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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)

     

     

Latest insights

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

    • 11/13/19
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • Geodata
    • Global
    • English

    Map of the Month: GfK Purchasing Power Europe 2019

    GfK's Map of the Month for November shows the distribution of purchasing power in Europe in 2019.
    • 11/05/19
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Global
    • English

    How can local TV brands prepare for the new competitive video landscape in 2020?

    Digital devices offer new ways for audiences to engage with content. Latin Americans are using their laptops, mobiles and tablets to consume a wealth of online media from short clips, streamed music and radio, as well as TV and print content. In Mexico, mobile video content is driving the web. When audiences turn to their devices for mobile or web viewing of online media content, we observe brands such as YouTube, Spotify and Netflix – as well as local TV brands and radio channels in the top 10 most used media channels.

    The rise of online TV brands

    The popularity of YouTube across the globe is well known, and the Latin American markets are no exception to this general rule. What is stark however, is how much time Latam audiences spend with Netflix online, particularly when contrasted to the local TV services. Of course, Netflix offers long-form content and so a high level of time engagement would be expected. However, its prominence does raise questions about how well local media organizations are adapting to this new landscape. The new video consumer is hungry for content and will seek out services that deliver the entertainment they desire. Local players have developed VOD app services, but with continued threats from global players like HBO Go and Amazon Prime Video, how can local media organizations deepen their content and digital strategies to better engage their audiences?

    Local TV brands deliver the reach but there are opportunities to build more time spent

    Across all markets, Netflix is in the top 5 media brands in terms of its reach for both the total Media Broadcasting and Media On-Demand activities. It also dominates time spent, along with YouTube and Spotify. However, in all markets, there is a strong presence from local TV brands and in some markets, they deliver as much reach as Netflix (Globo in Brazil, Canal 13 in Chile and Caracol TV in Colombia). In Brazil, Globo.com reaches 88% of the online population, 13.cl in Chile reaches 94%, Caracoltv.com in Colombia reaches 88%, Unotv.com in Mexico reaches 60%. These brands now have the opportunity to better convert their audience reach into increased time spent with their digital services. The only exception to this pattern is in Argentina where Netflix, despite its high reach, is not engaging audiences in terms of time spent. Here the key local TV brand competitor, EltreceTV, only reaches half of the online population, so there is an opportunity for a dual strategy to build reach and time engagement.

    How are Amazon Prime Video and HBO Go performing in the region?

    It is not just Netflix that local TV brands compete with, there are emerging services that will diversify the viewing choices further in the region. While Netflix reach in Latam has been strong for a couple of years, our data demonstrates that Amazon Prime Video is beginning to cut through, mainly in Mexico and Brazil. In Q2 2019, Amazon Prime Video reached 24% of online adults in Mexico and 12% of online adults in Brazil. HBO Go is also now cutting through in Brazil, Chile and Mexico. We can measure how people are accessing it, via their browser or the app.

    How well are the local VOD app players performing?

    The leading media organizations each have a VOD app service. Claro Video has achieved a presence across the region, with reach being strongest in Mexico (28%). It outperforms Amazon Prime Video currently. In response to Amazon Prime Video’s growth, Claro Video will want to build on its existing reach to continue to offer a unique service. The second strongest market for Claro Video is Colombia (17%), followed by Chile (12%) and Argentina (7%). Globo Play has gained strong traction in Brazil at 17% reach, outperforming HBO Go and Amazon Video. Movistar Play reaches one in 10 online adults in Argentina and Colombia, and marginally higher at 13% in Chile.

    2020 will demand a deeper audience, content and digital strategy

    It’s evident that Latam audiences are seeking new ways to engage in content. Whilst the market has become used to Netflix dominating, new global entrants are emerging and will increasingly compete with local media players as consumers expectations evolve and increase around content and its delivery. The year 2020 will be a pivotal year not only for local TV brands but for the rest of the local media organizations to see how well they can protect, build and capture audience engagement.

    How we work with clients

    GfK helps clients navigate through disrupted consumer markets. We respond to client challenges through our expertise in consumer insight, media measurement and digital analytics. Our passive behavioral data gives us a unique opportunity to deliver a consumer-centric, cross device view of audiences and their attitudes and behaviors. We understand who is using different media services, the devices they use and how frequently. We can also evaluate cross media usage and track emerging behaviors or shifts in how your audience is consuming different media and apps. This data provides a wealth of insight but can also be applied to monitor ongoing performance, making insight more actionable within an organization.

    Want more news about Media Measurement?

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    • 10/22/19
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • Geodata
    • Global
    • English

    GfK updates maps for all of Europe

    GfK has released its Europe Edition 2019/2020, which includes digital maps for all of Europe, reflecting the thousands of regional changes that have occurred since the previous release.
    • 09/26/19
    • Fashion and Lifestyle
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Consumer Goods
    • Geomarketing
    • Geodata
    • Picture of the month
    • Global
    • English

    Map of the Month: Online purchasing power for food, Germany 2019

    GfK's Map of the Month for September illustrates the 2019 regional distribution of purchasing power for food purchases via online retail in Germany.
Solutions
  • 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.

  • 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. 

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