The Philippine gambling industry operates within a structured but complex regulatory framework, with multiple entities overseeing different aspects of gaming. While legal, state-regulated gambling platforms thrive, underground gambling networks continue to exist, shaping the broader betting environment. Understanding these structures is essential to navigating the evolving landscape of both traditional and online betting.

PAGCOR Regulates Casinos and Online Betting

The Philippine Amusement and Gaming Corporation (PAGCOR) is the chief regulatory body overseeing casinos, integrated resorts, and online gaming platforms. As a state-run corporation, PAGCOR plays a dual role – it licenses gaming establishments and operates its gaming businesses, contributing a significant portion of revenue to national development projects.

  • PAGCOR is responsible for issuing land-based and online gambling operators’ licenses and enforcing compliance with national gaming laws.
  • The agency has ramped up efforts to crack down on illegal online gambling platforms, which continue to attract unregulated activity.
  • PAGCOR generates revenue for education, healthcare, and infrastructure development, reinforcing its economic importance.

However, while PAGCOR controls regulated online betting platforms, it does not oversee all gambling activities in the Philippines.

PCSO Oversees State-Sanctioned Lotteries and Sweepstakes

Separate from PAGCOR, the Philippine Charity Sweepstakes Office (PCSO) manages lotteries, sweepstakes, and Small Town Lottery (STL) operations. Unlike casinos and online betting, which fall under PAGCOR’s jurisdiction, PCSO exclusively handles lottery-based gambling.

  • PCSO operates Lotto, STL, Keno, and scratch-card games, which are widely played nationwide.
  • Some of PCSO’s revenue funds public health programs, medical assistance, and disaster relief efforts.
  • Many Filipino bettors prefer PCSO-backed games because they are backed by the government, have regulatory oversight, and contribute to social welfare.

PCSO’s focus on lottery and sweepstakes means it does not oversee or profit from the growing digital betting industry, which falls under PAGCOR’s jurisdiction.

Illegal Gambling Remains a Shadow Market

Despite government oversight, unregulated gambling activities remain deeply ingrained in certain regions, particularly in lower-income and rural communities. Underground betting networks, such as Jueteng, Masiao, and Sakla, continue to attract players who prefer informal wagering over state-sanctioned alternatives.

  • Jueteng, an illegal numbers game, is widespread and operates outside government control.
  • Masiao, another underground lottery, thrives in Visayas and Mindanao.
  • Sakla, a card-based gambling game, is frequently played at wakes and community gatherings despite legal restrictions.

These informal games persist due to the following:

  • Accessibility in rural areas where formal gambling establishments are scarce.
  • Perceived fairness due to community-driven prize distribution.
  • A reliance on cash-based transactions, avoiding the digital footprint required by legal betting platforms.

How This Framework Shapes Gambling Preferences

The interplay between regulated gambling, state lotteries, and illegal gaming influences how and where Filipinos place their bets.

  • Traditional gamblers prefer PCSO-regulated games due to their legitimacy and social impact.
  • Skepticism toward online gambling is fueled by concerns over fraud, scams, and lack of oversight.
  • The rise of e-wallets is driving gambling toward cashless transactions, but many lower-income players still rely on informal, cash-based betting.

For brands, gaming operators, and financial service providers, navigating this landscape requires balancing digital innovation with credibility. Establishing transparency, security, and regulatory compliance will be critical in shaping the future of gambling in the Philippines.

A High-Stakes Shift in Filipino Gambling Habits

Gambling in the Philippines has moved beyond casinos and betting halls. Mobile platforms and digital payments have broadened access, attracting a diverse range of players across ages and income levels. Yet, despite the digital surge, traditional gambling remains deeply woven into the routines of Filipino bettors.

Who Are the Players?

Gambling in the Philippines is still largely male-dominated, with nearly two-thirds of bettors being men. Yet, participation cuts across generations – from young adults to seniors – highlighting its dual role as a form of entertainment and a potential financial opportunity.

A striking finding from our study is the high participation of non-earning individuals – homemakers and the unemployed make up 18% of gamblers. For many, gambling isn’t just a pastime; it’s seen as a potential source of income despite the inherent risks.

More than half of Filipino gamblers come from lower-income households, earning between PHP 9,000 and PHP 18,200 a month. This underscores how gambling is often fueled by economic aspirations, with many hoping for a financial windfall.

What Drives Filipinos to Gamble

drivers-of-gambling-in-the-Philippines

The motivations behind gambling in the Philippines extend beyond entertainment. For many players, betting represents a chance to win big, a way to engage socially, or even a financial strategy during economic uncertainty. Understanding these motivations is critical for brands, gaming operators, and financial service providers looking to navigate shifting consumer betting behaviors.

Winning Is the Primary Driver

Across traditional and online gambling, the biggest motivator for Filipino players is the prospect of high rewards. The possibility of achieving financial gain is the primary motivator for gambling, especially among those with lower incomes, for whom a single win could be life-changing. While entertainment is still a factor, it is secondary to the allure of potential wealth.

Dual Players Show a Clear Preference for Online Betting

Among those who engage in both traditional and online gambling, our findings reveal a clear inclination toward digital platforms. 65% of dual players prefer online games over their traditional counterparts. The reasons behind this shift point to the strengths of digital gambling.

Online-betting-stats-in-the-philippines

However, the remaining 35% of dual players still prefer traditional gambling, citing factors such as trust and reliability, competitiveness and cost considerations.

Preference-for-traditional-gambling-stats-in-the-Philippines

The Expanding Digital Divide in Gambling

Despite the surge in digital gambling, a clear divide remains. Younger players and those in Metro Manila are drawn to online betting, while rural and older gamblers stick with traditional formats, reflecting deep-rooted habits and varying levels of digital access.

Trust and accessibility shape where Filipinos place their bets. While online gambling offers convenience, many remain wary of digital platforms due to concerns about transparency and fraud. This skepticism drives players toward government-backed PCSO games, which are seen as more reliable and secure.

What This Means for Brands and the Gambling Industry

Gambling in the Philippines is a blend of tradition and transformation. Digital platforms are on the rise, but they haven’t replaced traditional gambling. Instead, both coexist, appealing to different audiences shaped by factors like access, trust, and personal motivations.

This shift brings both challenges and opportunities for gaming operators and financial service providers. The rise of digital platforms and e-wallets points to a growing cashless gambling economy. Yet traditional gaming’s resilience underscores the need for hybrid strategies that serve both digital-savvy players and those loyal to legacy systems.

Traditional and Online Gambling Compete for Player Loyalty

The Philippine gambling industry is evolving, but the digital shift isn’t absolute. Online betting is gaining ground, yet traditional gambling holds strong, especially among rural and lower-income players. The dynamic market, with both formats thriving on distinct motivations and behaviors.

The Enduring Appeal of Traditional Gambling

Traditional games still dominate among Filipino bettors, with 8 in 10 preferring them over online options. This strong loyalty reflects deep-rooted trust in familiar betting practices. In-person gambling is especially popular among older players, those in rural areas, and individuals at both ends of the income spectrum.

Several factors contribute to this continued reliance on traditional gaming:

  • Trust and Credibility: Many players feel more confident betting through PCSO-regulated games, which they perceive as having higher transparency and legitimacy.
  • Limited Digital Access: Some bettors lack reliable internet connections, making physical betting outlets more accessible.
  • Avoidance of Digital Risks: Concerns about scams and fraudulent online betting platforms keep some players loyal to traditional gambling.

These insights suggest that traditional gaming remains a cornerstone of the gambling industry, not just for legacy players but for those who prioritise trust and accessibility over convenience.

Online Gambling Is Growing, but Old Fears Linger

The growth of online gambling in the Philippines is undeniable, with digital platforms offering ease of access and round-the-clock availability. Our study found that 85% of online gamblers own smartphones, reflecting the strong link between mobile penetration and digital betting.

But despite its rapid growth, online betting hasn’t overtaken traditional formats, largely due to lingering concerns about trust and reliability.

Many traditional bettors remain skeptical, citing:

  • Unregulated platforms with questionable security and fairness.
  • Unreliable internet access that can interrupt gameplay.
  • Lack of personal interaction, a key part of the gambling experience for some.

Still, for younger and Metro Manila-based bettors, the convenience of digital betting outweighs these concerns. The ability to place bets anytime, anywhere, and check results instantly via mobile apps has become a compelling factor in online gambling’s growth.

What This Means for the Industry

The battle between traditional and online gambling is not a case of one format overtaking the other but rather an industry adapting to diverse consumer needs. While online gambling offers accessibility and ease of use, traditional betting maintains a stronghold among players who prioritise trust, regulation, and in-person transactions.

This means balancing innovation with credibility for brands, gaming platforms, and financial service providers. The path forward involves:

  • Strengthening consumer trust in digital betting platforms through transparency, regulation, and fraud prevention measures.
  • Enhancing accessibility for rural players by integrating hybrid betting solutions that combine digital convenience with physical cash-in points.
  • Leveraging mobile technology to attract younger bettors while ensuring safe, fair, and responsible gambling practices.

Understanding player motivations and addressing concerns will determine the trajectory of gambling in the Philippines.

The Role of Financial Constraints and Perceived Value

Interestingly, financial constraints play a different role depending on the format. While some gamblers are drawn to online betting for its lower-cost entry points and flexible wagering, others see traditional gambling as a more secure and controlled way to bet.

  • Online bettors appreciate the ability to wager small amounts frequently.
  • Traditional gamblers, particularly those in lower-income brackets, may view larger, less frequent bets as a more strategic approach.

This distinction reinforces the idea that the gambling industry in the Philippines is not a one-size-fits-all market. Instead, players’ financial situations, risk tolerance, and perceptions of fairness all shape how and where they choose to gamble.

What This Means for Brands and Operators

For gaming companies, fintech firms, and policymakers, understanding what drives gamblers is key to creating responsible, engaging experiences. Our data points to clear opportunities:

  • Boost engagement by highlighting jackpot prizes and adding gamification features to online platforms.
  • Build trust through stronger transparency, security measures, and regulatory oversight to ease skepticism among traditional bettors.
  • Promote responsible gaming with solutions that reflect players’ financial realities, ensuring gambling stays entertainment – not a financial risk.

While the Philippine gambling market evolves, player motivations remain constant: the pursuit of rewards, the need for trust, and easy access. The brands that balance these factors will shape the industry’s future.

Why Online Gambling’s Boom Faces a Trust Hurdle

Online gambling is booming in the Philippines, but trust remains a major roadblock. Mobile-first platforms, e-wallets, and instant access have fueled its growth, yet concerns about fraud, transparency, and weak regulation continue to shape player behavior. For many, loyalty depends not just on convenience but on feeling secure.

From Occasional to Everyday

Online gambling has shifted from a casual pastime to a daily habit for many Filipinos:

  • In 2022, 29% of players gambled online daily, averaging three sessions per week.
  • By 2023, that number jumped to 39%, with players betting four times a week on average.

This surge reflects the ease of mobile betting and the appeal of quick, cashless transactions. The ability to place bets anytime, anywhere has made online gambling the go-to choice for a growing audience.

Top Online Games and Betting Platforms Are Gaining Traction

As online gambling gains momentum, specific games and platforms have emerged as clear favorites.

Top-online-games-and-betting-platforms-in-The-Philippines

The dominance of e-wallet-powered platforms highlights a critical industry trend: cashless gambling is becoming the norm. With e-wallets enabling seamless deposits and withdrawals, players are gravitating toward platforms that offer frictionless transactions.

Trust Issues Are Slowing Online Adoption

Despite the convenience of online betting, skepticism remains a major hurdle. Our study found that:

  • 27% of traditional gamblers choose to avoid online betting because they do not trust digital platforms.
  • Concerns about scams, unreliable payouts, and unregulated operators are common deterrents.
  • Lack of internet access remains a barrier for 14% of players, preventing them from fully transitioning to digital platforms.

For many, the reliability of PCSO-backed traditional games outweighs the accessibility of online gambling. This signals a need for stronger industry regulation, clearer consumer protections, and better fraud prevention measures to build confidence in digital betting platforms.

What This Means for the Industry

The expansion of online gambling in the Philippines hinges on trust, security, and seamless user experience. While mobile-first gaming is gaining popularity, its long-term success will depend on how well operators address consumer concerns.

To sustain growth, industry players must:

  • Strengthen regulatory frameworks to increase transparency and consumer confidence.
  • Implement advanced fraud detection and security measures to protect players from scams.
  • Leverage fintech partnerships to enhance the credibility of digital betting transactions.
  • Improve digital accessibility to ensure all players, regardless of location or financial status, can participate safely.

The future of online gambling in the Philippines will not be determined solely by convenience. Building player trust will be the defining factor in whether digital betting platforms can truly dominate the market.

types-of-financial-services-buyers

E-Wallets Are Powering the Future of Gambling in the Philippines

The rise of online gambling in the Philippines is closely tied to the rapid adoption of e-wallets, which have become the dominant payment method for digital betting. With seamless deposits, withdrawals, and integration into popular gaming platforms, e-wallets are not just facilitating transactions—they are reshaping how players engage with gambling.

