As the pandemic continues to unfold and audiences’ needs change, there are three key thoughts for media brands:
1) Reassess your audience assumptions – while the COVID-19 pandemic has merely accelerated a trend towards streaming services, the increased numbers who have now trialled them may be more open-minded to other services, media and tech, creating new opportunities for brands to engage. The onus will be on brands and broadcasters alike to show their value in order to be chosen in the moments that matter.
2) Dial up shared experiences – whether it’s enjoying new content together or introducing a loved one to an old favourite, audiences will continue to look for shared TV experiences. Disney’s recent launch of their GroupWatch functionality (allowing subscribers to sync content for different households to watch simultaneously) taps into this, and we’re likely to see more examples from brands in the near future. Media providers should be focussing their TV content on big TV moments people can share together and experience in new ways, such as the next Olympics and Euro 2021.
3) Be adaptable and responsive – now more than ever the mood of the nation will ebb and flow – and it will offer sink-or-swim moments for brands. Really understanding the ‘moment’ will offer big opportunities for brands that get it right.