2021全球媒体发展趋势报告

WHAT'SNEXTIN2021?

AUDIENCEBEHAVIOURS,INDUSTRYDYNAMICS-STICKORTWIST?

6Navigatingthe'newnormal'

THEBOOMERANGSUBSCRIBER

8IstheSVODbusinessmodelsustainable?

ECOMMERCE&MEDIA:FRIENDSORFRENEMIES?

10Keepingupwithconsumers

THEAUDIENCEINTHESTREAM

12Andtheimportanceofbeingtogether

FROMACTIVISMTOACTION

14Brandpurposemovesupagear

THESOCIALMEDIADILEMMA

16Buildingaudiencerelationshipsinadigitalfirstworld

CREATIVECONTEXTTAKESCENTRESTAGE

18Differentiationinyourmediamix

INFUSEDANALYTICS

20Super-chargingyourmediainsights

TOUGHCOOKIES

22Therealitiesofacookielessworld

DEMOCRATISINGDATA

24Gettingyourdatastrategyintoshape

AUDIENCEBEHAVIOURS,INDUSTRY

DYNAMICS-STICKORTWIST?

Navigatingthe'newnormal'

Ourinsightscanhelpyourbrandmanagetheeffects

ofCOVID-19andprepareforthefuture»

COVID-19Barometeristheleadingsyndicatedstudy

showinghowthepandemicisinfluencingconsumer

FrancesSheardownbehaviour,attitudesandexpectations>

Kantar

LifehaschangedbeyondrecognitionformostconsumersWhafsnext?

in2020,andbrandsandorganisationsneedtounderstand

whichchangesarehereforthelonghaulandtheimpactWPP'sBrandZhasshownthevalueoforganisationscontinuing

ontheirmediainvestments.Intimesofchange,howtoinvestintheirbrandsduringchallengingtimes.ButKantar's

long-termcantheirmediastrategyandplanningbe?MediaReactionsstudyamongglobalmarketersshowsthat

Willthesechangesstickortwist?thepandemicislikelytohavealastingimpactonadspend

patterns:marketersplantoinvestmoreindigitalaswemove

Changesinmediaconsumptionduringlockdownwereinevitable:into2021,forinstance.

beingaskedtostayathomehadamajorimpactonthetypeof

mediawecouldaccessandtheamountoftimewehadtodoso.Butwhileifsunlikelythepandemicsituationwillchangequickly,

consumerbehavioursarestartingtoreturntothe'oldnormal*

Kantar'sCOVID-19Barometershowedasimilarpatternacrossasweemergefrom^tay-at-home*restrictions.

30markets:asthepandemicprogressedineachcountry,wesaw

claimedmediaconsumptiongrowacrossallin-homechannels.The*stickortwist*willvarybyaudience,mediaandcategory-

InAprilalonewesawinternetbrowsingincreasingby64%,andweYelikelytoseeupsanddownsovertime.

onlinevideoby54%andhighersocialmediaengagementup

by56%1.Meanwhile,consumerswereincreasinglyconcernedCanwehelp?

abouttheirfutureandworryingabouttheeconomy;77%had

felt,orexpectedtofeel,animpactontheirincome.Morethanever,brandsandorganisationsaregoingneedto

understandwhatconsumersaredoing,thinkingandplanning

Notsurprisingly,thislackofconsumerconfidencehasimpactednowandhowtherestofthemarketisresponding.Butcrucially,

advertisinginvestments,withbrandsdeferringcampaignsortheyneedtoknowhowtheycanbeaheadofthechangesso

spendingless.Ouradvertisingspendcurrencyreporteda35%theyYereadytobetherewhenconsumersstartlookingagain!

declineinadrevenueforAprilandMayintheUScomparedwith

2019.Whilesomecategoriesinvestedheavilyinmoreadvertising,Theindustryneedstobenimble,agileandreal-time-ready

thetravelsectorwasdownby80%inQ2asquarantinemeasuresto'twist'whenthemarketdemandsit.Researchanddata

enforcedlessappetitefortravel.fromKantarisreadilyavailabletoanswerthis.

Despitethechallenges,mediaownershavepartneredwith

agenciesandbrandstodeliverflexibilityandagility.IntheUK,

twomajorbroadcastershaveadaptedthewaytheywork

withadvertiserstooffermoreflexibilityandencouragegreater

TVspend:Channel4haspermanentlymovedtoafour-week

deadlineandliftedalllate-bookingfees,andITVannounced

asimilarmoveuntiltheendof2020.