E-Wallets Dominate Online Gambling Transactions

Our study reveals e-wallets have emerged as the preferred payment method for online bettors in the Philippines. Among the most widely used digital wallets in gambling transactions are:

  • GCash (GLife, GGames)
  • Maya
  • Shopee Pay

These platforms have transformed how players fund their accounts, eliminating the need for physical cash transactions and providing faster, more secure payment options.

How Players Fund Their Gambling Accounts

Despite the shift to digital transactions, cash remains a key entry point into the online gambling ecosystem. Players frequently cash in their e-wallets through physical retail locations, including:

  • Sari-sari stores that act as informal cash-in hubs.
  • Convenience stores where players load funds onto their digital wallets.
  • Cash-in machines that allow seamless top-ups.
  • Bank transfers for those with formal banking access.

This highlights an important industry dynamic – while gambling is moving online, cash remains an essential part of the ecosystem, particularly in rural areas.

The Link Between Financial Inclusion and Gambling Growth

The success of e-wallets in the gambling industry reflects a broader trend: the growing reliance on fintech solutions among Filipinos. As cashless payments gain traction across retail, transport, and remittances, digital betting platforms benefit from increased trust in mobile transactions.

However, financial inclusion gaps remain a challenge. While many players can access e-wallets, not all can link them to traditional banking services. This explains why alternative cash-in methods like sari-sari stores thrive alongside digital payment solutions.

What This Means for the Industry

The widespread adoption of e-wallets in online gambling presents both opportunities and challenges for industry players:

  • For gaming platforms: Streamlining e-wallet integration will be critical in capturing the growing digital-first gambling market.
  • For fintech companies: The demand for secure, seamless gambling transactions presents an opportunity for product expansion.
  • For policymakers: Striking a balance between financial inclusion and responsible gambling will be key in shaping regulatory frameworks.

The Philippine gambling industry is not just moving online- it is going cashless. As e-wallets become the backbone of digital betting, the ability to build trust, ensure security, and provide seamless user experiences will define the next phase of industry growth.

The Future of Gambling in the Philippines Will Be Shaped by Trust and Innovation

The Philippine gambling industry is driven by digital transformation, shifting player behaviors, and the rise of cashless transactions. While online gambling is expanding, traditional formats remain deeply embedded, particularly among players who prioritise trust and regulatory oversight. The industry’s challenge is not just to grow digital adoption but also to address the concerns of players who remain hesitant about fully transitioning to online platforms.

Key Trends That Will Define the Industry’s Next Phase

Several key trends will shape the future of gambling in the Philippines:

  • Hybrid Gambling Models Will Gain Traction
    • While online betting is growing, traditional gambling remains resilient. Future growth will likely blend both formats, offering digital solutions that integrate with physical betting locations.
    • E-wallet cash-ins through sari-sari stores and convenience shops illustrate how offline and online gambling ecosystems are merging.
  • Regulation Will Become a Decisive Factor in Online Gambling’s Growth
    • Trust remains a significant barrier for players hesitant to gamble online. Concerns over fraud, unreliable payouts, and scams continue to slow full digital adoption.
    • Stronger government oversight and regulation will be necessary to ensure a fair, secure, and transparent betting environment.
  • E-Wallets Will Dominate, but Cash Remains Relevant
    • The widespread adoption of GCash, Maya, and Shopee Pay in online gambling suggests that cashless transactions will define the industry’s future.
    • However, for many lower-income and rural players, cash remains a critical entry point, reinforcing the need for financial inclusion in digital gambling.
  • Younger and Urban Gamblers Will Continue to Drive Online Betting
    • Metro Manila and younger players are the primary adopters of online gambling, while rural and older bettors still favor traditional formats.
    • The industry’s ability to bridge this gap will determine the speed at which digital gambling replaces—or coexists with—traditional betting.

Balancing Growth With Consumer Protection

Gambling in the Philippines will not be defined solely by technological advancements but by how well the industry builds player trust. While fintech innovations and mobile accessibility drive adoption, addressing concerns around fair play, fraud prevention, and responsible gambling will be critical to long-term success.

For gaming operators, financial service providers, and regulators, the focus must be on:

  • Ensuring transparency and security in digital betting platforms.
  • Creating a seamless bridge between traditional and online gambling.
  • Developing consumer protection policies that balance growth with responsible gaming.

Today’s decisions will shape whether digital betting truly takes over or remains a complement to legacy formats. The key to success will lie in offering players a seamless, secure, and rewarding experience wherever and however they choose to place their bets.

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It started, as most viral purchases do, with a swipe. A TikTok creator with flawless skin and fluorescent lighting demonstrated a compact beauty gadget that promises salon-grade results at home. The video was less than a minute long, filled with upbeat music, quick cuts, and glowing testimonials in comments. Within minutes, a viewer – perhaps a student in Manila, a young professional in Manchester, or a stay-at-home parent in Chicago – clicked through the in-app link and completed the purchase.

By the time the package arrived a few days later, the product had already lost its mystique. A single-use, maybe two, followed by quiet abandonment. The device now sits in a drawer, a fleeting artefact of a momentary high. It’s a pattern playing out on repeat across millions of screens and households.

Welcome to the world of #TikTokMadeMeBuyIt, a phenomenon that has exploded to over 80 billion views and counting. Entire product categories – skincare tools, cleaning gadgets, oddly shaped kitchenware – are being built and sold off the back of short-form content engineered to trigger impulse buys. For brands, the promise is irresistible: high engagement, lightning-fast conversions, and instant exposure to global audiences.

But with that promise comes a growing problem. Post-purchase regret is creeping in, and repeat purchase rates remain elusive. Products go viral, but not necessarily for the right reasons – or to the right audiences. Shoppers buy on a dopamine rush, not because of need or brand loyalty. When the dust settles, many never buy again.

This is the paradox of TikTok commerce: it’s brilliant at driving desire but shaky at sustaining satisfaction. As marketers lean into creator campaigns and trending formats, a harder question emerges: What happens after the impulse fades? How can brands transform a fleeting moment of virality into lasting consumer value?

The answer requires looking past the algorithm – and into the mindset of the modern, post-swipe shopper.

The Rise of Social-First Shopping

The act of shopping has always been tethered to some form of discovery – what’s new, what’s desirable, what solves a problem. Traditionally, that discovery began with intent. Consumers searched for what they needed – on Google, Amazon, or a brand’s own website – then navigated through specs, reviews, and comparisons to make a decision.

But today, especially among younger demographics, the discovery process is being rewritten – and TikTok is the new front door.

According to a 2023 survey by Adobe, over 40% of Gen Z users in the U.S. now use TikTok as a search engine, turning to short videos for everything from product reviews and tutorials to restaurant recommendations and tech hacks. A Google executive famously acknowledged that nearly half of Gen Z prefers TikTok or Instagram over Google for local search and ideas. And it’s not limited to the West – DataReportal’s 2024 global digital trends report shows similar patterns in Southeast Asia, where TikTok is already a leading platform for beauty and lifestyle discovery in markets like Indonesia, the Philippines, and Thailand.

This shift from intent-based to content-led shopping represents more than a change in channel. It marks a transformation in the psychology of the buyer journey. Consumers aren’t searching because they know what they want. They’re swiping through content, waiting to feel something. The algorithm does the rest – serving a stream of product demos, creator endorsements, and “must-have” items that feel personal, unscripted, and trustworthy.

The mechanism driving this new model is emotional storytelling – often through creators who speak directly to their audience as peers, not salespeople. There’s no hard pitch. Instead, there’s relatability, humour, and vulnerability. A creator casually shares how a sleep spray changed their nighttime routine, or how a multi-use blender made morning smoothies easier. The product isn’t the focus – it’s part of a lifestyle narrative. And because the platform is optimised for short-form engagement and rapid feedback, the reward loop is instantaneous. Users like, share, comment, click – and often buy – without leaving the app.

This is particularly powerful in categories that lean into aesthetics, performance, or transformation. Beauty, fashion, wellness, gadgets, and kitchenware dominate the #TikTokMadeMeBuyIt trend because they demonstrate well on video and promise immediate change or convenience. A pore vacuum that clears blackheads in seconds. A wearable fan for summer commutes. A viral foundation that “melts” into your skin. These products are engineered for visual impact – and often experience a sales spike within hours of trending.

Brands are scrambling to meet this shift. In the U.S., retailers like e.l.f. Beauty and Glow Recipe have embraced TikTok not just as an advertising platform, but as a product incubator. Viral feedback is used to iterate faster, launch new SKUs, or create limited drops tailored to what’s trending. In the UK, Boots and ASOS have established creator partnerships and in-app shopping hubs designed specifically for TikTok users. Meanwhile, in Southeast Asia, TikTok Shop has integrated payment and delivery into the app itself, offering a seamless purchase experience – and challenging traditional ecommerce giants in the region like Shopee and Lazada.

Yet this rise of social-first shopping is not without friction. What works in a 60-second video doesn’t always translate to long-term product satisfaction. And while the buying journey may begin in a feed, it doesn’t always end in a positive review – or a second purchase. The next challenge for brands is not just to capture attention in the scroll, but to justify the decision after the impulse fades.

The dopamine of discovery is real. But for brands, it’s what happens next that determines whether a TikTok sale becomes a customer – or just a view that briefly converted.

TikTok-Made-Me-Buy-It

The Retention Cliff: From Click to Regret

For brands riding the wave of TikTok virality, the first 24 hours can feel like a triumph. Products sell out, follower counts spike, and warehouses scramble to restock. But beyond the euphoria of the initial surge lies a less glamorous truth: a vast number of these purchases don’t lead to loyalty. Many don’t even lead to usage.

Return rates for impulse-driven social commerce are difficult to pin down, but anecdotal reports from retailers and logistics firms suggest a growing pattern of disappointment, disuse, or buyer’s remorse. A 2023 survey by Coresight Research found that 35% of Gen Z consumers regretted at least one purchase they made via TikTok or Instagram – not because of price, but because the product didn’t live up to the hype, was rarely used, or was simply forgotten.

The psychology behind this regret is well-documented. Neurologically, impulse buying activates the brain’s reward system, delivering a short-lived hit of dopamine. The problem is that platforms like TikTok are engineered to optimise this very sensation – quick visuals, emotional narratives, and social proof in the form of comments and likes. Consumers experience the thrill of discovery and the convenience of one-click purchasing simultaneously. But once the package arrives, the context disappears. The content that made the item feel urgent is gone, and the user is left with a product that may not fit their life – or their expectations.

This dissonance is particularly acute in categories like beauty and wellness, where perceived effectiveness can vary dramatically by individual. A trending skincare serum might go viral for its packaging or influencer endorsements, but fail to deliver visible results. A portable blender could be lauded for design, but prove impractical in daily use. These mismatches feed into a broader trend of one-time TikTok purchases that rarely lead to second sales.

For businesses, this is more than a retention problem – it’s a strategic misalignment. The traditional ecommerce funnel assumes that satisfaction leads to loyalty. But in the TikTok ecosystem, the funnel is often truncated. Discovery and conversion happen in seconds, often without critical evaluation or consideration of product fit. Post-purchase, there’s often no follow-up, no onboarding, and no effort to transition the buyer from intrigued to invested.

Consider the case of “miracle” gadgets – a segment that consistently trends on TikTok. From LED face masks to handheld fabric shavers, these products generate excitement because they solve specific problems quickly, and they look satisfying on camera. But many of them fall into what analysts call “low utility, high novelty” territory. They may work, but they rarely become essential. Without repeat use, there’s no brand affinity. Without brand affinity, there’s no return visit.

Even the most experienced marketers are struggling with how to measure value in this environment. A viral video might generate millions in sales, but if the average customer doesn’t return, the cost of acquisition outweighs long-term gain. This is particularly risky for startups that build their entire go-to-market strategy around influencer momentum. When the virality fades, so does the revenue.

To navigate this cliff, brands must expand their thinking. The point of conversion is no longer the endpoint – it’s the beginning of a new challenge: how to turn a moment of entertainment into a meaningful, lasting consumer relationship. This requires more than a clever TikTok strategy. It requires rethinking product positioning, support systems, and post-purchase engagement.

Because if the first purchase ends in disappointment, it won’t just be the product that gets left in the drawer – it’ll be the brand.

What TikTok Teaches (and Misleads) About Product-Market Fit

In the traditional product development model, product-market fit is discovered through cycles of research, iteration, and real-world validation. Success is measured by sustained demand, positive feedback, and repeat purchases. But TikTok has disrupted that rhythm – catapulting products to viral fame before they’ve had a chance to prove long-term relevance.

TikTok doesn’t reward utility or staying power. It rewards novelty, visual appeal, and story potential. Products that go viral tend to be those that photograph well, demonstrate instantly, or slot neatly into an aesthetic. That doesn’t necessarily mean they solve real problems – or that they’re designed to endure.

Consider the wave of viral beauty tools: ice rollers that promise depuffing, LED masks that hint at spa-quality treatments, pore vacuums that visibly extract blackheads. These products generate enormous buzz because they produce quick visual results on camera. But behind the screen, many lack clinical efficacy, are inconvenient to use, or break easily. A purchase may follow a single swipe, but it’s not often followed by a second.

