How the Entertainment Industry Has Adapted to Consumer Trends and Demands

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How the Entertainment Industry Has Adapted to Consumer Trends and Demands

Safe Milli
| December 14, 2021 Last Updated 2021-12-14T20:40:34Z
"netflix" (CC BY 2.0) by stockcatalog

It seems like, more than ever, the customer really is king. There are many factors that have conspired to make this the case, not least social media. These days, disappointed consumers aren’t just discreetly pacified by an organisation’s complaints department – they’re free to vent their spleen everywhere from Facebook to Twitter as well as on any number of online review sites. On the more positive flipside, this also means that they can heap praise on a brand that they feel have gone above and beyond for them.

The entertainment sector, in particular, has taken this change in its stride and responded by paying close attention to three particular areas.

Choice


Having plenty of choices is a number one priority for many of today’s entertainment consumers. So you’ll find that the video streaming channels such as Netflix and Amazon Prime have an ever-increasing bank of content that is constantly being refreshed and renewed.

Similarly, look at a typical casino online and you’ll find not only a huge range of slots and table games but within these, a variety of themes and special features among games give players room to discover new options whenever they want to. Other ways that these sites offer customers choice is through different ways to pay and the ability to play on multiple devices, such as PCs, tablets or phones. It’s all part of a 360o approach to customer service.

This is also something that is reflected in more traditionally “live” forms of entertainment like theatre and concerts. For those not able to be there in person, more and more people can enjoy performances being streamed into their homes or wherever they choose to enjoy them.

Personalization

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Amongst all of this choice, there’s still a very important need to make individual consumers feel like they count and their personal needs are being met. This is achieved through the rather broad area of personalization.

To go back to video streaming services, this is why so many offer suggestions along the lines of “if you enjoyed X, then why not take a look at Y”. The abundance of content available always means that there are plenty of options available and the burgeoning use of Artificial Intelligence is essential for their selection.

Research shows there might be some resistance against the thought of AI making certain choices and decisions on our behalf. However, as it becomes more sophisticated, this may cease to be an issue.

The huge amount of data that the entertainment industry in general gathers about individual consumers can also help with the personalization of general marketing materials, even down to the most beneficial times and days to send out messages.

Rewarding loyalty


The third prong to the industry’s approach is the rewarding of loyalty. At a time when there is so much competition, this is a vital way to keep hold of consumers – something that is much cheaper to do than to acquire new ones. So, loyalty schemes involving free offers and special bonuses are now commonplace including introducing tiered membership bands depending on the length of time a consumer has been using the service in question.

Added together, these three areas create a robust and forward-focused approach that has two winners – the brands that deploy them and the millions who rely on them for their entertainment.
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