing demographic appeal. When asked why they started watching the title in the first place, respondents mostly indicated that it was because they had a general interest in the Queen or the Monarchy or because they wanted to find out more about this period of time in British history. But what is remarkable is how few people said they started watching the title because of the A-list cast that has been employed (Claire Foy and Matt Smith both star), or because of the quality of the production for the title, further demonstrating that this title was perhaps designed to target an audience of lighter viewers less engaged by marquee names and more by the program content.

    Was The Crown a success?

    Defining a success when talking about Netflix titles can be difficult. If we look at overall content ratings, The Crown performed well. When asked to rate the show on a scale of 1 to 10, The Crown achieved an average score of 9.0 which is higher than all  Netflix titles that score an average of 8.7. Compared to other recent celebrated titles, such as Stranger Things, Making a Murderer and Narcos, The Crown achieves relatively similar levels of satisfaction. Furthermore, when we look at whether viewers are likely to recommend this title to others (again on a scale of 1 to 10), it scores in line with Netflix Originals on average, but slightly lower when compared to recent releases. So in terms of satisfaction and recommendation, The Crown can be called a success, but perhaps more was expected from this title, given the scale of investment into the show. Overall though, The Crown can be considered a success. Critics and viewers have both celebrated the show, and early data is indicating that the title is both driving viewing as well as appealing to a lighter viewing audience demographic for Netflix. Furthermore, exposure for the SVOD service has also increased due to positive press attention and increased marketing activity. Content producers like the BBC and ITV must have taken notice at the bigger financial bets Netflix are prepared to make to increase their audience shares, which must ultimately leave them slightly nervous about the future, and fortifying Netflix’s position as a serious threat to such traditional players in the media landscape.
    • 12/14/16
    • Media and Entertainment
    • Technology
    • Connected Consumer
    • Global
    • English

    UK TV viewing trends

    Latest research from GfK into the UK’s OTT viewing habits has revealed surprisingly low audience numbers on mobile devices. It seems that watching subscription video content on Netflix, Amazon and Now TV is, for now, most definitely an in-home entertainment experience.
Solutions
  • Brand and Customer Experience (BaCE)

    Brand and Customer Experience (BaCE)

    Brands are under pressure to develop emotional connections and relationships with consumers and business decision makers.  Brands need to respond in-the-moment, to enrich the customer experience – and develop strategies that influence ”moments of truth” throughout individual brand journeys.  

  • Consumer Panels

    Consumer Panels

    Your business is all about your consumers. So understanding them is essential in ensuring your products and services meet their needs, and in identifying opportunities for growth.

    Our international consumer panel data and research expertise provide you with smart customer insights into who your consumers are, their attitudes and behaviors, across channels.

  • Digital Market Intelligence (DMI)

    Digital Market Intelligence (DMI)

    When consumers shop, search, communicate, gather information and engage with companies or brands online, they behave differently depending on which device or screen they are using. They expect a consistent experience regardless of the channel or device they are using.

  • Geomarketing

    Geomarketing

    Our geomarketing solutions and consultancy provide our clients with smart insights into location-specific factors that impact the success of business sites, shops, sales territories, target groups, as well as chain store and distribution networks.

  • Media Measurement

    Media Measurement

    Consumers have more media content, channels and more choice of devices than ever before.

    Advertisers, media owners and media buyers need to identify which digital and traditional channels are most successful at attracting the right audiences.

  • Point of Sales Tracking

    Point of Sales Tracking

    Retailers and manufacturers are under pressure to develop products and services that maximize sales and profit and to keep customers coming back.

    Success relies on having the most up-to-date sales data, combined with robust analysis to understand which products and services are performing well in the market – and which are not. With this information, clients can set clear strategies for commercial growth and increase return on investment.

  • Shopper

    Shopper

    Digital continues to open up new paths to purchase, changing how and where people shop. More and more data becomes available every day, as shoppers embrace multi-channel brand experiences.

    To stay competitive in this big data, multi-channel environment, businesses need to identify and leverage the most relevant data along the entire path to purchase. With this, companies can optimize each step of the shopper journey. 

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