This isn’t to say TikTok can’t uncover genuine product-market fit. Some brands have used it as a real-time feedback engine. Stanley tumblers, for instance, didn’t go viral for being flashy – they went viral because users demonstrated their durability and insulation performance. Real utility was amplified by real stories. In another case, COSRX’s snail mucin skincare product surged globally because users documented consistent results, not just cute packaging or influencer endorsement.

Still, these examples are the exception. More often, TikTok leads brands to confuse buzz with validation. A video’s reach can feel like a green light, prompting restocks, ad spend, and even new product lines before customer satisfaction has caught up. The platform’s velocity compresses timelines and encourages decisions based on engagement metrics rather than behavioural insights.

This misalignment is particularly dangerous for early-stage brands. A viral product can mask foundational weaknesses – limited product testing, supply chain fragility, or unclear positioning. By the time returns spike or negative reviews roll in, it’s too late. The algorithm has already moved on.

Brands that rely too heavily on TikTok as a market validator risk losing touch with their core consumer. Metrics like view counts, shares, or comments provide signals, but not substance. They don’t replace the discipline of product testing, customer interviews, or retention analysis.

The real opportunity lies in combining TikTok’s reach with traditional rigour. Use viral attention as a signal to dig deeper: Who is buying? Why? Are they returning? Would they recommend the product without the hype?

Because TikTok can light the match – but product-market fit is still the fire that must burn long after the trend cools.

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Designing for the Second Purchase

The first purchase may be won by a scroll and a swipe. The second is earned – slowly, deliberately – through trust, value, and consistency. For brands seeking sustainable growth beyond the TikTok boom, retention is no longer a back-end metric – it’s a product design imperative.

The most successful consumer brands on TikTok are not those that simply sell well in a 15-second clip. They’re the ones that understand the post-viral customer journey and intentionally build for re-engagement. This starts with setting expectations early. In an environment where storytelling trumps specification, it’s tempting to lean into aspirational content or exaggerated claims. But overselling a product, even indirectly through creator enthusiasm, leads to a trust deficit if the product underdelivers.

That’s why transparency has become a powerful retention strategy. Beauty brand Function of Beauty, which customises shampoo and skincare based on user profiles, leans into detailed user education across its platforms. TikTok may drive the click, but the website follows up with quizzes, how-to videos, and community reviews, helping buyers understand what they’re getting and why it matters. This reduces post-purchase doubt and creates more informed, loyal users.

Similarly, the unboxing and onboarding experience has become a crucial moment for loyalty. What happens in the first 10 minutes after the package arrives often determines whether the product will be used again. Packaging that educates, instructions that are intuitive, and apps or QR codes that reinforce usage habits all play a role. Brands like Glow Recipe include usage tips and layering instructions in their packaging inserts – offering a tactile bridge between online excitement and offline satisfaction.

Customer support is another pivotal lever. In the TikTok era, customer service is not a cost centre – it’s content. A quick, empathetic response to a complaint shared publicly can diffuse tension and even boost brand favorability. A user who feels heard is far more likely to return, even after a misstep. Some brands proactively monitor TikTok mentions to identify potential issues before they escalate – a form of customer care that feels organic, not outsourced.

But perhaps the most overlooked retention strategy is narrative continuity. Too often, brands treat each TikTok moment as a one-off campaign. Instead, successful companies develop a story arc that encourages repeat engagement. Korean skincare brand COSRX, for example, has built TikTok content around long-term skincare routines rather than single products. This strategy not only keeps users coming back but also positions the brand as a partner in progress – not just a purveyor of trends.

Product ecosystems also matter. Brands that offer bundling, refills, or complementary products increase the likelihood of repeat purchases. A consumer who buys a viral water bottle may return for accessories, cleaning kits, or seasonal drops. A wellness brand that offers a subscription model – accompanied by timely reminders and rewards – can convert impulse buyers into habitual users.

Ultimately, designing for the second purchase requires a mindset shift: from campaigning to cultivating. It’s not enough to convert interest into sales. Brands must convert experience into trust, and trust into habit.

That means the real work begins after the trend peaks. When the influencers move on and the algorithm shifts, what remains is the quality of the product, the clarity of the experience, and the commitment to serving customers beyond the first impression.

Because in the long arc of brand building, it’s not the first click that matters most. It’s the one that comes after they’ve already tried you – and decide to come back.

Virality Is a Spark, but Trust Is the Flame

If TikTok has taught us anything, it’s that attention is no longer scarce – but intention is. In a world where discovery happens in seconds, brands can no longer afford to confuse visibility with viability. The speed and scale of social commerce have made it deceptively easy to move product. But moving product is not the same as moving people.

The brands that will endure are not the ones that win the algorithm today – they’re the ones that understand why the algorithm worked in the first place, and what happens when it doesn’t. That requires more than creative output. It demands input, specifically, research that maps impulse against behaviour, and curiosity against conversion.

Strategy in this new era must be grounded in consumer foresight, not just content performance. Which products trigger regret? Which creators sustain trust? What conditions turn first-time buyers into lifelong customers? Without this insight, brands will remain reactive – chasing trends that spike but don’t stick, and mistaking engagement for endorsement.

Social commerce is not a trend. It’s a fundamental restructuring of how consumers find, evaluate, and commit to brands. But the platforms themselves are still evolving, and consumer expectations are outpacing the infrastructure that surrounds them. What’s needed now is a deeper layer: systems for listening, testing, validating, and optimising – before, during, and after the trend hits.

This is where market research is no longer a support function – it becomes a strategic core. The ability to test message resonance, prototype digital experiences, and measure post-purchase satisfaction in real time is what will differentiate high-growth brands from high-churn ones. Those who invest in insight will adapt faster, course-correct smarter, and build the emotional capital that virality alone can’t deliver.

Because in the economy of attention, the spark may come easily. But it’s the slow, intentional burn – fed by relevance, reliability, and research – that keeps consumers coming back.

That’s not the algorithm’s job. It’s yours.

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Streaming once promised a cheaper, simpler alternative to bloated cable packages. That era is ending. The subscriber land grab is over, and platforms are pivoting hard toward profitability – raising prices, pushing ad tiers, and upselling premium features that quietly pressure viewers to spend more.

Netflix, once the champion of disruption, now nudges users toward ad-supported plans or costlier premium options. Disney+, HBO Max, and Amazon Prime Video are following suit, each finding new ways to monetise content once available at a single flat rate. The result? A growing divide between basic and premium subscribers creating a class system that echoes the old cable era.

For viewers, the question is clear: Pay more for an uninterrupted, high-quality experience, or settle for less in a world where “basic” means ads, lower resolution, and restricted access. The future of streaming is shifting – and for many, it won’t be an upgrade.

Squeezing More from Subscribers

Low prices and bottomless content once defined streaming’s appeal. But the growth-at-any-cost era is over. Today, platforms are restructuring to wring more revenue from the users they already have.

Netflix long resisted ads – now, its ad tier is a gateway to more expensive plans. Features once standard, like 4K resolution, are now locked behind paywalls. And its crackdown on password-sharing is designed to turn passive users into paying ones.

Disney+ is bundling its services, locking Hulu and ESPN+ behind higher-priced packages. HBO Max, now rebranded as Max, has trimmed its catalogue while introducing new pricing tiers, making ad-free viewing a privilege, not a standard. Even Amazon Prime Video, long considered a value-add to its retail empire, is rolling out ads unless users pay extra to remove them.

The Divide Between Premium and Basic Subscribers 

Streaming once promised equal access – a single subscription unlocked the same content for everyone. That reality is disappearing. A growing divide now separates premium subscribers from those stuck on basic plans.

It’s no longer just about ads. Basic-tier users face lower video quality, fewer downloads, and restricted streaming options. Netflix locks 4K resolution behind a paywall. Disney+ reserves certain exclusives for higher-paying subscribers. Max and Amazon Prime Video follow the same playbook, gradually making standard features feel like upgrades.

This isn’t just inconvenience – it’s a redesign of access. Blockbusters, early drops, and high-definition are now privileges for those who pay more. A two-tiered system is emerging: premium users get the best, while the rest settle for second-rate.

The question is whether audiences will accept this shift or find ways around it.

Research-brief

Consumers Are Pushing Back Against Rising Costs and Subscription Fatigue

Audiences aren’t blindly accepting price hikes. Many are cutting back, consolidating services, or hopping between platforms based on what’s trending. Some are even turning to piracy, a practice once on the decline but now creeping back as frustration grows.

Nearly three-quarters of subscribers say they’re paying too much. As a result, 31% have already scaled back, and 29% are thinking about it.

Subscription fatigue is setting in. The market is oversaturated, and consumers are reaching their limit. With each price increase, more users question whether another monthly bill is worth it. Churn rates are rising, and platforms are scrambling to keep subscribers locked in.

Not all regions react in the same way. In lower-income markets, ad-supported tiers are gaining traction. But in wealthier countries, frustration is mounting as streaming costs rival the cable bills they once replaced.

Streaming Is Starting to Look a Lot Like Cable

Streaming was supposed to end cable’s reign, not recreate its worst features. Yet, as platforms carve up content into exclusives and push higher-priced tiers, consumers are facing the same frustrations that once drove them to cut the cord.

Must-watch shows are scattered across multiple services, forcing viewers to juggle subscriptions to keep up. Once simple, pricing models have morphed into a maze of tiers, bundles, and add-ons. Even staggered releases and blackout windows  – hallmarks of traditional TV – are quietly making a comeback.

Some companies see an opportunity. Aggregators are emerging to bundle streaming services under a single bill, which resembles the old cable model. Apple and Amazon are already positioning themselves as digital gatekeepers, offering centralised hubs that package multiple services.

The convenience that once defined streaming is slipping away. What began as a revolution now echoes the very systems it sought to replace.

Brands Rethink Strategy as Streaming Turns Premium

As platforms rework their business models, brands are rethinking their approach. Streaming is no longer a commercial-free oasis – it’s a growing opportunity for advertisers willing to pay for premium placement.

Netflix’s ad-supported tier, once unthinkable, is now a prime spot for brands looking to reach engaged audiences. Disney+ and Amazon Prime Video follow suit, offering hyper-targeted ads powered by detailed viewer data. Unlike traditional TV commercials, these ads are tailored, personalised, and difficult to skip.

Sponsorships and product placements are evolving, too. Shows seamlessly integrate brands into their storylines, blurring the line between content and advertising. Reality series feature branded backdrops, scripted dramas include strategic product placements, and sometimes, entire episodes are built around sponsorships.

Case in point: HBO’s White Lotus didn’t just captivate audiences – it redefined the Four Seasons brand. A hotel became a character, driving real-world demand and reframing the idea of luxury travel.

For brands, streaming’s evolution is an opportunity but also a challenge. As premiumisation pushes some viewers out, advertisers must decide whether to reach a shrinking audience or invest in a more engaged one.

As Streaming Becomes a Luxury, Can Affordability Survive?

The future of streaming is tilting toward exclusivity. Platforms are betting consumers will pay more for better quality, fewer ads, and access to premium content. But as prices climb, a crucial question remains – will affordable options still exist?

Ad-supported tiers offer a middle ground, but they come with trade-offs. Lower-quality video, unskippable ads, and restricted content make them feel like a downgrade rather than a real alternative. Meanwhile, piracy, long in decline, is creeping back as frustrated users look for workarounds.

Some platforms may hold off on full premiumisation to keep price-sensitive users, especially in emerging markets. Others could test hybrid models – offering free content with upsell paths. But the direction is clear: cheap, unlimited streaming is being replaced by a tiered system where the best experience comes at a price.

Streaming was built on accessibility. The question now is whether that promise will survive.

The Future of Streaming Will Be Defined by Who Can Afford It

Streaming isn’t going away, but the experience is changing. The best content, highest quality, and most seamless access are increasingly reserved for those willing to pay more. What was once an industry built on affordability is turning into one that prioritises premium subscribers.

For brands, this shift presents both opportunities and risks. Ad-supported tiers offer new ways to reach viewers, but the overall audience could shrink as prices rise. Marketers must decide whether to invest in high-spending premium users or reach the broader base still willing to tolerate ads.

The next chapter of streaming won’t hinge on content – it will hinge on cost. As platforms chase profits, accessibility is slipping. The era of cheap, all-you-can-watch entertainment is ending. What comes next depends on how much viewers are willing – or able – to pay.

Streaming’s Evolution Is Redefining Entertainment Access

Streaming is no longer an equal-access platform. A growing gap separates premium subscribers from those on budget plans. High-definition, uninterrupted viewing is now a luxury, while basic users navigate ads, lower resolution, and restricted content libraries.

Consumers are responding in different ways. Some are cutting back and keeping only essential subscriptions. Others rotate platforms, subscribing for a month, binge-watching, and cancelling. Piracy, once on the decline, is making a comeback as viewers push back against rising costs.

Over half of Americans (53%) subscribed to a service in the past year just to watch one show. Of those, 72% cancelled – 57% within the first month.

For brands, this fragmentation complicates marketing strategies. Streaming was once a direct line to engaged audiences. Now, it’s a fractured landscape where viewership depends on price tiers, ad tolerance, and content exclusivity. The rules are changing, and advertisers must adapt – or risk losing their audience.

Is Streaming Headed for a Breaking Point?

The race for subscribers is over. Now, platforms are fighting for control – of pricing, access, and how audiences consume content.