KantarCOVID-19Barometerwave3(9-20April2020)-corestudyof18markets

7

THEBOOMERANGSUBSCRIBER

IstheSVODbusinessmodelsustainable?

OurEntertainmentOnDemandservicetracksthe

subscriptioncustomerjourneyacrossmusicandvideo>

DominicSunnebo

Kantar

2020hasseennumerousnewentrantstothesubscriptionWhafsnext?

video-on-demand(SVOD)space,drivenbytheallureof

regular,reliableincomethatthesebusinessmodelsareWiththeboomerang-subscribertrendsettoincrease,therole

designedtobring.However,consumersincreasinglyseeofthecontentaggregatorwilltakecentrestage.Alreadythe

partnershipsofSky-NetflixandDisney+-O2intheUK-withthe

SVODplatformsasinterchangeable.The(boomerang

benefitthatconsumersdon'tneedtosubscribeindividuallyto

consumer,hasemerged,andsecuringlong-termloyalty

multipleservices-havebeenkeytonewcustomeracquisition.

willneedtobeapriorityifthesubscriptionbusiness

Withmoreplatformlaunches,likeParamount+,tocome,content

modelistobesustainable.spreadthinnerandaglobalrecessioninprogress,thistrendwill

acceleratein2021.

WiththeSVODspaceincreasinglycrowded,thestreamingwars

haveenteredanewlevel.Quibiisshuttingdown,whilerapidPartnercommitmentsfromsubscribersmustbecarefullyjudged,

growthbrandslikewellnessoutfitPelotonareincorporatingastheseoftenmeanfeweroptionstochopandchange;nothing

VODintotheircustomer-centrichealthofferings.Andpremiumdrivesdownadvocacyfasterthanaconsumer'sneedsbeing

video-on-demandpurchaseisapowerfulmonetisationtool,unmetandnoeasyexit.

particularlyduringCOVID-19restrictions:Disneyhasskipped

Thisisnolongerawinner-takes-allmarket,andcollaboration

thebigscreenforblockbusterslikeMulanandmadeitavailable

willbeessentialforlong-termsuccess.IntheUK,bundledeals

tosubscribersofitsnewDisney+serviceforasubstantialone-

alreadyaccountfor18%ofallnewsubscriptionsinQ320203-

offfee,helpingitwinover60millionsubscribersinitsfirstyear

asignificantandgrowingproportionofnewSVODsign-ups.

ofoperation.Manyofthesedevelopmentsareessentiallytrials,

butearlypositiveconsumerreactionmeanstheyYelikelytostay.

Canwehelp?

Some74%ofSVODsubscribersmainlywatchnewseries1.But

withcontentnowavailableacrossmultipleplatforms,andaOurnewEntertainmentOnDemandservicehelpsthe

finiteamountconsumersarewillingandabletospend,theyentertainmentindustryandinvestorsunderstandthedifferent

stagesofthesubscriptioncustomerjourneythatleadtolong­

increasinglyneedtomakeachoice:increasetheirnumberof

termcommitment,highengagementandpositiveadvocacy,

paidsubscriptions,switchfromoneplatformtoanother,or

aswellasmeasuringtheoveralldynamicsandsuccessof

dipinandout.

theindividualservicesintheSVODindustry.Theserviceis

availableintheUSandUK,withrolloutplansforGermany,

IntheUS,whichhasseenthelargestincreaseinSVODservices,

France,SpainandJapanin2021.

we'veobservedasizeableupturninthenumberofconsumers

makingadirectswitchbetweenplatforms,risingfrom5%(Q4Wedriveclientsuccessinnewcustomeracquisitionandretention

2019)to12%(Q32020).Equally,thenumberofboomerangusinghighly-customisableaudiencesthroughKantarAudience

subscribersdippinginandoutoftheSVODmarkethasincreasedActivation,creatingatangiblelinkwiththeinsightsfromour

from9%(Q42019)to14%(Q32O2O)2.EntertainmentOnDemandservice.

KantarDIMENSION2020

cKantarEntertainmentonDemand

9

ECOMMERCE&MEDIA:

FRIENDSORFRENEMIES?

