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Akıllı İçgörüler: Medya ve Eğlence

Akıllı İçgörüler: Medya ve Eğlence

Medya ve eğlence sektörü hızlı bir dönüşüm geçirmektedir. Bu, yaşanan değişimin etkisini anlayabilecek olan televizyonculara, yayıncılara, içerik reklam ajanslarına ve içerik ve dijital platform sahiplerine büyük fırsatlar sunmaktadır.

Günümüzde, birçok kanalı izleyen bir izleyici tek kanal takip eden bir izleyici haline gelmektedir ki, bu durum medya sektörünü daha fazla veri odaklı olmaya zorlamaktadır. Medyanın, dijital ve geleneksel kanallarda hangi programların ve içeriğin gösterildiği ve diğer içerik kaynakları da dahil olmak üzere, değişen tüketim modellerini anlamaları gerekmektedir.

Medya ve eğlence sektöründeki araştırma uzmanlarımız, hangi kanal ve cihazlarda ne tür içeriklerin neden kullanıldığına dair veriler sunmaktadır. Çoklu veri setlerini  entegre etmek ve yorumlamak için, rakipsiz analitik, veri bilimi ve teknolojisi uzmanlığımızı kullanarak büyük çapraz medya verilerini akıllı, uygun araştırma bulgularına dönüştürüyoruz.

GfK’nın özel veri setleri, özel izleyici, tüketici ve perakende verilerini içermektedir (örneğin, “Seç İzle”(Video On Demand), DVD'ler, müzik, kitaplar, video oyunları ve konsollar). Bu, medya kullanımını, reklam etkinliğini ve içerik cazibesini ölçmemize olanak sağlamaktadır. Kanallar, platformlar ve cihazlar arasındaki medya kullanımını yakalayarak, analiz ederek ve dönüştürerek kazanç sağlayan iş stratejileri geliştirmenize ve bu stratejileri hayata geçirmenize yardımcı oluyoruz.

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    • 05/09/17
    • Press
    • Media and Entertainment
    • Global
    • English

    GfK and Eyeota consumer purchasing-power retail data available to advertisers across Europe

    “Retail Purchasing Power” and “Purchasing Power for Retail Product Lines” improve the accuracy of targeting consumers online according to their offline shopping habits.
    • 05/03/17
    • Media and Entertainment
    • Retail
    • Global
    • English

    Valuing experiences over ‘stuff’: How consumers are shaping retail and media

    Whether we are talking shopping, viewing content, traveling or just casually socializing with friends, experience takes center stage for today’s consumers. The reason for this is that experiences are the modern world’s social currency, so the more we fight for them the better we can market ourselves to others. And the more experiences we gather, the better individuals we become, a truth that touches a nerve across age groups and generations, but more so for the up-to-35 year olds, Millennials or just a good mix of Gen Y and Z.

    Focusing on experience in a technologically evolving environment

    Rapid technological changes have impacted the way consumers perform everyday tasks. Internet enabled smart phones and tablets have placed the power in the consumers’ hands. Literally. For the last few years, online purchasing has been gaining a lot of momentum, beating the lines, registers and check outs of brick-and-mortar stores. The advancements of app shopping technology and the rise (until recently) of shopping loyalty were this trend’s enablers. But do consumers now want more? Whilst technology (ie. the internet) is used widely to search for information about a product, check online reviews, compare prices and check availability, experiencing the actual product/item is emerging as an intermediate step before the final purchase occurs. Think of a typical pre-Christmas shopping day. Consumers get experiences dosed up on atmosphere, lights and odors by visiting shops and malls whilst they are examining present options only to go back home and buy them online that same evening, often at a lower price. Now, this is no longer a behavior observed before the Festive season; technology ignited consumers combining seamless online and offline purchasing (and vice versa) is an everyday occurrence. The two channels have become completely intertwined in the consumer’s mind. Physical retail’s response was to embrace new ways to fuel the consumer’s imagination and please the senses while overcompensating for the digital medium’s inability to do so. As a result, stores are now becoming less about replenishment whilst focusing increasingly on experience rather than transactions.

    The ‘experience’ revolution’s effect on media and entertainment

    When it comes to experiencing content, shying away from physical purchases of DVDs and Blu-rays is nothing new. What’s more interesting is consumers’ muted response to downloading content. Most recently, consumers spoke loudly by remaining unexcited about Netflix’s newly introduced downloading option – only 3% of its subscribers have downloaded content since its launch back in November last year. (© GfK 2017 SVOD Content Consumption Tracker). Owning content, even if it’s just digitally, comes with the headache of storing and is missing out on ‘the thrill of the moment’ experience, which comes to life when deciding what to stream and how much of it. Streaming revolutionized the means to watch content and gave birth to a whole new viewing experience: binge-viewing.

