2021
9
US COVID-19 Impact on Leisure: One Year Later Market Report 2021
2021-06-26T04:25:42+01:00
OX1044823
3695
139778
[{"name":"Leisure Time","url":"https:\/\/store.mintel.com\/industries\/leisure-time"}]
Report
en_GB
“The circumstances of the pandemic afforded many people an increase in leisure time, but COVID-19 risks prevented most from enjoying their leisure time away from home. As a result, consumers…

US COVID-19 Impact on Leisure: One Year Later Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the US Impact on Leisure market, including the behaviors, preferences and habits of the consumer.

The two segments of the leisure and entertainment market followed very different pandemic trajectories. Stay-at-home guidelines and venue closures brought out-of-home entertainment spending to a halt, while in-home entertainment options and analog in-home activities such as board games and crafting experienced a boost in sales.

The lockdowns from the COVID-19 pandemic has seen a 32% plunge in consumer spending within in the out-of-home segment, with value dropping by 19% from 2019. While 48% of adults report planning to go to the movies once the pandemic is over, only 13% of adults had been to a movie theatre since the pandemic started.

As the US emerges from the pandemic and COVID-19 becomes less of a threat due to widespread vaccinations, consumers are eager to return to their pre-pandemic leisure habits. Yet the introduction of large streaming platforms (eg HBO Max, Paramount+) may forever change the entertainment landscape.

Read on to discover more details or take a look at all of our US Leisure Time market research.

Quickly understand

  • The majority of parents aged 18-54 plan to spend most of their free time away from home when COVID-19 is no longer a risk – more than their peers without kids at home.
  • A rapid recovery scenario will help boost the market as vaccinated consumers return to their favorite out-of-home leisure activities.
  • Potential threats to recovery in this category include vaccine hesitancy, resistant COVID-19 strains or another lockdown that could force out-of-home options to close again.
  • The dynamics of in-home and out-of-home entertainment options will shift as the number of streaming services expand and viewers are able to access new releases from home.

Covered in this report

Brands: Nintendo, Amazon, YouTube, Disney, NBA, MLB, Netflix, Decurion.

Expert analysis from a specialist in the field

Written by Kristen Boesel, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The circumstances of the pandemic afforded many people an increase in leisure time, but COVID-19 risks prevented most from enjoying their leisure time away from home. As a result, consumers filled their hours with paid television and streaming content, culinary adventures and game playing. As summer arrives, rising vaccination rates, falling infection rates and pent-up demand hint that many people are ready to resume their pre-pandemic leisure routines. A large-scale return to out-of-home leisure activities could restore the total value of the leisure and entertainment market by 2022.
Kristen Boesel
Senior Technology and Consumer Electronics Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Market definitions
          • Consumer research definitions
            • Market context
              • Economic and other assumptions
                • COVID-19: US context
                • Executive Summary

                    • Top takeaways
                      • Market overview
                        • Impact of COVID-19 on leisure and entertainment
                          • Figure 1: Short-, medium- and long-term impact of COVID-19 on leisure and entertainment, June 2021
                        • Opportunities and challenges
                          • Challenge: putting consumers at ease in public places
                            • Figure 2: Out-of-home leisure activities done since the pandemic started and expectation to continue when COVID-19 is no longer a threat, April 2021
                          • Opportunity: continue mask policies to help customers feel comfortable
                            • Figure 3: TURF Analysis – desired precautions for indoor performances, April 2021
                          • Challenge: sustaining newfound interest in in-home leisure activities
                            • Figure 4: Analog activities done since the pandemic started and expectation to continue when COVID-19 is no longer a threat, April 2021
                          • Opportunity: emphasize cost-effectiveness of analog pastimes
                            • Figure 5: Financial health, by household income, April 29-May 13, 2021
                          • Challenge: competing with the convenience of streaming services
                            • Figure 6: TV/video streaming behaviors, April 2021
                          • Opportunity: enhance and emphasize the movie-going experience
                            • Figure 7: Percentage who are willing to pay higher ticket prices for lower capacity movie theaters, by age and gender, April 2021
                        • The Market – Key Takeaways

                          • The COVID-19 pandemic has been devastating
                            • Most out-of-home entertainment options struggled
                              • Americans are optimistic
                                • The leisure and entertainment market will rebound this year
                                • COVID-19 Pandemic Overview

                                    • Figure 8: Daily Trends in Number of COVID-19 Cases in the United States Reported to CDC, Jan. 22, 2020- May 19, 2021
                                  • January-March 2020: Discovery and first wave
                                    • Figure 9: Number of COVID-19 Cases in the United States Reported to CDC, by region, Jan 22, 2020- May 19, 2021
                                  • April-July 2020: Uneven lockdown and uneven impact as cases climb
                                    • August 2020-January 2021: New leadership, a new variant and first vaccinations
                                        • Figure 10: COVID-19 vaccinations in the United States, Dec 13, 2020-May 20, 2021
                                      • February 2021 onward: Double masking and the road to reopening
                                        • Figure 11: Projected dates for vaccination coverage, as of May 19, 2021
                                    • Impact of COVID-19 on the Economy

