Media, content and agencies: summary of trends and outlook for 2021

In this article, we summarize the top trends and insights our data uncovered in the media, content, and agency worlds in 2021.

Media consumption has changed – what does it look like now?

The COVID-19 pandemic has shaken the global media industry. Among other things, he closed cinemas in many countries; pushed entertainment giants to invest more in streaming content; created massive layoffs in the media and advertising agencies; and accelerated the year-over-year decline of traditional newspapers and magazines.

YouGov’s 2021 International Media Consumption Report – the first of its kind – explores the industry at a unique time in its history. Using Cube’s data combined with specific, in-depth custom research, he examines 17 different global markets: from content subscription services in India to advertising in the US and beyond.

Here are some takeaways from the international study:

  • Video streaming increased in the US (up 5 percentage points) and the UK (up 8 points) as people adjusted to their new realities of working remotely and over time spent at home. Listening to podcasts also increased in the United States (from 39% to 43%) and the United Kingdom (from 27% to 33%).

  • While fewer people listened to radio in the US (down 8 points), but they listened to it more on their smartphones and computers. This marked a major change in the opportunities to listen and the frequency with which people listen throughout the day.

  • Significant shares of US and UK consumers report using social media platforms more often amid the pandemic and TikTok has been one of the fastest growing social brands among younger consumers over the past year.

Download YouGov’s 2021 International Media Consumption Report and See How Consumers Around the World and Their Behaviors Have Changed

Throughout the year, YouGov examined consumer adoption of streaming services and the differences between major streaming audiences. In one example, we looked at the intersection of streaming and advertising attitudes among UK consumers to help advertisers segment and better connect with different types of heavy streamers. YouGov conducted a similar study in the United States to help marketers engage with an American audience that varies depending on their opinions on advertising.

To keep pace with viewing behaviors, we also analyzed the success of popular shows this year such as Squid Game and Ted Lasso. Squid Game was one of Netflix’s big winners of the year and was watched by 25.9 million US viewers within 14 days of its release, according to YouGov Stream, a fully opt-in data tool that provides SVOD and AVOD audience information on multiple platforms. .

For more information on YouGov Stream, check out our Ted Lasso Audience and Performance Information

And in a brand new report, we’ve measured the potential reach of streaming platforms in 2021 with the more important goal of understanding how consumers perceive product placement.

YouGov’s 2021 Product Placement White Paper examines how popular product placement is with the public in the United States and Great Britain. It examines consumer awareness and consideration for this type of advertising among people who use streaming services such as Netflix, Hulu, Amazon Prime Video, and Disney +.

For the full consumer journey to product placement, get the report here

Which brands won 2021?

Each year, YouGov measures the best performing brands around the world in our Best Brand Rankings 2021.

From brands people relied on for communication and entertainment, to those that have improved the health and lives of people at home, this year’s top-ranked brands have all enriched people’s lives in some way. another and helped them adjust to the pandemic.

Here are the highlights of our analysis of the top brands this year:

On-demand webinar: Hear M&S, Whirlpool and Octopus Energy explain how they became the UK’s top brands in 2021

Download the full report of the ranking of the best brands of YouGov 2021

Imminent changes in data privacy

However, consumers have become increasingly concerned about who controls their personal data in recent years, and laws have been passed around the world requiring websites and businesses to be transparent about how they collect and use personal data.

The impending elimination of third-party cookies will have a major impact on the digital advertising landscape, forcing businesses to move away from third-party data and, in turn, assess other sources to identify potential customers and inform their advertising strategy.

To help brands prepare for rapid changes in data collection and the privacy climate, YouGov examined how loyalty programs can help provide insight into consumer attitudes and engagement, while also creating interactions. meaningful with consumers as part of an exchange of value. Here are some key points of the analysis:

  • Consumers say it’s fair to share personal data if they get something valuable in return (88%).

  • People love it when brands offer personalized discounts and benefits based on their purchase history (68%).

  • A separate study also looked at a real-life example of McDonald’s customers, what that audience thinks about loyalty programs, and why the launch of the McDonald’s Rewards program couldn’t have been more timely for the brand. Read the full article on the McDonald’s Loyalty Program here.

And when it comes to data privacy, one of the most visible impacts of data privacy regulation is the disclosure of context cookies.

YouGov asked consumers in 17 markets what they do when they see the cookie disclosures. Our analysis found that consumers covered by the General Data Protection Regulation (GDPR) in countries like Poland, Spain, the United Kingdom and Sweden are more likely to agree that they “accept all of them. »Cookies after requesting their consent.

Explore all of YouGov’s media and content reports and stories here.

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