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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.
    • 11/25/16
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    GfK spins out Genius Digital’s Subscriber Intelligence Business

    Genius Digital has been bought back fully by its founders. GfK retains the powerful return path data and analytics capabilities which have grown substantially under GfK’s ownership.
    • 11/22/16
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    Stranger Things happen – Netflix original programs continue to hit the spot

    When Netflix released Stranger Things mid-way through July 2016, few people would have predicted the scale of the show’s success. Within its relatively short life span, Stranger Things (a series that is part of the ever expanding list of Netflix originals) has been celebrated by critics and Netflix users around the globe, by bringing a (perhaps, up until its release, slightly less fashionable) sci-fi TV format to TV screens in 2016, without losing any of the charm that people associate with the classics of that genre. Many commentators have speculated that the show would appeal to those who love the sci-fi classics of the 80s, as well as introducing the genre to new audiences, so we decided to look at our SVOD tracker data to see who exactly is watching this show.

    Who is watching Stranger Things?

    Firstly, let’s look at the profile of those watching the show: Compared to all Netflix users, the Stranger Things audience tends to be younger (they are more likely to be in living in a household with parents and other siblings, but less likely to have children around) and the appeal to both genders is more evenly balanced compared to other shows. Looking at age, 65% of those watching Stranger Things were 18-34. In fact, Stranger Things has one of the youngest audiences compared to any other major Netflix Original (with the exception of Making a Murderer, which has similar gender and age splits). This could be influenced by the subject matter of the two shows (sci-fi vs politics) but also perhaps because Stranger Things is a less familiar (and in a way, newer) format in today’s TV landscape, which could have triggered interest amongst younger users. It should be noted that these younger audiences are also more likely to consume video content on connected devices other than the TV screen.

    How was it watched after release?

    After being released on July 15th 2016, Stranger Things became a hit almost overnight. Even though it was only available for half of the month, it was the 3rd most streamed title in our SVOD tracker in July ’16, moving up to become the 2nd most streamed title in August ‘16. In September, the show was still the 2nd most streamed title, only ranking behind Narcos, which had released the 2nd season of the series at the beginning of the month. The release format that Netflix uses, releasing an entire season’s worth of episodes at once, is highly conducive to binge watching. Among those that binge watch shows, Stranger Things has the highest proportion of people streaming 4+ episodes, proving that people have been bingeing heavily on this series in the first weeks of its release.

    Are people enjoying watching Stranger Things?

    When asked to rate the program on a scale of 1 to 10, in terms of viewing satisfaction, Stranger Things (with a score of 9.0) delivered slightly better content ratings than other shows on Netflix (whose average score is 8.5). However, it is worth noting that Narcos and Making a Murderer also scored a 9.0 average content rating, which shows that Stranger Things is in-line with other recent Netflix Original releases on this measure (the average content rating for Netflix originals is 8.8).  Could they be listening to feedback from their audience to make more enjoyable programs? Stranger Things has been a success for Netflix – the data in our SVOD tracker shows this, but the announcement that Netflix have already commissioned a second series is clear evidence that this is true. In my opinion though, the key success of this show was that a higher proportion of younger users (16-34s) seem to be engaged with this title. If Netflix is to continue successfully expanding globally, it will need to make sure that it retains the attention of this audience, especially in a market where new video services are launching every day on a variety of devices, and vast sums of cash are invested into original content to try and capture market share. Having said that, if Netflix keeps successfully producing new program formats (or reviving old favorites), then they have a good chance at cementing their position at the top of the SVOD market even further.

    Learn more about the Media & Entertainment industry

    Get our latest insights here
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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