Ad-supported tiers, exclusive bundling, and premium restrictions aren’t just revenue strategies; they’re levers to dictate viewing behaviour. Streaming is becoming a gated ecosystem where top-tier access is reserved for those willing to pay more. The shift isn’t subtle; subscription churn is rising, bundling fatigue is setting in, and piracy, once in decline, is returning.

The industry is approaching a tipping point. Price hikes and paywalled features may drive short-term revenue, but they also push consumers to reconsider their subscriptions. Fragmentation makes it harder to justify multiple services, and frustration is growing. Viewers are finding ways around rising costs, and platforms may underestimate their willingness to walk away entirely. 

The future of streaming won’t be dictated by platforms alone. Audiences still hold the power; if streaming loses its accessibility, its dominance could unravel. What began as an entertainment revolution is at risk of becoming an exclusive club, where access is a privilege and the audience that once fueled its rise is left behind.

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A TV show about dysfunctional elites on vacation has done more for Four Seasons’ bottom line than any ad campaign could. Since The White Lotus aired, bookings at the luxury hotel’s Maui, Sicily, and Thailand properties have surged, with high-end suites seeing record demand. The show didn’t just showcase opulence – it turned its filming locations into must-visit destinations for high-net-worth travellers.

What started as a pandemic-era gamble – letting HBO use Four Seasons resorts as backdrops for satire – has become a masterclass in luxury hospitality marketing. Now, the brand is doubling down, offering private jet tours between its White Lotus resorts and reshaping how luxury travel intersects with pop culture.

This isn’t just a tourism bump. It’s a blueprint for how high-end brands can turn cultural cachet into long-term revenue.

Turning Screen Time into Bookings

The White Lotus didn’t just feature Four Seasons;it made the brand part of the story.

Following the debut of The White Lotus, Four Seasons experienced significant increases in interest and bookings. For instance, after Season 1, the Four Seasons Resort Maui at Wailea saw a 425% year-over-year increase in website visits and a 386% rise in availability checks. Similarly, during Season 2, the Four Seasons Hotel Taormina in Sicily reported a 193% increase in web traffic. With Season 3 set in Thailand, the Four Seasons Resort Koh Samui has already observed a 65% spike in searches shortly after the premiere.

Four Seasons Resort Maui at Wailea became shorthand for tropical indulgence, while Sicily’s San Domenico Palace, once a monastery, emerged as an icon of old-world grandeur. Following Season 2, the Sicilian property saw a 193% increase in web traffic. Now, with Season 3 set in Thailand, the Four Seasons Resort Koh Samui has already recorded a 65% surge in searches from travellers looking to step into the show’s next setting.

Rather than letting the hype fade, the hotel chain quickly capitalised. It introduced private jet itineraries linking its White Lotus resorts, offering an ultra-luxury package for guests looking to replicate the on-screen experience. More than just a tourism boost, the HBO partnership has given Four Seasons a new brand identity – one that sells not just a stay but a story.

TV Tourism Is the New Gold Rush for Hospitality Brands

Four Seasons isn’t the only brand cashing in on TV tourism. After Emily in Paris, hotel bookings in the French capital spiked, with luxury stays marketing their own “Emily-style” experiences. Game of Thrones turned Dubrovnik into a global tourism hotspot, with visitors flooding its medieval streets years after the series ended. The message is clear: travelers don’t just want a destination, they want a cinematic setting.

Hospitality brands are responding fast. Hotels are no longer just offering rooms – they’re curating worlds viewers already feel connected to. With the right media partnership, a resort becomes more than a destination; it becomes a cultural landmark. But to turn a pop culture moment into long-term brand value, it takes more than just letting the cameras roll.

Four Seasons understood this shift. It didn’t just lend its properties to The White Lotus; it leveraged the show’s themes of exclusivity and indulgence to redefine its own brand narrative. Every infinity pool, oceanfront suite, and private excursion wasn’t just a set piece; it became part of the experience the hotel could sell long after the credits rolled.

Experiential and Ultra-Luxury Tourism Is Redefining Travel Marketing

For luxury travellers, a five-star suite alone no longer satisfies. Today’s premium offering is access – an experience so exclusive, it feels scripted. This expectation is driving the rise of “live the show” tourism, where resorts don’t just host guests – they immerse them in a narrative they’ve already bought into.

Four Seasons has capitalised on this demand. In Sicily, guests can book private yacht tours along the same coastline where The White Lotus characters plotted their next move. In Thailand, where the latest season premiered, the chain has been marketing cultural excursions inspired by the series, turning its resorts into real-life extensions of the show’s world.

The strategy is paying off. VIP packages, custom itineraries, and pop culture-branded experiences now command premium rates – some exceeding $10,000 per stay, according to industry reports. Luxury travellers aren’t just buying comfort; they’re buying cultural capital. For hospitality brands, the takeaway is clear: locations don’t sell on their own. Story-driven experiences do.

Is TV the New Luxury Travel Influencer?

TV-driven-Tourism-hotspots

Forget glossy travel ads and celebrity endorsements – scripted entertainment is proving to be a more powerful driver of luxury tourism. The White Lotus turned Four Seasons from a high-end hotel chain into a must-visit brand, delivering hours of aspirational storytelling that no traditional campaign could replicate.

Luxury hospitality groups are taking note. The right on-screen exposure doesn’t just showcase a destination; it reshapes traveller demand. Hotels, airlines, and tour operators now see productions as strategic partners rather than passive tenants. From filming incentives to immersive brand collaborations, entertainment is becoming a long-term marketing asset.

For Four Seasons, The White Lotus wasn’t just a tourism bump – it was a repositioning moment. The show’s themes of wealth and indulgence aligned so closely with the brand that its resorts felt like characters in the story. Now, as other luxury brands chase their own White Lotus moment, the real competition isn’t location or amenities – it’s cultural relevance.

Luxury Hospitality Is Turning to Entertainment as a Growth Strategy

Four Seasons didn’t just benefit from The White Lotus; it created a new blueprint for luxury travel marketing. The divide between entertainment and hospitality is disappearing, and brands that fail to adapt risk being left behind.

High-end hotels are now seeking strategic partnerships with streaming platforms, aiming to replicate Four Seasons’ success. Destination collaborations with filmmakers are no longer just background deals; they’re becoming core business strategies designed to position hotels as aspirational travel hubs. The next phase of entertainment-driven tourism isn’t passive product placement; it’s about immersive brand integration, where travellers don’t just visit a location – they step inside a story.

This shift is already happening. Hotels are launching co-created experiences, interactive stays, and even story-driven itineraries modelled on cinematic worlds. The most forward-looking brands are embedding themselves where travel, entertainment, and culture converge – turning pop culture into long-term brand growth.

types-of-travelers

Cultural Relevance Is the New Currency of Luxury

In luxury hospitality, the meaning of status is shifting. It’s no longer defined solely by five-star service or remote, exclusive locations. Today, status is increasingly measured by how seamlessly a brand lives within the cultural moment.

The White Lotus gave Four Seasons more than exposure – it gave the brand narrative power. Suddenly, staying at the Four Seasons wasn’t just aspirational; it was culturally resonant. In a world where travellers want to mean as much as indulgence, the ability to connect with the zeitgeist is the ultimate differentiator.

In the attention economy, real luxury is no longer about where you go. It’s about how that place makes you feel – and whether the world is paying attention when you get there.

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Streaming is no longer an emerging trend – it has firmly established itself as the dominant mode of entertainment. Yet, how people stream content varies significantly by region and generation. While the US, UK, and Southeast Asia all favour on-demand viewing, regional and demographic nuances are shaping the next phase of the industry.

In the US, streaming now accounts for 43% of total TV consumption – more than double its share from a few years ago. However, subscription fatigue is rising, with nearly one-third of consumers cancelling at least one service in the past year. As a result, ad-supported models are gaining ground, providing brands with new ways to reach audiences moving away from traditional paid subscriptions.

In the UK, live TV’s decline is accelerating, particularly among younger viewers. In 2023, fewer than half of 16-24-year-olds watched live television weekly. As streaming overtakes traditional viewing, Netflix has pulled ahead of BBC1 in total audience reach. The demand for locally produced content remains strong, prompting global platforms to increase investment in British programming to retain subscribers.

In Southeast Asia, a mobile-first approach defines the streaming landscape, with over 90% of users accessing content via smartphones. This preference fuels a strong demand for locally produced content, often surpassing global franchises in popularity. Live streaming, frequently combined with e-commerce, has emerged as a significant engagement tool, allowing consumers to interact with sellers in real-time. Additionally, the region is at the forefront of AI-driven content recommendations, as platforms utilise advanced algorithms to enhance user experiences.

Streaming preferences vary significantly across generations. Gen Z and Millennials gravitate towards short-form, socially-driven content, with platforms like TikTok and YouTube being particularly popular. In contrast, Gen X and Baby Boomers lean towards longer, ad-free viewing experiences, often favouring traditional television and subscription-based streaming services. Despite these differences, binge-watching is a common behaviour across all age groups. Notably, younger viewers are increasingly engaging with interactive content, reflecting their desire for more immersive experiences.

The Rise of Streaming and the Decline of Traditional TV 

The shift from traditional television to streaming is now undeniable, reshaping how audiences consume content across global markets. While linear TV still holds relevance in certain demographics, the numbers tell a different story:

  • In the US, streaming accounts for 41.6% of total TV consumption, with cable and broadcast TV dropping below 50% for the first time.
  • In the UK, Netflix has surpassed BBC1 in total viewership, a milestone that signals a permanent shift toward on-demand content.
  • In Southeast Asia, 71% of TV viewers now consume ad-supported streaming, putting digital platforms on par with traditional television in the region.

This shift isn’t just about technology – it’s about consumer behaviour. Audiences today demand flexibility, personalisation, and content tailored to their interests, leaving behind the rigid schedules of linear programming. Younger viewers, in particular, are turning away from appointment-based TV, opting instead for platforms that provide immediate, algorithm-driven recommendations.

Streaming-Shows-Regional-viewing-Trends

Regional Viewing Trends: What Unites and Divides Audiences? 

Streaming trends vary widely across regions, influenced by cultural preferences, technological access, and economic factors. While some viewing habits are universal, key differences reinforce the need for region-specific content and marketing strategies.

United States

In the US, subscription fatigue is reshaping streaming habits. While platforms dominate TV consumption, 42% of users feel overwhelmed by too many choices, and nearly half plan to cancel at least one service. This has accelerated the shift to ad-supported tiers, with 39% of Netflix’s new subscribers opting for its lower-cost, ad-backed plan.

To counteract subscription fatigue and attract cost-conscious viewers, streaming platforms are increasingly embracing ad-supported models. The success of these tiers signals a growing consumer preference for lower-cost options over premium, ad-free experiences.

Image: Grey’s Anatomy

Despite the surge in new content, licensed shows continue to dominate streaming viewership. In 2024, Grey’s Anatomy ranked as the second most-watched streaming program, amassing 47.85 billion minutes viewed across Hulu and Netflix. Friends remains a staple on streaming platforms, while classic titles like The Big Bang Theory and Little House on the Prairie also saw significant engagement. The sustained popularity of older programs highlights the enduring appeal of nostalgia-driven content and the power of deep, long-running libraries.

United Kingdom

The UK’s youngest viewers are turning away from live TV, with less than half of 16-24-year-olds watching it weekly. Streaming platforms have stepped in to capture this audience, and Netflix now commands a larger share of viewership than BBC1. Meanwhile, investment in British-made productions is driving subscriptions, reinforcing the appeal of localised content.

A strong preference for locally produced content continues to shape the UK streaming market. Platforms are responding with increased investment in British programming, recognising its role in retaining subscribers and differentiating services in a competitive landscape.

Ad-supported streaming is also gaining momentum, offering cost-conscious viewers an alternative to rising subscription fees. For advertisers, this shift creates new opportunities to engage audiences within premium, on-demand environments.

Image: Mr Bates vs The Post Office

In 2024, several television programs captured the attention of UK audiences, reflecting diverse viewing preferences. Mr Bates vs The Post Office became the most-watched program of the year, drawing nearly 14 million viewers on ITV. Meanwhile, American sitcoms continue to dominate streaming, with The Big Bang Theory topping charts at 63.1 million views, followed by Friends with 55.8 million views. Netflix’s Black Doves, a recent release, amassed 57.7 million views, demonstrating the platform’s ability to drive audience engagement. These trends highlight the UK’s dual appetite for homegrown dramas and globally recognised franchises, reinforcing the importance of a diverse content library for streaming platforms.

Southeast Asia

Mobile streaming dominates Southeast Asia, where most viewers watch content on smartphones rather than TVs. Unlike Western markets, where streaming services compete for subscription revenue, free-to-watch and ad-supported content drive engagement, with AI-powered recommendations shaping viewing habits.

Local and regional content dominates viewer preferences, with audiences favouring stories and characters that resonate with their own experiences. This demand has spurred a surge in locally produced content, catering to the diverse linguistic and cultural landscape of the region.

Live streaming and social commerce are reshaping the entertainment paradigm. Platforms are increasingly integrating shopping features into live broadcasts, creating interactive experiences that blend entertainment with e-commerce.

Artificial intelligence is playing an influential role in content recommendations, enhancing user engagement by tailoring suggestions to individual viewing habits. This personalisation fosters deeper connections between viewers and platforms, driving sustained engagement.

