Media & Entertainment - Industry Report - Talkwalker
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Industry Report Media & Entertainment Fun 2.0: re-inventing entertainment in a pandemic world Report Title | Sub-Slogan 1
Introduction
2020 was a year of contrasts for the media & entertainment industry. While half of its businesses laid dormant,
with concert halls, movie theaters and theme parks deemed non-essential in the midst of the pandemic, the rest of
the sector, from gaming companies to music producers, was busy figuring how to feed an exponential demand for
information on the pandemic and online leisure while driving their business.
Many brands now fear the unknown: how will the consumer emerge once the current restrictions are lifted worldwide?
How will they be able to benefit from the reopening, to relaunch in a post-COVID society?
In this report, we have analyzed millions of consumer conversations, from social media to blogs, forums and news sites,
to track how behavior has changed over the past year and identify the most relevant conversational trends brands can
leverage to retain customers, drive revenue, and reduce costs.
We’ve broken down our analysis into five key sections:
• Overarching conversations - Music, movies and TV shows become remedies for pandemic stresses
• Sports - When events move online: the reign of esports, virtual events and streaming platforms
• TV Shows & Movies - When OTT platforms redefine the entertainment industry
• Music - What do artists do when there are no live concerts?
• Media - The rise of audio (and Clubhouse)
2
Overarching industry
conversations - Music, movies
and TV shows become remedies
for pandemic stresses
In a year of global crisis, media & entertainment played a big role in helping people cope with sudden lifestyle changes
and uncertainty, while also keeping them informed about the pandemic.
In March 2020, COVID-19 conversations formed a large chunk of the media & entertainment discussions, with around
28% of the conversations related to the pandemic. Music, movies and TV shows were the outlets that people turned to
in order to have a sense of normalcy in their lives, and they extensively discussed their favorites on social platforms of all
kinds.
Fast forward to 2021, and Conversation Clusters shows that people are less concerned about the pandemic. COVID-19 is
still part of the discussions, albeit in the periphery - current developments like vaccinations and the continued need for
masks are the themes.
People have exhausted their cache of entertainment and are craving more content, eagerly anticipating new releases
of their favorite TV shows and movies. More than a quarter of the conversations encompassed movies and TV shows,
while music continues to soothe people as lockdowns persist. With the restarting of sports in mid-2020, the excitement
at the culmination of annual sporting seasons, especially European soccer, has crept up in the conversations.
3
Music, movies and TV shows were trounced by COVID-19
conversations at the onset of the pandemic (period: Feb-Mar 2020,
Talkwalker Conversation Clusters).
At the beginning of 2021, COVID became less of a concern as music, movies & TV shows
became the best medicine for the pandemic
(period: Feb-Mar 2020, Talkwalker Conversation Clusters).
4
Sports - When events move online:
the reign of esports, virtual events
and streaming platforms
As the world continues its transition back to in-person events, entertainment remains at a hybrid stage. Gaming and
esports have become a (even more) major source of entertainment and community across all age ranges, while
traditional sports leagues are still looking for the right balance between physical events and the safety of the
attendees.
The emergence of esports and the eSerie A TIM
With gaming gaining a place in many households throughout the last year, we decided to map the conversations
around the industry. As shown below, many people today are discussing the benefits of gaming, watching videos of
streamers playing a variety of games, and joining communities of gamers. We also saw the rise in popularity of indie
games such as Among Us, Hades, and Fall Guys, as players around the world craved new ideas from the gaming
world.
Main conversations around the realm of gaming and esports between January and April 2021
were captured through Conversation Clusters.
5
An interesting cluster was that of esports, as it attracted the usual gaming crowd but also viewers of live sports, given
the many complications of watching and attending these events in the last few months. In Italy, the professional foot-
ball league, the Serie A, launched their esports initiative to get closer to their audience during a time when they could
not visit the stadium, with each Serie A team creating its own esports equivalent to represent them in this new digital
competition.
The eSerie A TIM competition is played on both PES 2021 and FIFA 2021. In this case, the PES account retweeted the
seasonal tournament draw and got over 5K engagements on Twitter, as Serie A teams also joined in to
spread the word.
Conversations in the last few months have grown with the beginning of the season. There was an initial spike in Febru-
ary, when the official account of the Serie A league tweeted about the online tournament draw, with fans clamoring
for this new event. Partners such as Pro Evolution Soccer (PES), the football simulation video game where this
tournament takes place, as well as Serie A teams like AC Milan, joined in spreading the buzz.
In the first quarter of the year, we saw how the teams were a
big part of conversations around the eSerie A TIM, and Atalanta
and Sampdoria were the most mentioned.