                                      • A record drop and bounce back in economic activity
                                          • Figure 12: US GDP percent change from previous period, not seasonally adjusted, 2007-25 (forecast)
                                        • Employment plummets, then recovers to 2016 levels
                                          • Figure 13: Unemployment and underemployment rate, January 2007-April 2021
                                          • Figure 14: Initial jobless claims, Jan 13, 2007-May 15, 2021
                                        • Consumer spending and confidence are catching up
                                          • Figure 15: Real personal consumption expenditures and change in personal consumption expenditures, Q1 2007-Q1 2021
                                          • Figure 16: Personal saving rate, monthly, January 2007-March 2021
                                          • Figure 17: Consumer Sentiment Index, January 2007-April 2021
                                        • Federal Reserve promises to keep interest rates “near zero”
                                          • Figure 18: Effective Federal Funds Rate, Jan 1990-April 2021
                                        • Inflation concerns grow as economic growth accelerates
                                          • Figure 19: Consumer Price Index change from previous period, January 2007- April 2021
                                          • Figure 20: US gasoline and diesel retail prices, January 2007- April 2021
                                      • Impact of COVID-19 on Household Finances and Spending Priorities

                                        • Financial wellbeing is improving, despite only half of Americans thinking their financial situations are healthy
                                          • Figure 21: Financial health, by household income, April 29-May 13, 2021
                                        • Stimulus relief has been a lifeline for many
                                          • Figure 22: Financial situation, by household income, April 29-May 13, 2021
                                        • Essential goods remain priorities…
                                          • Figure 23: Coronavirus spending habits, March 31-April 17, 2021
                                        • …but discretionary categories show signs of rebirth
                                          • Figure 24: Coronavirus spending habits – higher priority, April 16-24, 2020 – March 31-April 17, 2021
                                        • Saving remains a focus, but consumers ready to make exceptions
                                          • Figure 25: Spending behaviors – past three months and future plans, May 2021
                                          • Figure 26: Spending behaviors – past three months, May 2020-May 2021
                                      • Current Consumer Mindset

                                        • Fear is subsiding one year after pandemic lockdowns
                                            • Figure 27: Share of adults worried about coronavirus exposure, March 2020 – May 2021
                                          • Lifestyle concerns follow suit
                                              • Figure 28: Share of adults worried about coronavirus impact on lifestyle, March 2020 – May 2021
                                            • The pandemic experience inspired reflection
                                              • Family first
                                                • New view of health and wellness
                                                    • Figure 29: Post COVID-19 priority changes, May 2021
                                                  • Masks still provide a level of comfort despite new guidelines
                                                      • Figure 30: Post COVID-19 priority changes, May 2021
                                                  • Leisure and Entertainment Market Factors

                                                    • Outdoor activities less likely to spread COVID-19
                                                      • Men are less risk averse than women
                                                        • Women bear the brunt of household responsibilities
                                                          • Figure 31: Attitude toward work/life balance, among full-time employees, April 2021
                                                      • Market Size and Forecast

                                                        • Historic and projected sales performance
                                                          • Figure 32: Average household spending on leisure and entertainment, 2015-20
                                                          • Figure 33: Total US sales and fan chart forecast of leisure and entertainment market, at current prices, 2015-25
                                                          • Figure 34: Total US sales and forecast of market, at current prices, 2015-25
                                                      • Segment Performance

                                                        • A tale of two segments
                                                          • Figure 35: US consumer spending on leisure and entertainment, by segment, at current prices, 2015-25
                                                        • The best of times for in-home leisure
                                                          • Figure 36: Total US sales and fan chart forecast of in-home leisure market, at current prices, 2015-25
                                                        • The worst of times for out-of-home leisure
                                                          • Figure 37: Total US sales and fan chart forecast of out-of-home leisure market, at current prices, 2015-25
                                                      • COVID-19 Scenario Performance

                                                        • Mintel’s approach to predicting the impact of COVID-19
                                                          • Fundamental differences in how COVID-19 is affecting consumer markets
                                                            • Extended disruption will continue to hurt out-of-home segment
                                                              • Figure 38: COVID-19 scenario forecasts for the total leisure and entertainment market, 2015-2025
                                                            • COVID-19 market disruption: risks and outcomes
                                                              • Figure 39: Summary of Mintel scenario expectations and the impact on the leisure and entertainment market, June 2021
                                                          • Category Winners and Losers