    The binge-viewing phenomenon

    Two decades ago, back-to-back episodes of our favorite series was more than enough for a series enthusiast to make an appointment to view and turn the evening into a social event. The much cooler version of this, which gives full control over to the viewer about ‘what, when & how much’, is the binge-viewing phenomenon. ‘I stayed up all night to catch up on X’ is now a viewing treat even for the younger Gen Xs (around 40), who (via the delights of streaming) relive their student life instantanés. The evolution of our viewing experience re-shaped the watercooler moments in the office, which have been replaced with questions such as: “how far along are you?”, whilst there is a certain pressure on viewers to have covered (or sampled at least) the most talked about shows. To finesse our newly experienced viewing addiction, content creators had to revisit their scripting techniques; drip-feeding thrill and suspense throughout all episodes rather than keeping cliffhangers for the end of a series. This new, far superior viewing experience has created monster consumers, who expect everything (all content) on anything (all platforms), leaving content providers scratching their heads on the new viable model. Far from implying that the streaming technology is directly linked to the death of physical media, it feels that the ease of streaming content legally (or illegally) has further downgraded the sense of ownership here with DVDs and Blu-rays gathering shelf dust and the odd video rental shop serving as a museum of the pre-digital era.

    Does the balance between experiences over ‘stuff’ shift when our home is the focus?

    Technology has exploded and even though consumers take notice, they are the ones who dictate the rhythm when it comes to adopting it. Especially when it comes to technology targeting their own home. Our homes may be increasingly seen as entertainment & hobby centers, but first and foremost, they remain our private retreats. Virtual Reality gadgets and Smart Home tech are promising even more elevated sensory experiences to the average consumer, however their appeal still remains quite niche, limiting their popularity to birthday presents for loved ones. Cost, security issues and data privacy concerns seem to counterbalance our urge to create edgy experiences in this instance. Instead, we are seeing a U-turn to simpler things and times, like the taking up of cross stitching or micro brewing by sub-groups of the younger generations, who perceive such hobbies as an antidote to fast technology. One thing is certain: The search for memorable experiences continues, not least because compared to possessions, these intangible, non-measurable moments generate a feeling of happiness that doesn’t evaporate. *This article was originally posted on TM Forum Live Mary Kyriakidi is the Director of Media & Entertainment at GfK. To share your thoughts, please email her at mary.kyriakidi@gfk.com or leave a comment below.
    • 04/06/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    Netflix now offers downloadable content to watch offline. So what?

    Netflix was the last to join the likes of Amazon Prime and catch-up services in offering its subscribers the flexibility to watch content offline. For a while, Netflix officials have been shutting down all downloading queries cold. Their decision to “focus on the 95% use case where customers watch movies when they have network access and not to focus on the 5% case of airplane use or watching movies in the backseat of your car,” quoting Gibson Biddle at the 2012 Stack Exchange, was followed through for many years. Then, as the company focused on growth outside the US, the offline mode was kind of a deal breaker to push subscription rates in emerging markets. In those countries, consumers had already adapted their behaviour to lower levels of broadband speeds and Wi-Fi access and a Netflix offering would have seemed incomplete or impractical without the option to download content.

    Downloading options introduced by Netflix

    So, as of the 30th November 2016, we got what we wished for; Netflix introduced downloading options for users worldwide, benefiting even us in the very much developed world in the UK. But have Netflix subscribers responded enthusiastically to the long-awaited downloading feature? Here are the facts:
    • The word has spread: the vast majority (63%) of Netflix subscribers are aware that downloading is now available
    • However, a mere 3% are using it
    • Of those who use it, two thirds do so a couple of times a month or less
    In essence, the download feature is rarely utilized by Netflix users, with the majority of content still being streamed directly. When watching a TV Series that has been downloaded, viewing is more likely to be just one episode, compared with if that content was streamed directly. ‘Binge watching’ is also less likely if content has been downloaded rather than streamed.

    Why aren’t users binge-watching downloadable content?