6
Seeing the conversations around the eSerie A TIM, we found the 10 most popular teams, with Atalanta at the top as
people viewed and commented on the highlights of a game in mid-March between this team and Inter for the
bracket playoffs.
As the eSerie A TIM continues to grow its audience, partnering with video game platforms as well as local teams and
sponsors will help bring bigger audiences to watch the matches on the league’s Twitch and YouTube channels.
Streamers are the new influencers
With users having more time on their hands due to lockdown or other restrictions, and platforms like TikTok, Instagram
Reels, YouTube, and Twitch at their disposal, there was a significant uptick in the production of user-generated content
across the web.
Large numbers of influencers took on the hobby of making videos and posting remixes, yet the most popular format
seemed to be live-streaming, especially on platforms such as YouTube and Twitch. A good example of this trend is
Ludwig Ahgren, an American streamer who decided to launch a “subathon” on Twitch, a sort of telethon in which he
would stay on air for 20 additional seconds with each new subscription he received.
Twitch tweeted a goodnight message to Ludwig Ahgren only two days into his livestream and got over 62K
engagements, as seen on the virality map above.
Ludwig Ahgren completed 31 straight days of streaming, a feat that has raised his rank from the 11th most popular
English-language channel to the top most subscribed streamer on Twitch. Only two days into his subathon, the official
Twitch account tweeted a goodnight message to him, which got over 62K engagements.
7
Talkwalker’s image and video recognition feature allowed us to find what brands are being
shown in the most engaging posts on Ahgren’s subathon, and Twitch is clearly dominating
this conversation.
The subathon itself has not only raised Ludwig’s popularity, but it has also made more people talk about the platform.
As shown on the most engaging posts around his subathon, the Twitch logo has popped-up in many conversations.
With people more and more interested in video, and in live-streaming, brands will have to monitor how their logos
are being presented on-screen when thousands of viewers are watching, or find ways to become part of these
conversations.
Safety as a key aspect of live events
As the sports industry looks for ways to bring people back into stadiums, we have seen events like the Super Bowl and
the Australian Open limiting the number of attendees at their events to reduce risk of contamination. Even though
vaccination efforts at a global level are underway, sports authorities are still taking precautions to promote a safe
environment for attendees.
In the United States, Major League Baseball’s return was highly anticipated, given the previous cancellation of the MLB
spring training, as well as the delay of the start of the season due to the pandemic. In April, players and fans alike were
able to return to the stadium in some capacity, thanks to an array of safety measures.
8
Masks were the prevalent topic of
consumer conversations around
the restart of MLB games, followed
closely by the limited audience
accepted in stadiums.
Of the variety of safety measures and protocols that were implemented for the MLB games, masks covered one
third of conversations, as people had to use them throughout the game, unless they were consuming food or a drink.
Many stadiums decided to open stadiums to fans at a 25% capacity, to maintain social distancing measures. Another
important measure has been to keep all areas as clean and sanitized as possible, with hand sanitizer dispensers widely
available and multiple sweeps of restrooms and other facilities throughout the game.
New York launched a vaccine passport application, generating over 45K engagements, as it
explores the best way to show negative COVID-19 results and vaccination records for events.
One of the least discussed measures so far, is showing a negative PCR test or proof of vaccination to enter the
establishments. As more people receive vaccines around the world, many countries are trying to find the best way for
people to carry around this proof of immunity, or show results of recent tests. The state of New York recently launched
the Excelsior Pass, an app that allows people to show their vaccination status for large-scale venues.
As time passes, we will see conversations around these different measures shift, and brands will need to constantly
monitor their industry to make sure they apply the most effective measures, to keep event attendees safe and content.
9
Tokyo Olympics limited to a live local audience
After being postponed for a year, the Tokyo Olympics will finally take place on July 23rd. Promoting a safe environment
for athletes, staff, and viewers can occur in different ways, and the questions about how the event will take place have
been answered.
Following many conversations about who will be able to view the different sports live in Tokyo, the organizing
committee made the choice to exclude foreign spectators from the event. The announcement led to a spike in
conversations around the Olympics on March 20th, with over 23K mentions of the event during that day.
Our Virality Map showed how a Wall Street Journal article on the topic of no international spectators for the
Tokyo Olympics received 5.3K engagements.
With the decision going viral, it is important to highlight that 4.5 million Japanese people hold a ticket for the event,
and over 1 million overseas spectators will be able to receive a refund due to the situation. As shown on the share
of countries chart, conversations around the Tokyo Olympics have been significantly greater in Japan than in other
countries.