                                                            • Winners
                                                              • The great outdoors
                                                                • Home cooking and baking
                                                                  • Losers
                                                                    • Live events
                                                                      • Movie theaters
                                                                      • The Consumer – Key Takeaways

                                                                        • Not all of the pandemic’s effects were negative
                                                                          • More content than ever before
                                                                            • Analog in-home activities enjoyed a brief renaissance
                                                                              • The live events audience is ready to go
                                                                              • How the Pandemic Shaped Leisure Behaviors

                                                                                • Screens and hobbies filled leisure hours
                                                                                  • Figure 40: Activities done since the pandemic started, April 2021
                                                                                • Most full-time employees have a better balance now
                                                                                  • Figure 41: Attitude toward work/life balance, among full-time employees, April 2021
                                                                                • In their own words: lockdown gives women some time for themselves
                                                                                  • More than a third of younger adults explored options for hobbies
                                                                                    • Figure 42: Behavior changes as a result of the pandemic, by age, April 2021
                                                                                  • Some people are more ready for out-of-home activities than others
                                                                                    • Parents are eager to get out of the house
                                                                                      • Figure 43: Percentage who plan to spend most of their free time away from home post-pandemic, by parental status, April 2021
                                                                                    • Younger men are ready for out-of-home experiences
                                                                                      • Figure 44: Behavior changes as a result of the pandemic, by age, April 2021
                                                                                  • Impact of COVID-19 on TV and Video Viewing

                                                                                    • Many consumers sought comfort on the small screen
                                                                                      • In their own words: viewers turn on TV to escape
                                                                                        • New streaming subscriptions more common than cancellations
                                                                                          • Figure 45: TV/video streaming behaviors, April 2021
                                                                                        • Post-pandemic predictions
                                                                                          • Figure 46: Percentage who expect to spend less time watching TV/video content, April 2021
                                                                                      • Impact of COVID-19 on Gaming

                                                                                        • At least one in five gamers made gaming friends online
                                                                                          • Figure 47: Percentage who made gaming friends due to COVID-19, by gender and age, April 2021
                                                                                        • Post-pandemic predictions
                                                                                          • Engagement will drop as the availability of other leisure options increases
                                                                                            • Figure 48: Gaming behaviors, April 2021
                                                                                          • Yet dedicated gamers will remain devoted
                                                                                            • Figure 49: Percentage who expect to spend less time playing digital/video games, April 2021
                                                                                        • Impact of COVID-19 on Analog In-home Activities

                                                                                          • Arts and crafts
                                                                                            • Projects offered stress relief and an outlet for creativity
                                                                                              • In their own words: remembering the benefits of crafting
                                                                                                • Figure 50: Respondent’s coloring book art, March 2021
                                                                                                • Figure 51: Respondent’s needlework projects, March 2021
                                                                                              • Women without kids drove arts and crafts market
                                                                                                • Figure 52: Engagement with arts and crafts, by age and parental status, April 2021
                                                                                              • In their own words: most hobbyists are optimistic about continuing
                                                                                                • Traditional toys and games
                                                                                                  • Parents feel good about analog activities
                                                                                                    • Figure 53: Attitude toward traditional activities, by parental status, April 2021
                                                                                                  • Board games hold enduring appeal
                                                                                                    • Figure 54: Engagement with board games, by age and parental status, April 2021
                                                                                                  • Home cooking
                                                                                                    • In their own words: time spent in the kitchen
                                                                                                      • Parents are especially tired of cooking
                                                                                                        • Figure 55: Percentage who are sick of cooking for themselves/household, by parental status, April 2021
                                                                                                      • Post-pandemic predictions
                                                                                                        • Interest in analog pastimes will dwindle as out-of-home leisure options reopen
                                                                                                          • Figure 56: Analog activities done since the pandemic started and expectation to continue when COVID-19 is no longer a threat, April 2021
                                                                                                      • Impact of COVID-19 on Outdoor Activities

                                                                                                        • One in three adults increased the time they spent outdoors
                                                                                                          • Figure 57: Behavior changes as a result of the pandemic, by age, April 2021
                                                                                                        • In their own words: a new appreciation for the outdoors
                                                                                                          • Post-pandemic prediction
                                                                                                            • Few younger men plan on an outdoorsy future
                                                                                                              • Figure 58: Percentage who will be less interested in spending time outdoors when indoor options are open and safe, by age and gender, April 2021
                                                                                                          • Impact of COVID-19 on Live Events