Collectively, these regional trends highlight the multifaceted nature of the global streaming ecosystem. While certain viewing habits transcend borders, nuanced differences underscore the necessity for brands and content creators to adopt region-specific strategies to effectively engage diverse audiences.

Image: Vikram Vedha

Southeast Asia’s top content reflects the region’s diverse tastes and growing demand for localised programming. In 2024, the highest-grossing show on Netflix was Vikram Vedha (a hit in Indonesia and Thailand), racking up 45 million views in just one month. Korean dramas are also a key driver, with Crash Landing on You earning 58 million views across Southeast Asia, highlighting the region’s preference for international content that still feels locally relatable. Meanwhile, Indonesian dramas like Tiga Dara saw a surge, with 20 million views on local streaming platforms like GoPlay. This shows the growing need for platforms to balance global hits with region-specific content.

The Generational Divide in Streaming Habits Gen Z and Millennials

Streaming habits are deeply shaped by generational preferences, with younger audiences favoring social-driven, short-form content, while older viewers remain loyal to traditional long-form programming.

Gen Z and Millennials

Gen Z and Millennials consider streaming an extension of their digital ecosystem, where content is discovered through social media platforms like TikTok and YouTube, not traditional TV guides. Their preferences lean toward short-form, algorithm-driven entertainment, emphasising speed, interactivity, and shareability. The rise of gaming-integrated streaming further caters to their desire for immersive, participatory experiences.

Gen X and Baby Boomers

Gen X and Baby Boomers gravitate toward long-form content, including feature films and multi-season TV series. They prioritise ad-free experiences, choosing premium streaming options over ad-supported models. Nostalgia drives their content choices, as they revisit classic shows and familiar genres instead of new releases. Unlike younger audiences, they prefer a slower pace, showing more loyalty to scheduled programming and series they can follow over time.

The Universality of Binge-Watching

Binge-watching transcends generational divides, becoming a common behaviour across all age groups. 72% of TV viewers report watching at least three episodes in one sitting, showing that while content preferences may differ, the desire for extended viewing sessions is universal.

The Future of Streaming: What the Numbers Predict 

The future of streaming is being shaped by three key trends: AI-driven content discovery, the rise of ad-supported tiers, and a growing focus on live content. As audiences increasingly demand personalisation, affordability, and real-time engagement, platforms that fail to keep pace risk losing relevance.

The Growing Role of AI in Shaping Recommendations

Artificial intelligence is playing an increasingly vital role in streaming platforms, driving personalised content recommendations. Netflix, for instance, attributes 80% of viewer activity to its AI-driven recommendations, a strategy that is estimated to save the company $1 billion annually in customer retention.

Amazon Prime Video is also exploring AI through its “AI Topics”, which curates content categories based on individual interests, offering a more tailored and intuitive content discovery experience.

The Rise of Hybrid Models

In response to diverse consumer preferences, many streaming services are adopting hybrid monetisation models that blend subscriptions with ads. Disney+, Netflix, and Amazon Prime have launched ad-supported tiers, providing more affordable options for viewers while expanding revenue streams.

This approach seeks to balance user experience with profitability, accommodating both ad-tolerant and ad-averse audiences.

Increased Investment in Regional Content

Streaming giants are investing heavily in regional content to better engage local audiences and strengthen their subscriber base. By producing and promoting local programming, platforms can build deeper connections with viewers, enhancing loyalty. This approach not only broadens their subscriber base but also enriches the global content library with diverse cultural narratives.

Streaming’s Push into Live Sports and Event-Based Content

Streaming services are increasingly venturing into live sports and event-based programming, capitalising on the enduring appeal of real-time content. Netflix, for example, is exploring opportunities in live sports and video games, aiming to diversify its offerings and attract a wider audience.

This shift signals a move toward more immediate and dynamic content, challenging traditional broadcast models.

Impact of Hollywood’s Production Slowdown

Hollywood’s production slowdown is beginning to affect streaming platforms, leaving fewer new titles for viewers accustomed to a steady flow of fresh content. As a result, platforms must turn to diversified content strategies, such as investments in international productions and alternative programming, to keep subscribers engaged during periods of limited new releases.

What This Means for Brands and Marketers 

For brands, streaming’s evolution presents both challenges and opportunities. Success hinges on market research, allowing companies to tailor content and advertising to shifting viewer behaviours.

The Importance of Streaming Data for Audience Segmentation

Streaming platforms generate vast amounts of data, offering insights into viewer behaviours, preferences, and engagement patterns. By analyzing this data, brands can segment audiences more precisely, tailoring content and advertisements to specific demographics and viewing habits. This targeted approach enhances marketing efficiency by directing efforts toward the most receptive audience segments.

Adapting Media Strategies to Shifting Viewing Habits

As consumer viewing habits evolve, brands must adjust their media strategies accordingly. The decline of traditional television and the rise of on-demand streaming necessitate a reevaluation of advertising channels. Investing in streaming platforms, particularly those offering ad-supported models, allows brands to reach audiences where they are increasingly spending their time. Additionally, understanding peak viewing times and content preferences can inform the timing and placement of advertisements, maximising impact.

Crafting Platform-Specific Content

Different streaming platforms cater to varied audience preferences and content formats. For instance, TikTok thrives on short-form, viral content, while platforms like Netflix and YouTube accommodate longer-form videos. Brands should develop platform-specific content strategies, ensuring that the style, length, and messaging align with the expectations of each platform’s user base. This approach not only enhances engagement but also demonstrates an understanding of the platform’s culture and audience.

Leveraging Influencers to Drive Engagement

Influencers play a pivotal role in shaping viewer perceptions and driving engagement on streaming platforms. Collaborating with influencers who resonate with target audiences can amplify brand messages and foster trust. These partnerships can take various forms, including sponsored content, product placements, or co-created material. Given influencers’ ability to authentically connect with their followers, such collaborations often result in higher engagement rates compared to traditional advertising methods.

Exploring Opportunities in Interactive Content and Partnerships

Interactive content, such as polls, quizzes, and live Q&A sessions, encourages active audience participation, leading to deeper engagement. Brands can integrate interactive elements into their streaming content to create immersive experiences that captivate viewers. Additionally, forming partnerships with content creators or streaming platforms can provide access to new audiences and innovative content formats. For example, collaborating on exclusive content or sponsoring popular series can enhance brand visibility and association with high-quality programming.

Adapting to Changing Audience Behaviors

As streaming platforms reshape how audiences consume media, brands are under pressure to respond to rapidly changing viewer behaviours. The era of broad, generalised marketing strategies is fading. Success now depends on brands’ ability to customise content and marketing to fit specific regional trends and audience demands. Those that effectively leverage data-driven insights and align their messaging with platform-specific cultures will be better positioned to build stronger relationships with consumers and stay ahead in a crowded and competitive market.

A New Era of Streaming Requires a New Playbook

The one-size-fits-all content strategy is dead. Brands that fail to localise, personalise, and diversify their streaming approach will be left behind. The future belongs to those who stop chasing trends—and start using market intelligence to shape them. Today, audience behaviour is shaped by regional preferences, generational divides, and technological disruption – forces that demand a more sophisticated, localised, and data-driven approach from brands and content creators.

For years, global entertainment operated on the assumption that content produced for one audience could seamlessly translate to another. That model no longer holds. The numbers tell the story – while US viewers remain captivated by nostalgia-driven programming, younger audiences in the UK are abandoning linear TV entirely, and Southeast Asia’s mobile-first users are redefining engagement through live streaming and AI-driven recommendations. If streaming platforms and brands fail to recognise these shifts, they risk becoming irrelevant in key markets.

Localisation Is No Longer Optional

Local content is no longer a niche offering – it is a competitive necessity. Global streaming giants are pouring billions into regional productions because they have seen the data: subscribers are more loyal to platforms that cater to their cultural and linguistic preferences. In Southeast Asia, hyper-local content consistently outperforms Western programming. In the UK, British-made series draw more sustained engagement than many high-budget imports. A global strategy must start with a deep understanding of audience preferences at the local level – a reality that only market research can fully capture.

Agility Is the Only Way Forward

Streaming is not just replacing television; it is fragmenting it beyond recognition. The rise of ad-supported tiers, the growing dominance of TikTok-style short-form content, and the push toward interactive programming all signal that consumer habits will continue to evolve at breakneck speed. The platforms and brands that succeed will not be those clinging to legacy strategies, but those that move fast, test often, and adapt constantly.

In this new era of streaming, the winners will not be those with the biggest budgets but those with the best insights. The days of assuming global audiences behave the same way are over. For brands and marketers, the only way forward is a strategy that is localised, data-backed, and built for change.

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For decades, the Super Bowl has been the crown jewel of live television, drawing millions of viewers and billions in advertising dollars. But this year, a major shift is set to redefine how fans experience the game. The stage has expanded beyond the field to digital screens, shifting away from traditional TV.

Fox Sports has teamed up with Tubi to stream the Super Bowl for free, breaking away from traditional exclusivity to offer greater accessibility. This move comes as Free Ad-Supported Streaming TV (FAST) platforms surge in popularity, driven by consumers’ demand for affordable, no-frills digital viewing experiences.


Image Credit: Ad age

FAST platforms are now a go-to choice for cost-conscious viewers seeking quality entertainment without the expense. By early 2025, Tubi had surpassed 97 million monthly active users, offering an extensive content library backed by targeted advertising.

Economic pressures, such as inflation, have fueled the adoption of free streaming services. Studies show that streaming accounts for nearly 42% of total television and video consumption in the US, signalling a major shift in viewing habits.

Households rely on streaming as their primary entertainment source, with FAST platforms becoming a top choice for cost-conscious viewers. This aligns with behaviours like “no-buy” months and cord-cutting, shifting media consumption toward value-driven options.

Tubi’s partnership with Fox Sports to stream the Super Bowl is a direct response to these trends. By removing paywalls, the platform broadens access to the game, appealing to younger, digitally native audiences who value convenience and inclusivity.

The Competitive Landscape – Tubi vs. Rivals

Tubi’s Super Bowl streaming marks a significant milestone, but competition is fierce. Platforms like Pluto TV and Peacock’s free tier are vying for the same audience, offering similar ad-supported models. Tubi distinguishes itself through robust content partnerships, a strong focus on live events, and advanced ad-targeting technology.

For advertisers, these distinctions are crucial. Platforms that offer a seamless viewing experience and granular audience data are better positioned to attract high-value ad spend. Tubi’s Super Bowl debut could set a new benchmark, forcing competitors to rethink their strategies for acquiring premium live event rights.

Global Reach and Cultural Resonance

The Super Bowl’s international appeal continues to grow, with over one-third of its 2024 audience tuning in from outside the United States. Platforms like Tubi are instrumental in this expansion, giving free access in regions where traditional broadcast rights or subscription costs have limited viewership.

Economic factors heavily influence streaming adoption. Free streaming resonates deeply with consumers in countries with lower purchasing power or high inflation. However, cultural preferences also shape media consumption. For instance, UK sports fans prioritise local events like Premier League matches, while American football enjoys a stronger following in Mexico and Canada. Understanding these nuances is critical for advertisers tailoring their campaigns to global audiences.

A New Playbook for Brand Engagement in the Streaming Era

How Ads Fare on FAST Platforms

Tubi offers unmatched insights into ad performance, including real-time engagement metrics such as click-through rates and viewer retention. Unlike traditional TV, where ad impact is measured through broad estimates, Tubi provides granular insights into how specific audiences respond to ads. This transparency allows advertisers to optimise their campaigns mid-stream or refine future strategies.

Interactive and Measurable Formats

Tubi’s digital-first approach enables ad formats that go beyond traditional storytelling. The possibilities are endless, from QR codes leading viewers to exclusive content to gamified ads encouraging active participation. These features are particularly effective for younger audiences, who expect immersive experiences during live events.

Second-Screen Engagement

Streaming the Super Bowl amplifies second-screen behaviors. Viewers turn to social media and e-commerce platforms during the game, creating additional touchpoints for advertisers. Brands can synchronise their ads with real-time hashtags, live polls, or shoppable moments to capitalise on this behaviour and drive deeper engagement.

Reaching Cord-Cutters and New Audiences

Tubi’s Super Bowl streaming meets the challenge of reaching cord-cutters – often younger, digitally native, and elusive through traditional TV. By offering free access, Tubi not only attracts these audiences but fosters deeper engagement, keeping brands relevant in a shifting media landscape.

For advertisers, this shift represents a critical opportunity to rethink their strategies for marquee events. The Super Bowl on Tubi is more than a broadcast; it’s a fully interactive and data-rich environment where brands can create meaningful connections with audiences. As the advertising playbook evolves, the partnership between Fox Sports and Tubi sets a new benchmark for what’s possible in the world of sports marketing.

Strategic Insights for Brands to Succeed in the Streaming Era

Brands must rethink their playbooks to align with the unique opportunities and challenges of these platforms. Ad-supported streaming isn’t just a technological shift but a paradigm change requiring strategic agility and innovation.

