2021
9
UK Media Trends – Autumn 2021
2021-10-12T04:05:05+01:00
OX1049481
2195
143414
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Report
en_GB
“The increased popularity of live streaming for a variety of purposes looks set to be one of the media legacies of the pandemic. Many consumers are interested in audio-only live…

£ 2,195 (Excl.Tax)

Report Summary

“The increased popularity of live streaming for a variety of purposes looks set to be one of the media legacies of the pandemic. Many consumers are interested in audio-only live streams and the feature is being incorporated into more social media platforms, creating another fruitful format for creators and brands to explore.”
– Rebecca McGrath, Associate Director for Media

Key issues covered in this report

  • The impact of COVID-19 on media habits.
  • Trends in purchasing of media content.
  • Trends in media activities and use of devices.
  • Interest in live streaming and social media features.
  • Intent to subscribe or unsubscribe from different digital media subscriptions.

Table of Contents

  1. Overview

      • Key issues covered in this report
        • COVID-19: Market context
          • Economic and other assumptions
            • Products covered in this Report
              • Related Reports
              • Executive Summary

                  • The Consumer
                    • Environmental concerns will further drive people away from physical media
                      • Figure 1: Physical media purchases, 2017-21
                    • More media creators will explore the potential of NFTs
                      • Figure 2: Media downloads, 2017-21
                    • Use of video streaming subscriptions continues to edge up
                      • Figure 3: Media subscriptions, 2017-21
                    • Despite increased TV viewing during pandemic, the shift away from Freeview continues
                      • Figure 4: Free media activities, 2017-21
                    • Amazon launches serialised stories to appeal to mobile readers
                      • Figure 5: Devices used for media activities, 2021
                      • Figure 6: Devices used for viewing, 2021
                    • There is limited loyalty to newspaper and magazine subscription services
                      • Figure 7: Paid-for media subscriptions, 2021
                      • Figure 8: Intent to subscribe to subscription services, 2021
                    • Audio-only live streams become feature of social media
                      • Figure 9: Future social media use, 2021
                  • Physical Media

                    • The outlook is positive for print books
                      • Sally Rooney’s success highlights health of books market
                        • Figure 10: Physical media purchases, 2017-21
                      • Environmental concerns will further drive people away from physical media
                        • More musicians likely to forgo CD releases
                          • Figure 11: Repertoire of physical media purchases in the previous three months, 2019 and 2021
                        • Resurgence of vinyl continues
                          • HMV expands high-street presence
                          • Media Downloads

                            • Controversy erupts over digital releases of films as cinemas open
                              • Younger Millennials and parents of young children are more likely to rent films/TV shows
                                • Figure 12: Media downloads, 2017-21
                              • Musicians explore potential of cryptocurrency
                                • Millennials show desire to own digital music
                                • Media Subscriptions

                                  • Use of video streaming subscriptions continues to edge up
                                    • Netflix plans to introduce mobile games
                                      • Figure 13: Media subscriptions, 2017-21
                                    • One in three young men use a video game subscription
                                      • Music subscription services add higher sound quality
                                        • Online creators introduce subscriptions to further capitalise on followings
                                          • Figure 14: Repertoire of media subscriptions use, by generation, 2021
                                      • Media Activities

                                        • Despite increased TV viewing during the pandemic, the shift away from Freeview continues
                                          • Channel 4 is first UK broadcaster to add real-time ad bidding to streaming service
                                            • Figure 15: Free media activities, 2017-21
                                          • Podcast listenership continues to grow but older generations may be less aware of what is available
                                            • Figure 16: Listened to free podcast in previous three months, by generation, 2020 and 2021
                                          • Newspapers should focus on registrations as they look beyond COVID-19 boost
                                            • Free print newspapers take different approaches as more people start commuting again
                                            • Devices used for Media Activities

                                              • Amazon launches serialised stories to appeal to mobile readers
                                                • Amazon should promote unfolding stories to highlight value of the format
                                                  • Figure 17: Devices used for media activities, 2021
                                                  • Figure 18: Devices used for viewing, 2021
                                                • Apple News creates more favourable terms to entice publishers
                                                • Special Focus: Intent to Subscribe to Media Services

                                                  • Limited loyalty to newspaper and magazine subscriptions
                                                    • Targeting subscribers to other titles
                                                      • People’s intent to subscribe to new magazine services shows potential of multi-magazine subscriptions
                                                        • Figure 19: Paid-for media subscription, 2021
                                                        • Figure 20: Intent to subscribe to subscription media services, July 2021
                                                      • Most are not intending to change their streaming video subscriptions
                                                        • Men are more open to changing their video subscriptions
                                                          • Figure 21: Intent with subscription video streaming services, by gender, 2021
                                                      • Special Focus: Future Social Media Use

                                                        • Many expect to have group social calls over the next year
                                                          • Counteracting the fatiguing aspects of video calling
                                                            • Re-marketing the Zoom social
                                                              • Figure 22: Future social media use, 2021
                                                            • Event live streaming to have on-going role alongside in-person events
                                                              • Audio-only live streams become a feature of social media
                                                                • Clubhouse looks to audio quality in face of more competition
                                                                  • Figure 23: Interest in audio-only livestreams in the next 12 months, by age and gender, 2021
                                                                • Live streaming poses new moderation concerns
                                                                  • Many are interested in live streams from brands
                                                                    • Parents of young children particularly intrigued by brands’ live streams
                                                                      • Subscriptions for enhanced features on social media appeals to some but restraint should be shown
                                                                        • Figure 24: Interest in paying to use enhanced features on social media, by generation, 2021
                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                        • Abbreviations
                                                                          • Consumer research methodology

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