Edelman Study Finds Social Platforms Expand Entertainment on Global Scale
Online entertainment makes people feel more connected
Emerging markets driving adoption of interacting with and sharing entertainment content
Majority of respondents share as much about entertainment through social media channels as they do about their family or friends
May 29, 2013
Nearly two-thirds of respondents in the 2013
Edelman GlobalEntertainment Study
agree that watching and sharing entertainment online has increased their sense of global connection. The findings also highlight behavioral similarities and differencesaround entertainment consumption, social media interactions, overall engagement trends anddistinctions between emerging and developed markets. Now in its seventh year, the study, co-commissioned with Matter, Inc., has expanded beyond the U.S. and U.K. to include Brazil, China,Germany, India, Korea and Turkey.
findings show that the need for shared entertainment experiences is truly global,
said Gail Becker, chair, U.S. Western Region, Canada and Latin America, Edelman.
than ever, entertainment is fuelled by mobile and multiscreen access. This concept of
breaks down barriers, which increases people‟s
desire to share that content andexperience with others
a trend that is particularl
y true in the emerging markets.”
People want an immersive and interactive experience with entertainment
Around the world, people are eager for more ways to interact with their entertainment, with theemerging markets
Brazil, China, India, Turkey and Korea - leading the trend. Overall, seven-in-ten survey respondents (70 percent) enhance their entertainment experience by simultaneouslyusing another device. Moreover, respondents in emerging markets were more inclined to accessadditional content about their entertainment,
such as deleted scenes, actor bios and “making of”
content (76 percent of respondents in emerging markets vs. 59 percent for the U.S., U.K. andGermany) and interact in real-time with what they are watching (75 percent of respondents inemerging markets vs. 47 percent in the U.S., U.K. and Germany).
“More than ever, people are seeking out immersive experiences through entertainment,” said Jon
Hargreaves, managing director, Technology
, Edelman Europe. “Developing countries are leading
the way in creating great content and building the infrastructure to provide people with accessthat allows them to interact whenever and wherever they want.
The popularity of PSY‟s„Gangnam Style‟ is a great example.”
Online entertainment creates a global link
Online videos and social media have helped create a global connection, according to surveyrespondents. When asked if people felt more connected because of the content they have
Formerly referred to as
“Value & Engagement in the Era of Social Entertainment and Second
” survey or the “Trust in Entertainment” survey