Keepingupwithconsumers

OureCommerceconsultantsidentifythetriggers,barriers

andsolutionsthatdrivedigitalcommercegrowth»

Quicklyoptimisethecontextofyourdigitaladswith

AnshumanPandeyContextLabonKantarMarketplace»

Kantar

TheCOVID-19pandemichasaccelerateddouble-digitoverallmediaspendhasdecreasedinmajormarketsduringthe

eCommercegrowthglobally,withnewconsumerbehaviourspandemic,theadvertisingspendondigitalhasincreased.

emerging.Some50%ofconsumersarelessinclinedtoFacebookandAmazonreporteda13%and41%increase

shopinpersonthisholidayseason,forexample,but40%respectivelyinYTDQ2advertisingrevenue,andTencentinChina

aremorewillingtoshoponline1.Theseshiftsrequirereporteda32%increaseyear-on-yearinQ1.

brandstoaltertheirstrategies.

Whafsnext?

Increasingly,consumers-especiallycentennialswhonowaccount

2

for40%ofglobalconsumers-usesocialmediaandcommunityBrandsneedtoachieveanefficientomnichannelmediapresence

3

forumstobrowseandbuybrands.Globally,58%ofcentennialstoinfluenceconsumersacrossthefunnel.Theymustgobeyond

prefertoresearchthiswaybeforepurchasingabrand.Butupper-funnelactivitiesandusedatatoactivateconsumers

retailersandtraditionalsearchenginesstillplayanessentialacrossthefullfunnelonsocialmedia.Andtheyneedtoconsider

roleinthisphase-intheUS,63%ofshopperswhovisitedretailmedia'simportanceindrivingawarenessandconsideration.

AmazoninthedaysleadinguptoapurchasedidsoforinitialThesenewmarketdynamicswillmakeitpossibleforsmall

productresearch.OfthoseconsultingGoogleonthepurchaseinsurgentbrands,likePerfectDiary,togrowandcaptureshare

journey,50%werelookingtodiscovernewproductsandbrands4.fromtheincumbents.

Giventhelockdownmeasures,weprojectthatonline-to-offlineTocounterthis,incumbentsneedtobemoreagileandutilise

(020)businessinChinawillgrowby64%bytheendofthecommunity-poweredplatformslikeFacebookShopandWeChat

year,withgrocery020growingat155%5.AndwithconsumerssocialeCommerceinconjunctionwithinfluencersduring

spendingmoretimeonline,browsingthroughsocialmediapromotionperiods.Brandsalsoneedtoreimaginedirect-to-

andvideoapps,neweCommercebusinessmodelsinvolvingconsumerwithanomnichannelstrategytoprovidetheright

live-streamingandtheintegrationofsocialmediaandconsumerexperience.

eCommerce(socialeCommerce)havegrownrapidly.Both

behemothsofeCommerce-AlibabaandAmazon-haveCanwehelp?

launchedlive-streaming,throughTaobaoLiveandAmazon

Liverespectively,withintheireCommerceecosystemstohelpSucceedingintheseinitiativesrequiresaconsumer-focused

consumerswithproductresearch.InSeptember2020,China'sholisticactivationstrategyandcontenttesting.Kantar's

liveeCommerceviewersnumbered309million.eCommerceadvisoryteamhelpsclientsdevelopdigital

andomnichannelstrategies,andContextLabonKantar

SmallerbrandsandthosetargetingtheyouthmarketuseMarketplaceprovidestoolsfortestingtheeffectiveness

contentplatforms(e.g.Facebook,TikTok,Red)andsocialofdifferentshopvertisingformatsinvariouscontexts.

networksnotonlytoaccuratelytargettheirconsumersand

postinterestingcontent,butalsotoconvertthemintobuyers

througheithertheirstore(Diesel'sSIDE:BIZ)oranintegrated123KantarRetailIQ

eCommerceengine(PerfectDiaryinChina).Thesetrendshave4KantarStateofeCommerceLandscape2021

impactedhowbrandsplantheirmediainvestments.While5KantarChina020,April2020

11

THEAUDIENCEINTHESTREAM

Andtheimportanceofbeingtogether

CrossMediaAudienceMeasurementprovidesdata

onpeople'sviewinghabitsandconsumptionbehaviours,

acrossplatformsanddevices»

HanneTeigum

Kantar

Mediacompaniesneedtoreach,engageandkeeptheirspace(seepage8)andsignificantaudienceoverlapacrossall

audiencesinafast-changingmarketasthegapsinVODservices,thechallengeformediaownerstryingtodrive

understandingthetotalaudiencecontinuetogrow.andkeepaudiencesisreal.

Investmentinhowpeopleareconsumingcontentisno

longerenough;ifscrucialtounderstandtheaudience

Whafsnext?

behindthescreentoo.Howcanyoueffectivelytarget

youraudienceandyieldfullreturnsonyourinvestmentsAlthoughviewingtrendshavegraduallyreturnedtopre-lockdown

ifyoudon'tknowwhoitisyou'rereaching?levels,co-viewingisstillprevalent,andwepredicttheaudience

overlapsbetweenstreamingplatformswillgrow.