    ‘Binge-watching’- the high level control over what, when and for how long you watch a show (you just don’t dare the thought of stop watching) is a concept that seems to be losing its coolness if all is downloaded for convenience. When respondents were asked about the reasons they haven’t used this feature yet, the half-hearted ‘I view/stream all I want at home’ response ranked first (with 52% of Netflix subs agreeing). Technical barriers like ‘lack of storage space’ (27%) and ‘don’t know how’ (17%) were mentioned next, and finally 7% could not find content they wanted to download. For some, the downloading experience was restrictive, if not unpleasant: the unsuitability for desktop streamers, also for Android devices that don’t support HD officially, further technical barriers for Chromecast or AirPlay users, also limitations around the number of devices that can download at the same time, etc. (the list goes on) – all these combined with an incomplete downloading library and the enthusiasm fades away quickly.

    Netflix = streaming

    This is consistent with how users are using Amazon’s downloading option too, averaging at an unchanged 5% since launch. In essence, a download sweeps away the beauty of the ‘caught in the moment’, unplanned viewing experience and is reduced to a practicality function. So, thank you Netflix for the ‘nice to have’ perk; it’s got to be there even if hardly ever used; for peace of mind, planes and dodgy Wi-Fi service at hotels. Whilst acknowledging the ever changing video landscape, I would be really surprised if Netflix’s downloading usage presents an uptake over the next few quarter results of our SVOD study. It’s only when post-Generation Z consumers start their own revolution on the way content gets consumed that we will be in for a surprise! Mary Kyriakidi is the Director of Media & Entertainment at GfK. To share your thoughts, please email her at mary.kyriakidi@gfk.com or leave a comment below.
    • 03/31/17
    • Press
    • Financial Services
    • Health
    • Media and Entertainment
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • FMCG
    • Global
    • English

    UK Consumer Confidence stays at -6 in March

    GfK’s long-running Consumer Confidence Index remains stable at -6 in March.  Three of the five measures stayed at the same level and two measures saw increases.
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  • Marka ve Müşteri Deneyimi

    Marka ve Müşteri Deneyimi

    Markalar, tüketiciler ve ticari karar vericiler ile duygusal bağ ve ilişkiler kurma konusunda baskı altındadır.

    Başarının yolu, tüketicilerin marka, ürün veya hizmetler ile ilgili yaşadıkları her deneyim noktasında, müşterilerimizin hedef kitleleri arasında yankı uyandıran deneyimler sunmaktan geçmektedir. 

  • Tüketici Paneli

    Tüketici Paneli

    İşiniz tamamen müşterileriniz ile ilgilidir ve bu yüzden, onları anlamak, ürün ve hizmetlerinizin onların ihtiyaçlarını karşıladığından emin olmanız ve büyüme fırsatlarını yakalamanız açısından son derece önemlidir.

    Tüketici paneli araştırmaları konusundaki uluslararası uzmanlığımız, size, tüm kanallarda, müşterilerinizin kimler olduğu, onların tutum ve davranışları ile ilgili akıllı istihbarat bilgileri sağlamaktadır.

  • Dijital Pazar İstihbaratı

    Dijital Pazar İstihbaratı

    Tüketiciler, internet ortamında alışveriş yaparken, araştırırken, paylaşırken veya bilgi toplarken ve şirketler veya markalar ile iletişim kurarken, kullandıkları cihaza veya ekrana bağlı olarak farklı davranışlar sergilerler. Ve kullandıkları kanal veya cihaz ne olursa olsun sürekli bir deneyim beklerler.

  • Satış Noktası İzleme

    Satış Noktası İzleme

    Perakendeciler ve üreticiler, satışı ve karları maksimuma çıkaran ürün ve hizmetleri geliştirme ve müşterileri ellerinde tutma konusunda sürekli baskı altındadırlar.

    Başarının sırrı, en güncel perakende satış verilerine sahip olmak ve hangi ürün ve hizmetlerin piyasada iyi bir performans sergilediğini, ve hangilerinin performansının iyi olmadığını bilmektir. Bu bilgiler sayesinde işletmeler, ticari büyüme için açık stratejiler belirleyebilir ve yatırım getirisini artırabilir.

  • Müşteri

    Müşteri

    Dijital çağ, insanların alışveriş davranışlarını ve tercihlerini değiştirerek yeni satın alma yolları açmaya devam etmektedir. Müşteriler çok kanallı marka deneyimlerini benimsedikçe, her geçen gün daha fazla veri ulaşılabilir hale gelmektedir.

    Büyük veriler barındıran çok kanallı bu ortamda rekabet avantajını korumak için, işletmelerin, tüm satın alma süreci boyunca en uygun verileri elde etmeleri gerekmektedir. Bu sayede, şirketler müşteri yolculuğunun her aşamasını optimize edebilirler. 

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