ABOUT

BRIEF
Faced with a global pandemic the entertainment industry was disrupted with the closure of cinemas and retailers, meaning the industry had to reach consumers through other means such as; home subscriptions and on-demand channels.

Despite an increase in the number of people turning to these channels, there was still a large number of consumers who were not engaging with video.

The British Association for Screen Entertainment (BASE) tasked Rare: Consulting with finding who these consumers are, how best to re-engage them and encourage long-term habit post COVID-19 to help inform future campaign strategies.

STRATEGY
To investigate BASE’s queries, we designed and implemented a quantitative survey to 950 UK respondents who were 18+ years of age.

The survey focused on choice drivers for choosing digital formats to engage with new TV shows & films, allowing us to understand how consumer behaviour had changed since COVID-19.

With this information, we were then able to screen the respondents based on people who had digitally bought or rented films / TV shows for the first time since January 2020, which we presented back to the client to help inform their marketing strategies.

FEEDBACK
“Needing a quick dive into new consumer engagement trends, helping to understand motivations and intention for purchase, Rare: were able to quickly deliver a versatile questionnaire providing key data points to help our members who had a variety of different requirements. Their ability to understand the nuances of a complex industry ensured a smooth and speedy process and enabled us to speak to a robust sample of a very targeted group of consumers.

With an executive summary supported by a full suite of data files, outputs from this research will help drive forward marketing initiatives.

As we exit the pandemic period, learnings from consumer behaviours over the past year and how these have evolved will ensure we are prepared to meet the changing nature of the home entertainment sector within 2021.”
— BRITISH ASSOCIATION FOR SCREEN ENTERTAINMENT