Bethan Hockey.
Three emotional zones drive Australian entertainment consumption, as audiences become more selective about their viewing and listening habits, according to research by the Growth Distillery.
The study, conducted with The Research Agency, found 67% of Australians use entertainment to reset or recharge emotionally.
The research suggests audiences are demanding guaranteed emotional returns for their time investment as entertainment options multiply across streaming, gaming, music and sport.
"In an overloaded entertainment landscape spanning music, cinema, streaming, gaming and sport, audiences are increasingly unwilling to risk wasting their time and money on experiences that might disappoint," said Bethan Hockey, senior research director at The Growth Distillery.
The research identifies three distinct emotional zones: Anchor, which offers safety and familiarity to help slow down from overstimulation; Escape, which allows people to step outside themselves or disappear into another world; and Unleash, which amplifies feelings to counter numbness by giving permission to feel intensely.
For brands to succeed in crowded entertainment markets, the research suggests content must clearly communicate emotional benefits upfront and deliver on those promises to avoid audience disappointment and churn.
The study identifies 12 creative triggers that brands can use across the three zones to drive engagement in competitive markets.
"Brands that can both signal and consistently deliver on a clear emotional promise won't just win attention but they'll earn trust, loyalty and cultural cut-through," Hockey said.
The Growth Distillery operates as an independent research organisation powered by News Corp Australia, focusing on consumer behaviour and market trends.
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