Omnichannel Campaign Integration

Brands should see Tubi’s Super Bowl stream as one piece of a broader omnichannel strategy. The platform allows advertisers to seamlessly connect their Super Bowl ads to social media, e-commerce, and mobile apps, creating a unified experience. For instance, an ad with an embedded QR code can lead viewers directly to an interactive landing page or exclusive post-game content. This integration drives immediate engagement and extends the lifespan of campaigns beyond the final whistle.

Prioritising Authenticity and Purpose

Modern audiences, particularly Gen Z and millennials, value authenticity and purpose-driven messaging. Super Bowl ads on Tubi should reflect these priorities by aligning with causes or values that resonate with viewers. Whether it’s sustainability, diversity, or community impact, brands that infuse their campaigns with genuine purpose are more likely to leave a lasting impression on their target audience.

Embracing Localisation for a Global Audience

With the Super Bowl’s international viewership rising, brands have a unique opportunity to localise their campaigns. Advertisers can create region-specific versions of their ads, incorporating cultural nuances, languages, and themes that resonate with global audiences. This localisation strategy enhances engagement and demonstrates a commitment to understanding and valuing diverse consumer markets.

Leveraging Data-Driven Storytelling

Tubi’s streaming platform provides access to robust analytics that can inform ad performance and viewer preferences in real-time. Brands should use these insights to craft data-driven narratives that speak directly to their audiences. For example, leveraging demographic insights or viewing patterns can help fine-tune messaging, ensuring ads are as relevant and compelling as possible.

Extending the Experience Beyond Game Day

The Super Bowl on Tubi allows brands to build ongoing relationships with viewers. Post-game content, interactive experiences, and follow-up campaigns can keep audiences engaged long after the event concludes. By continuing the conversation through digital channels, brands can amplify their investment and foster deeper connections with their audience.

The Future of Sports Broadcasting in the Streaming-First Era

The Super Bowl’s leap into free streaming on Tubi is more than a groundbreaking moment for this year’s event- it signals the future of sports broadcasting. As streaming platforms continue to erode the dominance of traditional cable networks, here’s how fans experience live sports.

Democratising Access to Major Events

Free streaming platforms like Tubi remove traditional barriers to entry, such as subscription fees or pay-per-view costs, democratising access to high-profile events. This resonates with younger, tech-savvy viewers who prioritise convenience and affordability, but it also opens doors for fans in underserved or emerging markets where cable access is limited or prohibitively expensive.

By making the Super Bowl accessible to anyone with an internet connection, Tubi sets a precedent for how other marquee events—like the Olympics, FIFA World Cup, or major esports tournaments might be distributed. This model expands viewership and ensures that cultural moments tied to these events reach a global audience.

Challenging the Cable Stronghold

Live sports have long been cable TV’s stronghold, keeping traditional television relevant. But Tubi’s Super Bowl stream signals a shift. As more events move to streaming platforms, legacy broadcasters must rethink their strategies or risk losing ground

However, this isn’t an either-or scenario. Hybrid models, where events are broadcast on cable and streaming platforms, will likely emerge as transitional solutions. However, the long-term trend points clearly toward streaming as the primary mode of sports consumption.

Interactive and Immersive Experiences

Streaming doesn’t just replicate traditional TV; it enhances it. Platforms like Tubi can offer customisable camera angles, real-time stats, and interactive features such as chats and gamified elements. These innovations cater to fans seeking more control and engagement.

This opens new doors for brands for dynamic ad formats and second-screen activations, ensuring their messaging integrates seamlessly into the fan experience. The possibilities are vast, from in-stream interactive ads to live polls that keep viewers engaged while driving brand recall.

Setting a New Standard for Inclusivity and Innovation

The move to streaming also challenges other leagues and organisations to adapt. Whether it’s the NFL, NBA, or FIFA, sports entities must embrace the flexibility and innovation that streaming platforms provide to stay competitive. This evolution presents a goldmine of opportunities for advertisers and content creators to engage audiences in more meaningful and measurable ways.

The Super Bowl on Tubi represents a tipping point in the evolution of sports broadcasting. As live events continue to migrate to digital-first platforms, the focus will increasingly shift toward creating accessible, engaging, and data-rich experiences that meet the expectations of a digitally native audience. For fans, this means more ways to connect with the events they love. 

This shift isn’t just a game-changer – it’s the dawn of a new era in sports broadcasting, where accessibility, innovation, and global reach redefine how live events are consumed and monetised.

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In 2024, consumers juggled 12 active subscriptions, ranging from streaming platforms to pet supply deliveries. Once heralded for its convenience, the subscription model now faces a crossroads. Data shows subscription fatigue is growing: cancellations are rising, new sign-ups are slowing, and customers are demanding more flexibility and transparency. With almost every industry embracing the model, competition has intensified, leaving consumers overwhelmed and selective about where they spend their money.

For product marketers, the challenge is clear: How do you capture attention, retain loyalty, and create lasting value in a saturated market? The answer may lie in rethinking launches, crafting differentiated experiences, and addressing the underlying causes of subscription fatigue. 

The Saturation Point of Subscriptions

The subscription economy, once an engine of growth for brands across industries, is showing signs of strain. In the US, UK, and Asia, subscription models have reached a saturation point. According to Statista, the growth of new subscriptions for digital services declined by nearly 15% in 2023 compared to the previous year, with the steepest drops seen in streaming and meal-kit services. This trend aligns with rising cancellations – studies show that 1 in 3 subscribers cancelled at least one service in the past year, citing cost concerns and redundancy. Flexibility has become a key demand, with over 60% of consumers preferring subscriptions that allow easy pausing or cancelling.

The root of this shift lies in changing consumer behaviour. Once drawn by the convenience of recurring services, customers now prioritise offerings that deliver value, unique experiences, or novelty. Products that fail to stand out or adapt to these evolving preferences often face high churn rates.

A notable case study is Netflix’s pivot to an ad-supported subscription tier in 2022. Faced with mounting subscriber losses and increasing competition from platforms like Disney+ and Amazon Prime, Netflix sought to counter churn by offering a lower-cost option. The move signalled a recognition of the fatigue surrounding high-priced, one-size-fits-all subscriptions. Early reports showed this strategy attracted cost-conscious users, though it also underscored the growing challenge of retaining customer loyalty in a crowded and cautious marketplace.

As more brands adopt subscription models, the need to address these pressures becomes paramount. Brands that fail to adapt risk joining the growing cancellation statistics, while those that innovate stand a better chance of sustaining growth in a maturing market.

The Psychology of Subscription Fatigue

At the heart of subscription fatigue lies a psychological phenomenon: decision fatigue. As consumers face an array of choices, from streaming services to curated meal plans, the mental effort required to assess and manage these commitments takes a toll. Add the recurring nature of subscription charges – appearing monthly on credit card statements – and the perceived value of such services often diminishes over time. What once felt convenient now feels like another item on a crowded to-do list: evaluate, adjust, or cancel.

Compounding this is a growing sense of mistrust among consumers. Hidden fees, unexpected price hikes, or services that fail to deliver on their promises have eroded confidence in the subscription model. PwC’s 2023 Consumer Loyalty Survey found that 55% of consumers have cancelled subscriptions due to pricing changes that weren’t clearly communicated. Moreover, recurring charges for services that are rarely used contribute to a sense of wasted money, further fueling dissatisfaction.

A prime example is Amazon Prime’s balancing act between perceived value and customer pushback. The service bundles fast shipping, streaming content, and exclusive deals into one subscription, offering broad utility. However, its recent price hikes in multiple markets, including a $20 increase for US customers in 2022, sparked criticism. While many users continue to see value in Prime’s offerings, the backlash highlighted the delicate line between enhancing value and alienating customers with cost increases.

These dynamics reveal an essential truth for marketers: consumer trust is fragile, and the perceived value of subscriptions is not static. Addressing subscription fatigue requires more than delivering a product; it demands transparent communication, predictable pricing, and a genuine understanding of consumer expectations. Without these, brands risk losing not just revenue but long-term loyalty in an increasingly discerning market.

What Modern Consumers Want

As subscription fatigue grows, modern consumers are re-evaluating their expectations, prioritising flexibility, personalisation, and a balance between ownership and convenience. Brands that align their offerings with these emerging preferences are more likely to retain loyalty in a saturated market.

Flexible Options

Flexibility has become a non-negotiable feature for today’s consumers. The ability to pause, modify, or cancel subscriptions without hassle is now an expectation rather than a luxury. According to Deloitte’s 2024 Consumer Trends Report, over 70% of consumers value services that allow them to adjust commitments without penalties. Companies that offer clear and user-friendly subscription management tools are seeing higher retention rates, as this level of control reduces the psychological burden of recurring charges.

Hybrid Models

The hybrid approach – combining ownership with optional subscriptions – is gaining traction. Peloton, for instance, bridges physical ownership with app-based subscriptions, offering customers the choice to purchase equipment outright while maintaining access to premium content. This model provides a sense of ownership while still enabling ongoing revenue streams for the business. It’s an approach that blends the best of both worlds, appealing to consumers who seek tangible value alongside ongoing engagement.

Tailored Personalisation

Personalisation remains a powerful tool, but the line between tailored and invasive is thin. Modern consumers expect experiences that reflect their preferences without overstepping boundaries. Successful brands leverage first-party data to craft meaningful interactions, using insights like user behaviour and past purchases to offer recommendations that feel relevant. McKinsey’s 2024 State of Personalisation Report highlights that 76% of consumers are more likely to stay loyal to brands that provide personalised experiences – so long as privacy concerns are addressed transparently.

Data-Driven Loyalty

Spotify exemplifies the potential of personalisation and data-driven strategies. Through innovations like personalised playlists (e.g., “Discover Weekly”) and region-specific pricing experiments in Asia, Spotify has not only retained subscribers but expanded its user base. By offering pricing tailored to local markets and leveraging data to understand listening habits, the company delivers a highly individualised experience that keeps users engaged. Its approach demonstrates how harnessing first-party data can create loyalty that feels earned rather than demanded.

Modern consumers’ preferences are clear: flexibility, choice, and relevance. Brands that invest in these areas will not only counter subscription fatigue but also establish deeper connections with their audiences. In a competitive landscape, the companies that succeed will be those that treat their customers as partners in the subscription experience rather than passive participants.

How Product Marketers Can Innovate in Launches

The crowded subscription market demands innovation at every stage of the product launch process. For product marketers, this means crafting strategies that not only attract attention but also build lasting loyalty. Here’s how brands can stand out in a world of subscription fatigue:

1. Prioritise Value Perception from Day One

The success of any product hinges on the consumer’s belief that it delivers lasting value. From the first interaction, marketers must communicate how the product solves real problems or enhances the customer’s life.

  • Long-term value messaging: Highlight benefits that extend beyond the immediate experience, such as cost savings, time efficiency, or exclusive access to premium features.
  • Seamless trials: Free or discounted trials that transition effortlessly into paid plans are effective for building trust. Trials should provide a full experience, not a watered-down version, ensuring users see the value before committing.

2. Create Clear Differentiation

Differentiation is key in a market oversaturated with similar offerings. Product marketers must articulate why their offering is unique and how it resonates with their target audience.

  • Mission-driven branding: Tie the product to a cause, lifestyle, or mission that aligns with consumer values. For example, eco-friendly packaging or support for a social cause can create emotional connections.
  • Move beyond discounts: While promotional pricing can drive initial sign-ups, long-term loyalty comes from deeper emotional engagement. Messaging that connects the product to the consumer’s identity fosters a stronger bond.

3. Focus on Gamified Loyalty

Gamification has proven to be a powerful tool for keeping users engaged and motivated to stay subscribed. By integrating elements like rewards systems, challenges, and streaks, marketers can make the subscription experience feel interactive and fun.

  • Rewards systems: Offer tangible incentives, such as points or credits, that can be redeemed for discounts or exclusive perks.
  • Streak-based incentives: Build habits through challenges that reward consistent usage.

A standout example is Duolingo, which has revolutionised language learning with gamification. Its subscription tiers incorporate streak rewards, badges, and leaderboards, turning language practice into a game-like experience. This approach keeps users engaged and encourages continued subscription by making learning both fun and rewarding.

By focusing on these strategies, product marketers can create launches that cut through the noise and resonate with modern consumers. In a world where subscription fatigue is real, success depends on innovation, differentiation, and building genuine connections with the audience.

Lessons from Failed Launches

Not every subscription launch is a success. Some stumble due to over-promising and under-delivering, while others fail to address consumer fatigue or misjudge their audience’s needs. Examining these missteps offers valuable insights for marketers looking to avoid similar pitfalls.

Over-Promising and Under-Delivering

One of the most common mistakes in subscription launches is failing to match initial hype with a compelling product. Overinflated promises can generate interest but often result in customer disappointment when the service doesn’t meet expectations. Consumers today are quick to voice dissatisfaction, and negative sentiment can spread rapidly, tarnishing a brand’s reputation.

Ignoring Consumer Fatigue

Another key failure is neglecting the realities of subscription fatigue. In an already crowded market, services that don’t clearly differentiate themselves or fail to justify recurring costs struggle to retain users. Hidden fees, unclear value propositions, or a lack of flexibility drive consumers to cancel and disengage.

