Competitive Trends
Entertainment
- Top Competitors: Netflix, Hulu, Disney+, Tubi, Philo, Pluto TV, Starz, Sling, Crackle, Paramount Network, SyFy, BET Now, Shudder, Vudu View competitive videos here
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Entertainment Trends
- Movie Trailers: Videos with movie trailer-style content, featuring multiple titles. (Vudu, Pluto, Shudder, Netflix, Sundance Now)
- Promoting Exclusive Content: Videos or images promoting exclusive or original content. (Hulu, Vudu, Netflix, Starz, BET, Crackle)
- Special Offers: Videos or images with special offers. (Netflix, Hulu, Philo, Starz)
- Competitive: Videos or images comparing prices to competitors or cable. (Sling, Hulu, Pluto)
- Movie Poster: Images leveraging a singular movie or TV series to promote the service. (Vudu, Hulu)
- Genre content: Video or images promoting a specific genre (sports, horror, etc.). (Sling, Shudder, Hulu)
- Shared Passion: Videos or images that engage passion communities (e.g., Star Wars fans) with quizzes, trivia, and profiles. (SyFy)
User Motivations
- What are you looking for in an Entertainment app?
- Something to put myself in a positive mood
- Background noise until I finally fall asleep
- Escape the commute Relax and enjoy some “Me Time”
- Looking for a good action/family movie
- Reality TV Something short before work
- “Anything to help me wind down from work”
- Why do you open an Entertainment app?
- Unwind/settle in
- Relax and escape
- A quick laugh
- What need are you fulfilling when using an entertainment app?
- Eliminate boredom:
- I need my time to not worry about anything and just relax, catch my breath, be lazy and pamper myself
- Elevate mood + aid sleep:
- Laugh and have good thoughts before going to bed
- Access to content:</strong
- Fulfills some nostalgia of shows I used to watch with family or siblings growing up
- Catch up on new/old movies I haven’t seen before
- I am able to select from a huge pool of movies and shows and I am not limited to what I can and can’t watch
- Find movies I might have a hard time finding on another service
Concept: “Only on…” / “Not on…”
- Focus on exclusive content. User profiles suggest hard-to-find content is a big reason for using multiple entertainment apps:
- “Only on…”, “Only free on”, “Not on …” are all appropriate messages
- Images:
- Leverage specific exclusive titles, especially if those that are free to watch
- Feature hard-to-find titles that have remakes/sequels that competitors are hyping, e.g. Tubi promoting the original “Dolemite” when Netflix went all out on “Dolemite is My Name”
- Video trailers:
- 00:15-00:30 second trailers that feature a combination of scenes and dialogue from multiple movies and alongside “Only on…” or “Not on…” messaging.
- Insight:
- Given the popularity of Netflix and Disney+, it may be advisable to target them as competitors
Concept: Character Countdown
- Feature characters such as Luka, Pirato, Akwa and Atlantus in a countdown of best characters, powers and/or weapons:
- Showcases animation style, range of characters and/or powers
- Humorous voice over
- Generates higher engagement (curiosity over rankings)
- Competitor/Share of Voice:
- Rise of Kingdoms: 28% SOV
Concept: Genre-Focused Creative
- Evolve current movie poster creative to focus on genres and seasonal titles, from Black cinema and Nostalgia TV to Academy Award-winners and seasonal/holidays:
- Users sees specific genres not necessarily available on category leaders such as Netflix & Hulu
- Image ads include:
- Awards season focus on Oscar-winning titles, e.g. Chinatown. Movie poster or multiple titles
- Seasonal focus: summer blockbusters, holiday movies, etc…
- Call out unique genre titles available
- Videos:</strong
- 00:15-00:30 second trailers hype specific genres and seasonal offerings with scenes/dialogue from multiple titles
Concept: Creativo Centrado en el Genero
- Evolve current movie poster creative to focus on genres and seasonal titles in video and image creative, specifically targeting Spanish-speaking audiences:
- Memes with captions in Spanish
- Genres focused on Spanish-speakers, e.g.:
- Para niños y familias
- Peliculas en Español
- Telenovelas y series
Concept: Shared Passion
- User profiles suggest a love a of nostalgia, old movies and TV series. Let’s reward that passion by using memes, quizzes and trivia to engage film buffs, movie fans and TV addicts:
- Expand memes to use scenes from nostalgic TV and film
- Simple quizzes about old and new films and TV shows:
- What actor starred in Greatest American Hero?
- Random trivia about new and old genres:
- John Travolta turned down the role of Forrest Gump. (Photoshop his face into iconic Tom Hanks pic?)
- Combine with competitive “Only on…” or “Not on…” messaging.
- Insight:
- SyFy and Shudder are currently running similar campaigns
To See More Entertainment Trends
- Section 1: Why Creative Is So Important
- Creative Tunnel Vision and How to Overcome It
- Section 2: Inspiration for Entertainment Game Ads – Facebook and Google
- Entertainment Games Competitors We Studied
- Entertainment Games Competitive Trends
- Entertainment Games Creative Concepts We Recommend
- Section 3: Using Player Profiles for Market Segmentation and Creative Targeting
- Pasta Sauce, Pickles, and Howard Moskowitz
- Horizontal Segmentation for Facebook User Acquisition
- Game Theory and User Behavior Models
- People Can’t Always Tell You What They Really Want
- Player Profiles as UA Creative Strategy 2.0
- Section 4: Creative Testing and Why the Control is So Hard to Beat
- Statistical Significance vs Cost-Effective Approach
- How We’ve Been Testing Creative Until Now
- Creative Testing 2.0
- Conclusion
- Special Offers
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