Industry Insights and Trends
That Define These Challenging Times

Discover how consumer purchase behavior and media consumption
are evolving as a result of the global pandemic.

Given the challenges we’re facing in all aspects of life, it’s no surprise that we’re seeing drastic shifts in consumption and behavior in our industry. It’s important to stay up-to-date with trends in the space, so that we can work with advertisers to provide the most effective campaigns across Connected TV and second-screen devices.

In the below, we aim to capture some of the most topical and relevant trends and statistics that we’re seeing during these challenging times so that advertisers have a better understanding how to best adapt and optimize their campaigns.

Additionally, a new survey from our colleagues at Unruly revealed that consumers are spending a lot more time than before on Connected TV and second-screen devices. Check out the complete survey results!

Bookmark this page and stay tuned for more updated insights and trends.


Latest Trends & Insights

HBO Max’s Price Too High for Most Americans’ Streaming Budgets (Bloomberg)

  • 51% of Americans spend $15 or less on streaming platforms per month
  • 74% spend $25 or less, meaning only about a quarter of respondents would be willing to carry both HBO Max ($15) and Netflix’s most commonly-used $13 plan
  • When ranking by “essential” services, HBO Max came in behind Netflix, Disney+, Hulu, and Amazon Prime Video

PlaceIQ: Getting Away: Moving From Cities

  • When looking at residence changes during the pandemic, the biggest gainers seem to be warm-weather environs like AZ, FL, NV, and TX
  • Some of this population may be traditional snowbirds who are relocating out of season, potentially shifting the population balance from urban centers to warmer vacation-type areas
  • On the auto front, traffic to dealerships has nearly returned to its pre-COVID levels:

It Pays To Be Brand That Helps Others (MediaPost)

  • Brands that incorporate charitable donations into their business model stand to benefit during this difficult time
  • 91% of consumers claimed a high likelihood to switch loyalty to brands that support good causes

Additional brand benefits include:

  • Attracting “purpose-driven” customers, who, according to Nielsen, include the ⅔ of consumers who will pay more for products/services that make a positive social impact
  • Boosting brand recall through recognizable programs like TOMS’ “buy one, give one”
  • Standing up for causes the company (and its consumers) believe in

Best Practices For Virtual Experiences (MediaPost)

As brands have shifted experiential marketing budgets to virtual events, there are a number of best practices to keep in mind for a quality audience experience:

  • Focus on storytelling: despite the limitations of a virtual environment, attendees should feel like they’re in a new environment with a cohesive narrative and transitional moments to drive home the experience
  • Account for A/V quality: as most of us can now attest, a poor connection or A/V setup can immediately sap the productivity out of a business call, and this is even more important for an experiential marketing event when attendees may not be as forgiving as business colleagues
  • Consider the before and after: setting clear expectations upfront for what the event is (and is not) is important to ensure attendees feel the event was a good use of their time. Afterwards, finding creative ways to share small snapshots of the experience via social media or paid media can extend the lifespan of the event and lead into the brand’s next event
  • Engage the audience: opportunities to allow attendee participation, keeping in mind the need for moderation and keeping content brand safe, can elevate the experience to truly memorable status and help consumers feel like part of the brand’s team

Google Sued Over Location Privacy By Arizona Attorney General (MediaPost)

  • Arizona’s attorney General claims Google deceived Android users in an attempt to gain and leverage location data
  • Google disputes the lawsuit as a mischaracterization of their services, but according to a 2018 AP report, even users who had tried to turn off their location sharing services were still in many cases being tracked by the company

Live TV Sports Is Back, NASCAR Races To Higher Viewing (MediaPost)

  • NASCAR’s return saw similar success to recent sporting content like The Last Dance and the NFL Draft, with 6.3MM viewers tuning into the Real Heroes 400 on FOX

Prime-Time TV Season Ends Down 5%, Fox Leads Among 18-49 Viewers (MediaPost)

  • 5% decline in broadcast viewership for the primetime TV season that just came to a close
  • FOX was the only broadcast net to see an increase in A18-49 ratings, thanks in large part to their ownership of the Super Bowl this year, alongside Thursday Night Football and The Masked Singer

Travel’s Path Forward (Skift Research Webinar)

  • 46% drop in travel incidence (50+ miles from home, 1+ night) in January
  • 19% drop in travel incidence in April, suggesting we may be nearing a turnaround
  • There was a slight uptick in new travel booking in March/April, with travelers potentially lured by low prices
  • Skift saw increased optimism about the economy and personal financial security compared to the prior two months
  • Branded hotel chains were deemed the safest for limiting potential exposure to coronavirus
  • All-inclusive hotels/resort bookings are up due to the concept of “enclosed tourism”- this creates a proxy for isolation where travelers don’t have to leave the property and can stay for a week and head right home

Placed COVID-19 Weekly Update

  • Looking to Southern states that are leading re-opening efforts may provide clues to other regions to follow
  • While still below pre-pandemic levels, visits to restaurants, health/beauty services, and gyms are all bouncing back at varying rates, suggesting enthusiasm among a population that has been cooped up for the last two months

Pandemic Permanently Alters Gen Z (MediaPost)

  • While mortality rates for COVID-19 are much higher among older generations, Gen Z stands to be impacted incredibly heavily due to how many of them are in periods of transition that have been interrupted or permanently altered. A few key callouts with regard to the new reality for Gen Z
  • Due to delays in education, jobs, and finding their own living arrangements, some Gen Zers may be stuck in a teen mentality into their 20s, reliant on parents and unable to make the same purchasing decisions they may have expected pre-COVID
  • This may trickle down into Gen Zers’ ability to leave the house on a regular basis for travel, work, or pleasure
  • Stress levels across many generations may be heavily impacted, but experts expect a lingering mental health crisis among young adults that could persist for years or decades ahead

Be sure to bookmark this page for updated trends. Visit Page 2 for more general and archival trends from recent weeks.