Mediacompaniescontinuetodiversifyandexpandtheir

platformsaslinearTVviewingfragmentstootherforms.WhileMediatradingcurrenciesmustreflecttherealityandtotality

broadcastershaveexperiencedrecordviewinglevelsthisyear-ofaudiencebehaviour.Contentprovidersandplatformsmust

witha19%peakupliftforUKlinearTVinAprilcomparedwithworktogetherinresponsetochangingaudiencebehaviourto

20191-theyYealsoexpandingvideo-on-demand(VOD)ensuremediaplanningandbuyingisbasedonthetotalityof

offerstoensureaudiencescanaccesstheirpremiumcontenttheaudience.Thisisevermorepressingasmediacompanies

whenever,whereverandonwhateverscreentheywant.likeDisneymovetheirstreamingbusinesstotheheartoftheir

growthstrategy.

ThesebroadcasterVODserviceshaveaccountedfora

disproportionatepartoftotalreportedviewinggrowthduringMeasurementacrossallscreensandplatformsmustbetaken

seriouslytounderstandviewermigrations.Withincreased

lockdowncomparedwithlinear.TheUKonlineshareoftotal

competitionforviewers*limitedtimeandwallets,allcontent

timespentfor20-49-year-oldsincreasedfrom4%to7%

providersandplatformownerswillfindrichervalueinatotal

duringApril20202.Theaudienceisalwaysinthedrivingseat.

viewoftheiraudience.

TVhasalwaysaidedtogetherness,buthouseholdsspending

moretimetogetherduring^tay-at-home,measuresmeantCanwehelp?

morewatchingTVtogether,deliveringanupliftinallTVand

videoviewing.InNorway,linearco-viewingincreasedfrom50%WeareincreasinglytransformingKantar'sTVaudience

to54%,andbroadcasterplayerco-viewingfrom57%to68%.measurementservicesintoholisticcross-platformTotal

Netflixenjoyeda10%upliftinhomeco-viewingonaTVsettoVideosolutions,andcontinuetocollaboratewithallindustry

56%duringlockdown,whileYouTubeco-viewingonaTVsetstakeholderstoprovideadeeperunderstandingofthe

increasedfrom32%to36%3.audiencebehindthescreen.

Increasedcompetitionisintensifyingthebattleforaudience

share.Some25%ofNorwegiansaged20-49watchedcontent

onbroadcasterplayersNetflixandYouTubeacrossanaverage

weekinMay.Althoughthisreducedto21%inSeptember,ifs1BARB

stillasignificantproportionwatchingcontentonallthree2BARBWeek13-17(23/03/20-26/04/20)

services.WithcontinuedcompetitioninthesubscriberVOD3KantarTVOVmeasurement,Norway

13

FROMACTIVISMTOACTION

Brandpurposemovesupagear

OurReputationIntelligenceplatformprovideskeyinsights

onbrands*socialmediaimpactandapowerfuldatabaseto

identifyandengagewiththeirinfluencers.

Oursustainabletransformationpracticeworkswith

FrancoisNicolonorganisationsinordertomeaningfullydefineand

Kantarpowerfullyactivatesustainabilitystrategy>

Thepolitical-mediaagendaisdrivingmediaaction.brand,QuakerOatsandparentcompanyPepsiCoinitiatedan

WishingtodifferentiatethemselvesinasaturatedmediaextensiverebrandingprocessinthewakeofBlackLivesMatter.

environment,brandsincreasinglysharetheiropinionsand

engageinthepublicpolicyarena.Theopportunitiesto

What'snext?

succeedorfailarereal,andwhilepassionforacausemaybe

strong,ifbrandsarealltalkandnoaction,theircredibilityAsadvertiserboycottssuchas#StopHateForProfithaveshown,a

willbeinquestion.Actionsspeaklouderthanwords.farcloseralignmentbetweenwhatbrandsclaimandthechannel

mixchosenisincreasinglyimportant.Brandsshouldconsider

Intheseextraordinarytimes,brandpurposehasneverbeen

howsocialplatformswithcriticalmasscansupportyourbrand

moreimportant.OurlatestBrandZstudyfindsthatacting

activismagenda,usinginfluencerswhoalignwithyourvalues.