Case Study: Quibi

The meteoric rise and fall of Quibi serve as a cautionary tale. Launched in 2020, the short-form streaming service aimed to revolutionise mobile video consumption. Armed with a star-studded lineup and $1.75 billion in funding, Quibi promised “quick bites” of premium content tailored for on-the-go viewing. However, the platform struggled to gain traction and shut down within six months.

Key missteps included:

  • Misreading the market: Quibi launched during the pandemic, when on-the-go viewing was less relevant as people stayed home and leaned toward long-form streaming.
  • Lack of differentiation: While its format was unique, the content failed to stand out against competitors like Netflix or YouTube, which already offered free or established alternatives.
  • Subscription fatigue: Quibi’s $4.99 monthly fee seemed steep for a new, unproven platform in a saturated market, especially when free ad-supported content was widely available.

Avoiding the Same Mistakes

To learn from these failures, marketers must:

  1. Deliver on promises: Ensure the product’s core offering meets or exceeds consumer expectations. Under-delivering risks immediate backlash.
  2. Address fatigue proactively: Clearly communicate the value of the subscription, offering flexibility and transparency to build trust.
  3. Read the market: Launches must account for external factors, audience behaviours, and competitive landscapes. Misjudging these variables can doom even the most well-funded ventures.

The failures of past launches serve as critical reminders that success in the subscription economy requires more than buzz. By focusing on meaningful differentiation, consistent value delivery, and an acute understanding of consumer sentiment, brands can avoid becoming another cautionary tale in the annals of subscription fatigue.

What’s Next for Subscription Marketing

As subscription fatigue reshapes consumer expectations, the future of subscription marketing lies in innovation and adaptability. Brands must go beyond conventional models to address evolving preferences and redefine value.

One promising trend is the rise of “ownership-plus” models, which combine one-time purchases with optional subscriptions. Companies like Peloton and Adobe have already demonstrated the success of blending ownership with ongoing service options, offering consumers the flexibility to engage on their terms while maintaining a recurring revenue stream.

Another significant shift is innovative bundling, where brands partner across industries to create unique, value-packed offerings. For instance, telecom providers bundling streaming subscriptions with mobile plans or fitness companies partnering with wellness brands for holistic packages provide customers with more for less, enhancing perceived value and differentiation.

The role of AI will also grow, particularly in addressing key challenges like churn prediction and hyper-personalisation. By analyzing behavioural data, AI can identify early signs of dissatisfaction, enabling proactive engagement to retain customers. Personalisation powered by AI can also deliver curated experiences that feel tailored to individual needs, deepening loyalty in an otherwise saturated market.

For product marketers, the challenge – and opportunity – is clear: rethink subscription launches as more than just transactional events. A successful launch isn’t merely about securing sign-ups but about fostering enduring relationships that create long-term value for both the consumer and the brand. In this new era, the brands that thrive will be those that see subscriptions not as products but as partnerships.

Understand the Roots of Subscription Fatigue

At Kadence International, we uncover what truly drives consumer behaviour—identifying the pain points and motivations that matter most. Our market research empowers brands to address subscription fatigue with strategies that reduce churn, enhance loyalty, and deliver long-term value. Let us help you turn insights into action.

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The media industry is experiencing profound shifts driven by technological innovation, changing consumer preferences, and the ever-growing battle for audience attention. As traditional media models are challenged by new, more personalised, and on-demand content, media companies face both significant challenges and opportunities. Fragmentation in audience behaviour, the rise of digital platforms, and evolving revenue models are forcing companies to rethink their strategies in order to remain competitive.

Four key trends are expected to disrupt the media landscape in 2025: the rise of AI-generated content, the dominance of niche streaming platforms, the rise of creator-led media ecosystems, and the expansion of immersive media experiences. Each of these trends is reshaping how content is created, distributed, and consumed, driving the media industry towards more efficient, personalised, and interactive solutions.

Trend 1: The Rise of AI-Generated Content

AI tools are revolutionising the content creation process, from scriptwriting and video production to real-time translation and voiceovers. These advancements are enabling faster production timelines, reducing costs, and providing more personalised content. AI-generated media is quickly becoming a mainstream solution across industries, empowering smaller creators and businesses to produce high-quality content with limited resources.

The disruption caused by AI-generated content is multi-faceted:

  • Reduces production costs and timelines, levelling the playing field for smaller creators: With AI tools, content production is faster and more affordable, making it possible for smaller creators to compete with larger, established media companies. For example, AI-generated text and video content can reduce the time required for scriptwriting and video editing, cutting production costs by up to 30% for smaller productions.
  • Raises ethical questions about authenticity and copyright in content: As AI-generated content becomes more prevalent, questions about the ownership of content and intellectual property are gaining importance. Who owns AI-generated media, and how can the authenticity of such content be verified? These are ongoing debates that will affect not only content creators but also traditional media companies and advertisers.
  • Forces traditional media companies to adapt workflows or risk falling behind: With the rise of AI-generated content, established media companies must innovate or risk being left behind. This shift requires them to reassess their workflows, investment strategies, and how they integrate AI tools into their production processes. A 2023 study by PwC found that 45% of media companies are already using AI to improve content creation, with an expected 20% annual increase in AI integration through 2025. 

The speed, efficiency, and cost-effectiveness AI brings to content creation will force media companies to adapt their traditional workflows to remain competitive. As the market evolves, AI-generated media will likely continue to play a dominant role in shaping the future of the media industry.

Case Study: Synthesia – Revolutionising Video Content Creation with AI


Synthesia is an AI-driven video production platform based in the United Kingdom that is transforming the way videos are created and consumed. The platform enables users to generate high-quality videos using AI avatars, eliminating the need for traditional video production teams, voiceovers, and expensive equipment. With applications spanning training, marketing, and social media content, Synthesia is democratising video creation, making it more accessible and cost-effective for businesses of all sizes.

Synthesia is a prime example of how AI is reshaping content creation, particularly in video production. Traditional video production requires multiple resources, such as cameras, studios, editors, and voice actors. With Synthesia, businesses can bypass these logistical hurdles and produce engaging, personalised videos at scale, reducing both time and cost. This AI-generated content trend is disrupting the media industry by offering an automated solution to one of the most resource-intensive areas of content creation—video production.

Technology and Impact
Synthesia’s AI platform uses machine learning to generate realistic human avatars that can speak multiple languages and convey messages in a natural, human-like manner. Users can simply input a script, select an avatar, and produce a fully formed video in a fraction of the time it would take with traditional production methods.

  • Efficiency: Video production time is reduced from weeks to just a few hours, enabling businesses to create content quickly and in multiple languages without the need for voice actors or on-location shoots.
  • Cost Reduction: Synthesia’s platform eliminates the need for expensive video equipment and editing teams, offering an affordable solution for companies looking to scale their content production.
  • Personalisation: Businesses can tailor content for different audiences and markets with ease, leveraging AI to generate multiple versions of a video with localised messaging.

One notable example of Synthesia’s impact is its partnership with IBM, where the company utilised Synthesia’s technology to create AI-powered training videos for employees. These videos were produced in multiple languages, enhancing the global accessibility of the training materials without requiring additional voiceovers or manual translations.

In another example, PepsiCo used Synthesia to create localised marketing campaigns across multiple regions, enabling the brand to produce high-quality content faster and at a fraction of the cost of traditional video shoots.

Synthesia exemplifies how AI is transforming content creation by making video production more efficient, accessible, and affordable. By removing barriers to entry, such as high production costs and lengthy timelines, Synthesia is opening up opportunities for businesses to scale their video content while maintaining personalisation and quality. This shift in how content is created aligns perfectly with the broader trend of AI-generated media, which is set to become a mainstream solution for businesses looking to remain competitive in an increasingly fast-paced media landscape.

By leveraging AI tools like Synthesia, companies can not only streamline their workflows but also adapt to the growing demand for faster, more personalised content in the media industry.

Trend 2: The Dominance of Niche Streaming Platforms

As consumer preferences become increasingly fragmented, niche streaming services are thriving by offering hyper-personalised content that caters to specific genres, interests, and demographics. These platforms focus on creating curated content that speaks directly to loyal, engaged audiences, setting them apart from mainstream streaming giants. While platforms like Netflix and Amazon Prime dominate the global streaming market, niche services have carved out their own space by tailoring offerings to meet the needs of particular groups, whether through genre-focused content, cultural specificity, or unique entertainment needs.

Why This Will Disrupt:

  • Challenges the dominance of mainstream platforms by creating targeted appeal: Niche streaming platforms are challenging the widespread appeal of larger services by zeroing in on specific genres or cultures, providing a more focused and personalised viewing experience. As of 2023, niche streaming services are gaining ground, with some platforms growing their user bases by 50% year-over-year through targeted offerings. 
  • Shifts revenue models toward subscriptions and community-driven funding: Many of these platforms are shifting their revenue models from ad-based to subscription-driven, tapping into a dedicated audience willing to pay for exclusive content. This trend is especially visible in platforms focusing on niche genres like horror, anime, or independent films, where users are more willing to support content they feel personally connected to.
  • Forces traditional broadcasters to rethink how they connect with fragmented audiences: The success of niche platforms is forcing traditional broadcasters to rethink their strategies and adapt to the demand for specialised content. As audience fragmentation continues, broadcasters will need to reevaluate their programming and content distribution to stay relevant in an ever-more segmented market.

In 2025, niche streaming services are expected to continue their rapid growth, offering unique and highly tailored content that appeals to a specific fanbase. As this trend continues, traditional streaming platforms and broadcasters will have to rethink their approach to content creation, production, and audience engagement to compete in an increasingly fragmented media landscape.

Case Study: Shudder – Dominating the Horror Streaming Space

Shudder is a niche streaming platform based in the United States that focuses exclusively on horror, thriller, and supernatural content. Launched in 2015, the service has successfully built a loyal and engaged user base by offering a curated library of genre-specific movies and series. Unlike mainstream streaming platforms like Netflix, which offer a broad range of genres, Shudder’s dedication to the horror genre has allowed it to carve out its own space in the streaming market.

Shudder is a prime example of the growing dominance of niche streaming platforms that focus on specific genres or demographics. By focusing solely on horror, Shudder is able to offer a highly personalised and tailored viewing experience for its passionate audience. In an era when mainstream platforms struggle to cater to all tastes, Shudder’s hyper-focused content has allowed it to thrive by serving a dedicated fan base that craves specific genre content. This makes it a perfect illustration of how smaller, niche platforms are gaining traction and challenging larger platforms in terms of engagement, loyalty, and revenue.

Technology and Impact
Shudder’s ability to thrive in a crowded streaming market is thanks to its strong focus on curated content and its use of technology to cater to niche interests:

  • Curated Content: Shudder’s content library features a mix of classic horror films, independent horror movies, and exclusive originals, ensuring that it offers something for every horror fan. The platform regularly updates its catalogue, introducing seasonal content and exclusive releases that keep its audience engaged.
  • Community Engagement: By leveraging social media and horror communities, Shudder has developed a sense of community among its users, fostering loyalty and word-of-mouth marketing. Horror fans feel like they are part of a niche, like-minded group, which enhances the platform’s appeal.
  • Tech Integration: Shudder uses algorithms and user feedback to suggest tailored content to its subscribers, increasing viewer satisfaction and keeping audiences engaged with new content based on their viewing history.

Impact and Growth

  • Subscriber Growth: As of 2022, Shudder has surpassed 1 million subscribers globally, a significant milestone that highlights the growing demand for specialised, genre-specific content.
  • Exclusive Content: The platform’s original programming, such as Creepshow, The Last Drive-In with Joe Bob Briggs, and Shudder’s Horror of the Month series, has been key in differentiating it from other platforms and creating a unique viewing experience. These exclusives have helped attract horror fans looking for fresh, original content.

Challenges and Future Outlook

  • Expansion and Competition: While Shudder has experienced significant growth, it faces increasing competition from both traditional platforms, adding horror content and newer niche players emerging in the genre. To remain competitive, Shudder must continue to expand its offerings while retaining the strong community it has built.
  • Balancing Growth with Identity: As Shudder grows, it will be challenging to maintain its identity and niche focus while scaling up its subscriber base and content offerings. The platform must ensure that it remains true to its horror roots while accommodating the evolving tastes of its audience.

Shudder’s success in dominating the horror streaming market is a perfect example of how niche platforms are thriving by catering to a specific, loyal audience. By focusing on curated, high-quality content and fostering community engagement, Shudder has not only survived but thrived in an increasingly fragmented media landscape. As consumer preferences continue to fragment, Shudder’s success demonstrates the growing appeal of niche platforms and their potential to disrupt traditional, mainstream streaming services.

Trend 3: Creator-Led Media Ecosystems

The creator economy is revolutionising the media industry by reshaping how content is produced, distributed, and monetised. Platforms like Patreon, YouTube, and Substack have enabled individual creators to bypass traditional media channels and build direct relationships with their audiences. This shift is enabling creators to take control of their content, set their own terms, and access new revenue streams, disrupting the traditional media landscape where publishers, broadcasters, and agencies are the primary gatekeepers.