Communication is a key factor when it comes to promoting these events and announcing important decisions. As the
start date approaches, the organizing committee, brands sponsoring the event, and its athletes will need to monitor
where most of the conversations take place, and the effect that this ‘local-only’ event will have on overall engagement
with the Tokyo Olympics 2021.
Most conversations around the Tokyo
Olympics are happening locally,
showing a genuine interest from the
Japanese community in the sports
event of the summer.
10Redefining the audience of award ceremonies
We have already witnessed the effect that the COVID-19 pandemic has had on the entertainment industry. Movie
theaters and concert venues closed, and studios and record labels are still deciding on the best ways to release content
to the public.
The Emmys - traditionally the first of the big awards - was held behind closed doors in September 2020. Winners made
their acceptance speeches remotely, as the “virtual” Emmys garnered 2.3M mentions.
2021’s award ceremonies were also off to a rocky start. Events like the Grammys and the Screen Actors Guild got pushed
back from the original dates in January, to March and April, respectively. However, with new dates and artists actually
attending, there has been a clear revival compared to the Emmys, as the Grammys garnered nearly 35M mentions.
The Grammy Awards got the greatest share of conversations, with the Golden Globes coming in second.
Although there is chatter around the events before they occur, the majority of the conversations happen on the night of
the event itself, and the days after. With people discussing the different events, we focused on the Grammys to find out
which celebrities were talked about the most. For an event that has struggled in the past to get younger generations
engaged, the participation of celebrities like Harry Styles, Taylor Swift, Beyoncé, and Dua Lipa turned the tide. This year’s
Grammy Awards were mostly discussed by people aged 18-24 (Generation Z), and these artists were at the center of the
conversations.
Harry Styles, Taylor Swift, and Beyoncé were the most mentioned celebrities around the Grammy Awards,
and Generation Z was the most active in online conversations.
Looking into the future, brands that are a part of award ceremonies, regardless of their format, will need to ensure their
content is attractive for younger generations, as the events represent an important tradition within the entertainment
industry.
11TV Shows & Movies - When
OTT platforms redefine the
entertainment industry
OTT platforms - Netflix remains robust as new players make inroads
While the last year has seen a number of new players making their entry into the OTT space, as of the first quarter of
2021, Netflix is still leading the way in terms of share of voice of OTT brand mentions, with 59% of the online conversations
around the world..
HBO Max was able to steal only a bit of the limelight, especially with the much anticipated Zack Snyder’s Justice League
being released. The streaming service is currently available in the US only, but has still managed to create considerable
buzz online. Amazon Prime has fallen behind the leaders, with even Hulu having a larger share of the pie.
Netflix witnessed spikes in mentions with success at the Golden Globes, and because they cracked down on
sharing accounts. Meanwhile, newcomer Paramount+ created buzz by reviving classics in their repertoire.
TV shows - Period dramas have gotten viewers hooked
As Netflix was the clear winner in terms of streaming
platforms, it came as no surprise that Netflix original
shows played a huge role in ramping up the
conversations. Among the top Netflix shows, hugely
successful The Crown ruled on social media, with its
fourth season on the platform.
However, the new phenomenon, Bridgerton threatens to
stake a claim in terms of online mentions, and has already
smashed the record for highest viewership on Netflix,
with 82M households having watched it. The streaming
service promptly tweeted a grateful response to the love
from their viewers with a compilation of Bridgerton user-
generated content. Netflix’s UGC-laden tweet thanking viewers for making
Bridgerton their biggest show.
12The Crown continued its success with its fourth season,
while Bridgerton became the next big sensation, posing a
threat to The Crown’s social media throne.
The Crown was in the news as it took home Golden Globe awards in the most coveted categories of best drama series,
best actress, best actor, and best supporting actress.
On the other hand Bridgerton’s buzz came straight from the voice of the fans. Key sentiment drivers indicated fans’
elation as the series was renewed for a second season, but disappointment at the announcement that one of the
leading stars of the show, Regé-Jean Page, would not be returning.
Negative sentiment was clear to see with regard to Regé-Jean Page not returning for
Bridgerton’s second season, as one fan said they would also not be returning.TV shows evoking nostalgia among fans
One of 2020’s key social media trends, nostalgia, has trickled its way into the entertainment industry as well. Reunions
and spin-offs have long been in demand from fans for their favorite franchises. Some have been heard and delivered
in one format or the other. Fuller House spun off the original 90s hit family sitcom, Full House, while Sex & the City came
out with a movie in 2008, 4 years after the series finale. Seinfeld had a reunion in the form of a crossover of sorts in Larry
David’s Curb your Enthusiasm.