                                                                                                            • Livestreamed events approximated the real thing in 2020
                                                                                                              • Figure 59: Engagement with live performances, by gender and age, April 2021
                                                                                                            • Consumers want face masks for in-person events
                                                                                                              • Figure 60: TURF Analysis – desired precautions for indoor performances, April 2021
                                                                                                            • Post-pandemic predictions
                                                                                                              • Consumers will return to live performances once they feel safe
                                                                                                                • Modest interest in streamed performances will wane post-pandemic
                                                                                                                  • Figure 61: Live performance-related activities done since the pandemic started and expectation to continue when COVID-19 is no longer a threat, April 2021
                                                                                                              • Impact of COVID-19 on Movie Theaters

                                                                                                                • About half of movie fans look forward to seeing movies in person again
                                                                                                                  • Figure 62: Percentage who have seen a movie in a theater since March 2020 and who plan to do so after COVID-19 is no longer a risk, by age and gender, April 2021
                                                                                                                • Post-pandemic predictions
                                                                                                                  • For many consumers, this summer may be too soon to return to the movies
                                                                                                                    • Figure 63: Percentage who would rather rent a new release than see it in a theater this summer, by age and gender, April 2021
                                                                                                                  • Theaters can target super fans with a more premium cinema experience
                                                                                                                    • Figure 64: Percentage who are willing to pay higher ticket prices for lower capacity movie theaters, by age and gender, April 2021
                                                                                                                • Appendix – Data Sources and Abbreviations

                                                                                                                  • Data sources
                                                                                                                    • Sales data
                                                                                                                      • Forecast
                                                                                                                        • Consumer survey data
                                                                                                                          • Consumer qualitative research
                                                                                                                            • Abbreviations
                                                                                                                              • Terms and definitions
                                                                                                                                • Market definitions
                                                                                                                                  • Consumer category definitions
                                                                                                                                  • Appendix – Pandemic Overview

                                                                                                                                      • Figure 65: COVID-19 Cases in the United States Reported to CDC, by age group, Jan 22, 2020- May 19, 2021
                                                                                                                                      • Figure 66: COVID-19 deaths in the United States Reported to CDC, by age group, Jan 22, 2020- May 19, 2021
                                                                                                                                      • Figure 67: COVID-19 Cases in the United States Reported to CDC, by race/ethnicity, Jan 22, 2020- May 19, 2021
                                                                                                                                      • Figure 68: COVID-19 deaths in the United States Reported to CDC, by race/ethnicity, Jan 22, 2020- May 19, 2021
                                                                                                                                      • Figure 69: COVID-19 cumulative case rate per 100,000 population in United States, by percentage of ounty population in poverty, January 23, 2021-May 18, 2021
                                                                                                                                      • Figure 70: COVID-19 cumulative death rate per 100,000 population in United States, by percentage of county population in poverty, January 23, 2021-May 18, 2021
                                                                                                                                  • Appendix – The Market

                                                                                                                                    • Total market
                                                                                                                                      • Figure 71: US consumer spending on leisure and entertainment, by segment, at current prices, 2015-25
                                                                                                                                      • Figure 72: US consumer spending on leisure and entertainment, at Inflation-adjusted prices, 2015-25
                                                                                                                                      • Figure 73: Total US sales and fan chart forecast of leisure and entertainment market, at current prices, 2015-25
                                                                                                                                    • In-home leisure and entertainment
                                                                                                                                      • Figure 74: Total US sales and fan chart forecast of in-home leisure market, at current prices, 2015-25
                                                                                                                                      • Figure 75: Total US retail sales and forecast of in-home leisure, at inflation-adjusted prices, 2015-20
                                                                                                                                    • Out-of-home leisure and entertainment
                                                                                                                                      • Figure 76: Total US sales and fan chart forecast of out-of-home leisure market, at current prices, 2015-25
                                                                                                                                      • Figure 77: Total US retail sales and forecast of out-of-home leisure, at inflation-adjusted prices, 2015-25
                                                                                                                                  • Appendix – COVID-19 Scenario Performance Methodology and Assumptions

                                                                                                                                    • Scenario performance
                                                                                                                                      • Figure 78: Chart – COVID-19 scenario forecasts total leisure and entertainment market, 2015-25
                                                                                                                                      • Figure 79: Table – COVID-19 scenario forecasts for the total leisure and entertainment market, 2015-25
                                                                                                                                      • Figure 80: Chart – COVID-19 scenario forecasts for in-home leisure and entertainment market, 2015-25
                                                                                                                                      • Figure 81: Table – COVID-19 scenario forecasts for in-home leisure and entertainment market, 2015-25
                                                                                                                                      • Figure 82: Chart – COVID-19 scenario forecasts for out-of-home leisure and entertainment market, 2015-25
                                                                                                                                      • Figure 83: COVID-19 scenario forecasts for out-of-home leisure and entertainment market, 2015-25
                                                                                                                                    • Rapid COVID-19 recovery, central and extended COVID-19 disruption scenarios outline
                                                                                                                                      • Scenario methodology

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