The rise of creator-led media ecosystems brings both opportunities and challenges:

  • Decentralises media production, reducing reliance on traditional gatekeepers: Creators now have the tools and platforms to produce, distribute, and monetise content without the need for large media companies or traditional publishing houses. This democratisation of content production allows for a wider range of voices and perspectives, giving rise to diverse, niche content.
  • Redefines advertising and sponsorship opportunities with micro and niche audiences: Creators are now able to build highly engaged, niche audiences that are difficult for traditional media outlets to match. Advertisers are increasingly looking to work with creators who have authentic, loyal followers rather than large-scale, impersonal reach. The ability to cater to micro-niches provides brands with more targeted and effective advertising opportunities.
  • Challenges media companies to innovate their talent acquisition and content strategies: As creators gain more influence, traditional media companies must adapt to keep up. To stay competitive, broadcasters and publishers need to rethink their content strategies, talent acquisition, and distribution methods, embracing more flexible, creator-centric approaches. Media giants must also adjust to the growing demand for on-demand, authentic content.

In 2025, creator-led media ecosystems are expected to continue to thrive, offering personalised, niche content that traditional media companies struggle to provide at scale. This trend is redefining how content is created, shared, and monetised, and traditional companies will need to innovate quickly or risk losing their relevance in an increasingly decentralised media landscape.

Case Study: Bigo Live – Revolutionising Creator-Led Media Ecosystems in Southeast Asia

Bigo Live, founded in Singapore in 2016, is a live-streaming platform that allows creators to broadcast live content and receive real-time gifts, tips, and donations from their audience. Over the years, Bigo Live has evolved into a major player in the creator economy, especially in Southeast Asia, by offering creators a direct way to monetise their content through fan interaction and engagement. Unlike traditional media platforms, Bigo Live empowers individual creators to build and nurture their communities while earning revenue from their content.

Bigo Live is a perfect example of how the creator economy is transforming media production and consumption. By enabling creators to monetise their content directly through live-streaming and audience donations, the platform decentralises the media production process, bypassing traditional media gatekeepers. This aligns with the shift toward creator-led media ecosystems, where individual creators have more control over content creation, distribution, and monetisation.

Technology and Impact

  • Real-Time Interaction: Bigo Live allows creators to engage with their audience in real-time, fostering a sense of community and personal connection. The live interaction aspect is a key feature that sets the platform apart from pre-recorded content.
  • Monetisation Model: Creators earn revenue through virtual gifts, tips, and paid subscriptions from their viewers. Bigo Live’s integration of real-time gifting encourages continuous engagement and makes the monetisation process seamless.
  • Global Reach: While Bigo Live was founded in Singapore, its reach spans across Southeast Asia, the Middle East, and beyond. The platform’s ability to adapt to different markets by supporting local languages and preferences has contributed to its rapid growth.

Content Creators’ Success: Bigo Live has enabled numerous creators to turn live streaming into a full-time career. For instance, creators in Southeast Asia have earned thousands of dollars per month through real-time gifts and sponsored content, building large and dedicated fanbases. One notable example is a popular Indonesian live streamer who has garnered millions of followers and makes a significant income through gifts and tips during live broadcasts.

Challenges and Future Outlook

  • Competition: While Bigo Live is a major player in Southeast Asia, it faces competition from platforms like Twitch, YouTube, and local services, which are also focusing on live streaming and creator monetisation.
  • Regulatory Issues: As the platform expands, it must navigate varying regulations around content, online safety, and financial transactions in different countries, which could affect its operations.

Bigo Live is revolutionising the way creators engage with their audience, allowing for a more direct and profitable relationship between content creators and their fans. The platform exemplifies how technology is enabling the rise of creator-led ecosystems, empowering individuals to take control of their content and revenue streams. By fostering real-time interaction and offering an integrated monetisation model, Bigo Live sets a strong example for how live-streaming can thrive in the rapidly evolving media landscape.

Trend 4: Immersive Media Experiences

The media landscape is undergoing a dramatic transformation as advances in augmented reality (AR) and virtual reality (VR) redefine how content is consumed and interacted with. With the rise of immersive technologies, media experiences are becoming more interactive, offering audiences new ways to engage with content. From virtual concerts and live events to AR-enhanced news reporting and branded experiences, the boundaries of audience engagement are being pushed, creating exciting new possibilities for both entertainment and marketing.

As AR and VR technologies become more accessible, the traditional media consumption model is shifting. Audiences are no longer passive viewers; they are active participants in the stories unfolding around them. This shift is opening up new opportunities for storytelling, experiential marketing, and deeper audience connection.

Why This Will Disrupt:

  • Changes how audiences consume and interact with content: Immersive experiences allow audiences to engage with content in more interactive and personalised ways. Virtual reality offers a level of immersion that traditional media cannot match, whether it’s exploring a 360-degree concert experience or walking through a virtual world for an interactive film.
  • Creates new opportunities for storytelling and experiential marketing: VR and AR offer media companies and brands innovative ways to tell stories and engage customers. For example, VR can take viewers into the middle of the action in a way that traditional media, like television or film, simply cannot. AR, on the other hand, can overlay digital elements on the real world, creating an interactive layer that brands can use for experiential marketing campaigns.
  • Requires significant investment in technology and creative talent to deliver high-quality experiences: While the potential for immersive media experiences is vast, creating them requires considerable investment in both technology (AR/VR hardware and software) and creative talent (3D artists, interactive designers, etc.). The industry will need to evolve quickly to ensure the development of high-quality, engaging experiences that are accessible to mainstream audiences.

As these immersive media experiences become more commonplace, they will not only reshape entertainment but also have broader implications for education, tourism, gaming, and even shopping. By 2025, the expectation is that immersive technologies will become mainstream tools for engaging audiences, offering deeper and more personalised interactions than ever before.

entertainment-media-trends

Case Study: VR Experiences by National Geographic – Pushing the Boundaries of Immersive Media


National Geographic, a leading media brand known for its educational content on natural history, exploration, and science, has embraced virtual reality (VR) to create immersive experiences that transport users to some of the world’s most remote and fascinating locations. Through its VR projects, National Geographic offers users the ability to dive into the ocean floor, explore the surface of Mars, or witness historical events from an entirely new perspective. This cutting-edge use of VR is designed not only for entertainment but also to educate, providing a deeper, more engaging experience than traditional media formats.

National Geographic’s VR initiatives are a perfect example of how immersive media technologies like VR are reshaping content consumption. By utilising VR, National Geographic is able to deliver content that goes beyond passive viewing. Rather than just showing viewers footage of a subject, VR places them within that environment, creating a sense of presence that engages audiences on an entirely different level. This trend aligns perfectly with the growing demand for interactive and immersive media experiences that offer more dynamic and participatory storytelling.

Technology and Impact

  • Virtual Reality Experiences: National Geographic’s VR experiences utilise cutting-edge technology to create 360-degree, fully interactive environments. From underwater explorations of the Great Barrier Reef to a first-person journey through Mars’ landscape, these experiences offer users a sensory immersion into places and experiences that would otherwise be impossible to access.
  • Educational and Emotional Engagement: The VR projects have been praised for their ability to emotionally engage users, particularly in educational contexts. For example, by diving into the ocean floor to witness coral reefs, users can gain a firsthand understanding of the impact of climate change. This level of immersion enhances the educational value of the content.
  • Accessibility: National Geographic’s VR experiences are available across multiple platforms, including Oculus Rift and HTC Vive, making them accessible to a wide audience. This approach ensures that the immersive experiences can reach users regardless of their physical location, further broadening the scope of the brand’s educational impact.

One of the most popular VR experiences from National Geographic, “Sea of Shadows”, takes viewers on an underwater adventure to witness the challenges faced by marine life. Users virtually dive into the ocean to explore coral reefs, observe marine species, and learn about conservation efforts in real-time. This experience provides more than just visuals—users can interact with the environment, gaining insights into the underwater ecosystem’s fragility and beauty, which traditional media formats cannot fully convey.

Challenges and Future Outlook

  • Scaling Immersive Content: While National Geographic’s VR experiences have been widely celebrated, producing high-quality VR content requires significant investment in technology, talent, and resources. Scaling this type of content to reach broader audiences without compromising quality remains a challenge for the media company.
  • Consumer Adoption: While VR technology has grown in popularity, it still faces barriers to widespread adoption, such as hardware requirements and cost. National Geographic will need to continue innovating to make VR content more accessible and user-friendly.

National Geographic’s VR experiences represent a major leap forward in how immersive media is transforming both entertainment and education. By offering users the ability to explore the world in ways that were previously unimaginable, National Geographic is enhancing storytelling, increasing audience engagement, and providing educational value through cutting-edge technology. As VR continues to evolve, it will play a key role in pushing the boundaries of media experiences, offering even more innovative and impactful ways for audiences to interact with content.

Final Thoughts

These trends—AI-generated content, niche streaming platforms, creator-led ecosystems, and immersive media experiences—are driving a wave of innovation that is reshaping how media is created, distributed, and consumed. The ability to harness emerging technologies and cater to ever-evolving consumer preferences has opened new opportunities for brands to engage audiences in more personalised, immersive, and interactive ways. As the media industry continues to evolve, staying ahead of these trends is crucial for maintaining relevance in a fragmented, competitive landscape.

For media companies, the key to thriving in this environment lies in embracing agility and innovation. Those who adapt quickly to the changing dynamics of content consumption and audience expectations will be best positioned to succeed. The future of media is rapidly transforming, and those who understand these shifts can capitalise on the new possibilities emerging in the space. To stay informed about these disruptive trends and how they’re shaping the future of the media industry, subscribe to Connecting the Dots, our monthly e-newsletter. Stay ahead of the curve, stay inspired, and lead the change in your industry.

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Digital media consumption has become a significant part of our daily lives. Understanding on-demand entertainment and streaming trends is now more crucial than ever. 

As we continue to embrace the convenience and diversity offered by streaming platforms, it’s important to delve into the patterns and preferences shaping this category. Our latest comprehensive report, “Next Wave of Entertainment: Global Trends in Media Consumption,” provides insights into current streaming habits, preferences, and behaviours of consumers worldwide. 

The report examines the on-demand entertainment industry and the most significant trends shaping its future. From the rise of all-in-one entertainment hubs to the growing demand for eco-friendly entertainment choices, this report analyzes the key drivers, challenges, and opportunities in the evolving world of on-demand entertainment.

The remarkable industry growth in on-demand entertainment highlights the evolving preferences of consumers worldwide, driving innovation and transforming the media and entertainment world. 

Download the full report for strategies and innovations leading the charge in this dynamic industry, supported by insightful case studies.

Trend 1: All-in-One Entertainment Hubs

Technological advancements and shifting consumer behaviours radically transform how we consume media. As major streaming platforms lose subscribers, there is a shift toward bundled offerings and ad-supported tiers. Consumers are gravitating toward platforms that offer a wide array of content under one roof. 

The main challenge in 2024 and beyond is consumer spending. Consumers are pulling back due to inflation, subscription fatigue, and geopolitical instability.

How are brands redefining the user experience, and what implications do they have for content providers? 

For more insights, download the full report.

Trend 2: Homegrown Hits and Cultural Connect

Local content is gaining international popularity, resonating with global audiences while staying true to its cultural roots. A notable example is the success of South Korean dramas like The Squid Game on Netflix, which have captivated viewers worldwide. 

What factors contribute to the rise of homegrown hits, and how do they impact global entertainment trends? 

Discover the answers in our full report.

Trend 3: On-the-Go Entertainment

With our screens everywhere, on-the-go entertainment is becoming increasingly popular. We are seeing the mainstream adoption of podcasts, the rise of cloud gaming, the desire to stream content on personal devices while travelling, and the increasing popularity of audiobooks. Together, these trends demonstrate a significant shift in how we access and enjoy entertainment while on the move.

Also, discover how these trends shape content consumption while travelling or during commutes.

Learn more by downloading the full report.

Trend 4: Bite-Sized Binges

TikTok is the fastest-growing platform and is the go-to place to find entertaining content. Across all generations, short-form video content beats long-form and is becoming a favourite for those with busy schedules, offering quick entertainment fixes. YouTube Shorts exemplifies this trend by providing easily digestible videos that attract millions of viewers daily. 

What makes bite-sized binges appealing, and how are they changing the content creation landscape? 

Find out in our detailed analysis in the full report.

Trend 5: Eco-Entertainment Choices

Sustainable practices are now a priority in the entertainment industry, from production to consumption. 

What are the key drivers for the growth of eco-entertainment choices, and how are companies adapting to meet these demands? 

Dive into the heart of innovation and eco-consciousness with our intriguing case study on how Coldplay’s sensational Music of the Spheres World Tour 2022 embraced renewable energy and sustainable practices, setting the stage for a greener future in the music industry. The report highlights how sustainability resonated throughout the tour, showing the band’s commitment to the planet.

The on-demand entertainment industry is evolving rapidly, driven by technological advancements and changing consumer preferences. Each trend presents unique opportunities and challenges for stakeholders across the industry. As we delve into these trends, it’s clear that on-demand entertainment is becoming more integrated, diverse, and sustainable. Brands that adapt to these changes stand to gain a competitive edge and connect more deeply with their audiences.

Download the full report to explore these trends and gain valuable market insights. 

When the content consumer is king, media companies and marketers must constantly engage with consumers to adapt to the shift in media and marketing power by attracting and retaining them in the midst of intense competition.

Our detailed analysis provides a roadmap for staying ahead in the ever-evolving on-demand entertainment space.

Download the full report for more information and to uncover all the details.