Entertainment: a vital role for consumers

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Entertainment: a vital role for consumers

The latest Prosumer Report, a global study led by Havas, BETC and Vivendi in cooperation with Cannes Lions, explored the fundamental shifts that are transforming how people think about and experience entertainment.

The study draws on the attitudes and behaviors of 17,411 people aged 13+ in 37 countries, with a focus on Prosumers, the leading-edge influencers and market drivers whom Havas has been tracking for more than 15 years.

The report reveals that 83% of people surveyed now consider entertainment as having a vital role in their lives.

Among the insights revealed by the global study:

  • Entertainment is now as critical as health. Entertainment is a “vital need” for 83% of people – a percentage that compares with 54% who claimed to a pay a lot of attention to health issues in an earlier study. The figure even increases to 92% when only asking Prosumers.
  • Entertainment should be part of every facet of our lives. Some 6 in 10 Prosumers want their educational systems and workplaces to be made more entertaining, while more than a third say the same about hospital and retirement homes.
  • The real value of entertainment lies in its ability to enrich and transform.93% of Prosumers consider entertainment meaningful when it has a long-lasting impact, whether personal or cultural. Nearly 9 out of 10 Prosumers believe that entertainment needs to empower and educate. Nearly half of Prosumers would be willing to pay more for entertainment that is meaningful in this way.

On June 20, 2019, at the Cannes Lions International Festival of Creativity, acclaimed actor, director, producer, musician, and cultural icon Jeff Goldblum will join Stéphane Xiberras, President and CCO of BETC Paris and Head of the Havas Creative Council, to discuss these emerging trends in entertainment and their implications.

The Prosumer Report « The future of entertainment” is available on https://download.havas.com/prosumer-reports/cannes-2019-the-future-of-entertainment/.