Selfie-mania has taken center stage at the Oscars, the Oval Office and, of course, most of our Facebook feeds. Perhaps, then, it is little wonder the once innocent form of self-expression is now transforming how we enjoy entertainment.
In our eighth annual study on how and why people consume and share entertainment, we found consumers in the U.S., UK and China want their entertainment “selfie-style” – centered on the individual, immediately gratifying, engaging and shareable across social networks.
We believe our selfie-obsessed world is indicative of consumers’ desire to be active participants in their entertainment, which can translate into big opportunities for brands who can help empower that engagement. Brands that can successfully deliver or enhance compelling entertainment stand to gain and grow.
The study’s findings show that with skyrocketing access to online and on-demand content, binge-watching TV shows is pervasive across all markets (U.S. – 94 percent; UK – 89 percent; China – 99 percent).
The phenomenon is fueled by the availability of high-quality, engaging entertainment. Contrary to speculation that increased binge-watching is driven largely by the social currency associated with being up to date, our findings indicate that the primary drivers are actually internal factors.