responsiblyisthesinglelargestinfluenceonabrand's

reputation(49%1).BrandsseeactivismasawayofconnectingIn2021,theshiftfromtalktoactionwillmoveupagear

meaningfullywithconsumers,whotakeanincreasinglyactivistandthisappliestobrandsaswellasmediaowners;41%of

stancewhendecidingwhattobuy-atrendacceleratedbythemarketersbelievethatmanyonlineplatformsdon'tbalance

coronaviruspandemic.Some43%2ofFrenchconsumersliketotherighttofreespeechwithaneedtoprotectthesafetyof

buyfrombrandsengagedinsocialandenvironmentalissues,itsusersandadvertisers5.

comparedwith27.5%adecadeago,while63%3ofglobal

consumerspreferproductsandservicesthatofferwaysto

Canwehelp?

offsettheirenvironmentalimpact.

Socialmedia'sroleinbrandactivismisclear.With78%ofBrandsandorganisationsmustapplycampaignsconsistently

withmediaandinfluencersthatfittheirvalues,supported

consumersusingconsumer-generatedmediaasasource

byactionsthatshowbrandactivismishappening.Context,

ofnewsandinformation4,itprovidesauniquespacewhere

determiningtheoptimumfitofeachpartofyourmediamix

consumerscanbecomeinformedandengagedandexpress

theirviewsinaradicalway.withyourcorporatevalues,willbolsterabrand'sactionagenda.

Brands,too,havebecomemoreradical,workingwith

recognisedinfluencersalignedtotheircause.Butitcanbe

riskyandalienateconsumers.Theraisond/etreofbrandslike

Patagonia,VejaandTheBeautyCounterisintrinsic,whereas

campaignsfromothercompaniesmightbeperceivedas

opportunisticorinsincere.

Somecompaniesdostandoutintheirabilitytogiveconsumers

real-worldproofofresponsibleactionthough.Decathlon's,BrandZTop100MostValuableGlobalBrands2020

2KantarTGI(2020)

snorkellingmasksweretransformedintomakeshifthospital

3KantarCOVID-19Barometerwave3(9-20April2020)-corestudyof18markets

respiratorsduringtheearlypartofthepandemic,andafter4KantarTGIGlobalQuickView(25markets)

yearsofdebatingchangestoitscontroversialAuntJemima5KantarMediaReactions2020

15

THESOCIALMEDIADILEMMA

Buildingaudiencerelationshipsinadigitalfirstworld

Getfastandtimelyinsightsaboutyourbrandand

campaignswithcontinuousmeasurementfromour

brandguidancesystems»

Ourreal-timeReputationIntelligenceplatformenables

AnnaSalteryoutomanage,monitorandanalyseyourearnedmedia

Kantaracrossallchannelswithtimelyandtrusteddata»

TheindustryisfocusedonofferingsrevolvingaroundWhafsnext?

socialmediaandbuildingrelationshipswithawider

setofinfluencers.Whileonly2%ofourUKPRandEmergingdigitalplatformswillgainmoreimportancewithin

communicationsclientsfeeltheyengagewithafullyholisticcommunicationstrategiesandoverallmediaplanning,

diversesetofinfluencers,theyexpectthistoincreaseasbrandsembracemoreauthenticanddirectwaystoengage

eight-foldin2021\Butwithacleartrustgapamongwithconsumers.Influencerswillbeseenasalong-termstrategic

consumers,trustingthenewsandinformationtheyseeinopportunity,ratherthanjustashort-termtactic(seepage16).

print(+25%)farmorethanthatonsocialmedia(-16%)*2,

Brandsandorganisationsmustconsidertheimpactofan

isthistherightapproach?

integrated,connectedviewacrossallchannelsandformsand

Evenwiththedistrustofsocialmedia,ourCrossMediastudiesovercomeinternalsilostoharnesstheircommunicationsand

showitcanbethemostcost-effectivemediumforadvertising.digitalskills.Thiswillenablethemtobemoredynamicintheir

Itofferscreativeopportunitiestodisseminateandamplifypaidmediaplanning,andopen-mindedaboutthepaid-owned-eamed

andearnedmessaging-particularlyprevalentduringlockdownecosystemandhowchannels,contentanddisciplinescancreate

measuresasbrandsrespondedquicklytonewwaysofreachingsomethingthafsbiggerthanitsparts.

consumers.Assponsoredeventswereputonpauseinmany

markets,DHL,forexample,moveditsinvestmentintheF1Canwehelp?

championshiptoitsvirtualracingevents,watchedby

3.2millionacrossdifferentsocialplatforms.Clientsincreasinglyuseourbrandguidancesystemsfor

continuousbrandandcampaignmeasureme