WEEK TWO #CONSUMPTION
Reading: CHRIS LEDERER AND MEGAN BROWNLOW – A World of Differences
http://www.pwc.com/gx/en/global-entertainment-media-outlook/assets/2016/a-world-of-differences.pdf
E&M, otherwise known as entertainment and media is the central focus of this weeks reading. In an insightful report by Brownlow and Lederer, I took away some key ideas surrounding “consumption”.
According to this reading the youth of today are consuming more media than older people and are more open to digital spending. This makes sense considering products like iPhones, Netflix and so forth have a youthful, and very modern approach to all their advertising. This was mentioned in the reading where it stated advertisers are moving away from “the big idea” and towards Facebook and Google where their main differentiator is their algorithm. This is a beneficial method of advertising for companies so that they can see just who is clicking what and personalise that experience for each individual. An example of this would be looking at ASOS online at “blue handbags” and afterwards, all your ads on Facebook are for other websites with “blue handbags”. It is mutually beneficial. Another aspect of consumption is the type of program or product being purchased, viewed or listened to by both the young and old. According to the reading, Netflix has stated that “locally produced content is its future” meaning that they are aiming to promote Netflix original content such as the new series “Stranger Things” aimed at teenagers and young adults. The preference for local and original content is also evident in the older generation. The idea of localisation and generating “home grown” content is of particular importance to a mature, English speaking country such as Australia. Locally produced shows such as “Neighbours” and “Home & Away” has for so long taken preference in homes all around Australia.
This is one of the families from the TV show Gogglebox Australia. As an avid watcher of the show i’ve always noticed the divide in interests between the daughters (left) and the parents (right). Most would say it’s a pretty pointless show but I believe it’s an interesting social experiment in regards to who is interested in what.