The latest classic to treat their fans with a much awaited reunion is Friends. The show announced the completion of
shooting in early March 2021, generating nearly 10K mentions, with the announcement itself amassing more than 50K
engagements in a couple of days. The virality map broken down by sentiment for “Friends: The Reunion” shows that it
could be a welcome boost to ardent fans stuck in the second gear during the pandemic.
Friends: The Reunion garnered substantial engagement with positive
sentiment showing that fans are eager for some nostalgia.
14Movies - Filmmakers experiment with OTT-only, theater-only, and OTT-theater simultaneous releases
Movie industries around the world have faced many difficulties over the last year, with production delays, cancellations
and not to mention theater releases being cancelled or delayed.
Many production companies have made the difficult choice of having to release their movies exclusively on OTT
platforms, with box office revenue taking a hit. With the new year, we saw hope on the horizon, as theaters cautiously
reopened across the globe. Fans are certainly excited about going to the movies again, with 42% positive sentiment
around the topic. Mentions for theaters reopening were filled with joy and love - nearly 60% of the share of emotions.
The latest blockbuster, Godzilla vs. Kong was released
simultaneously in theaters and on HBO Max for a limited
period (more details to come on this specific release in
a later section of the report). Still, a lot of movies were
released on OTT-only, with the much anticipated Zack
Snyder’s Justice League releasing on HBO Max in March
2021.
The most prominent movie in terms of online buzz in Q1
2021, however, came from the South Indian film industry.
“Master”, a blockbuster starring two of the industry’s
leading stars, Vijay and Vijay Sethupathi, had an initial
theater-only release in January 2021 after a string of
delays due to COVID-19, and was then released on
Amazon Prime Video a month later.
Fans are ready to go to the movies again, as joy and love
dominate the emotions around the reopening of theaters.
#Master emerges as the leader among top hashtags around movies and TV shows in the first quarter of
2021.
15Master movie mobilizes fan armies through clever release staging
The Indian blockbuster “Master” was released in theaters on January 13th 2021, coinciding with Pongal - the Tamil New
Year. It may have been a new year treat for fans, but this was only a culmination of the excitement that was built over
the course of 2020, as shown in the chart below.
The music for the movie was released in early 2020, followed by poster reveals and teaser trailers. The poster release
was particularly well planned, as it came out on the birthday of the movie’s protagonist. Vijay’s popularity among the
masses is astounding, with several online fan clubs dedicated to the artist, with his fame also reaching overseas - 2 of
his recent films earning over $10M from abroad. When the poster was revealed, fans, celebrities and others shared their
good wishes for Vijay on social media, with posts featuring the Master poster.
The well-executed release turned out to be the most successful piece of promotion for the movie, with mentions
surpassing the trailers and the release of the movie itself.
Master promotions peppered over the course of last year and the beginning of 2021 surely
played their part in the success of the movie in the box office
Another part of the promotion campaign related to its original soundtrack, with one particular song, “Vaathi Coming”,
continuing to be popular. The eye-catching dance routine seen in the movie was recreated and shared as user-
generated-content. Reality TV shows, sporting teams, celebrities, and fans in general are still posting their content online.
Vaathi Coming results in the last month alone amounted to more than a half million.
Visual analytics showed the popularity of Master’s “Vaathi Coming” song
through the dance routine being recreated as UGC.
Over the course of the last 13 months, Master garnered over 11M mentions, and engagement of nearly 50M. In a
pandemic year, with delays in production and postponement of releases, the movie was received with 59% positive
sentiment and only 1% negative. Social buzz translated into box office success as it went on to earn around INR 3 billion
(roughly $40M) worldwide. Periodic updates about the movie lifted the spirits of fans as they looked out for a light at the
end of the pandemic tunnel.
Paying attention to the voice of the customer, and building campaigns and events around what appeals to them goes
a long way in ensuring success, even during crises. Master achieved that specifically by timing the promotions and
release during meaningful occasions for the public.
16When Godzilla & Kong go head-to-head with the Justice League
As far as Hollywood movies were concerned, in the last 3 months a number of new movies have been part of the
conversations on social media, with the likes of Palmer, Minari, Judas and the Black Messiah, and The Little Things all
receiving considerable buzz. However, as the theme cloud below shows, the two that are clearly going head-to-head
on social media are Zack Snyder’s Justice League and Godzilla vs. Kong.
Godzilla vs. Kong goes head-to-head with Zack Snyder’s Justice League in the fight for the most
popular movie in terms of online mentions.
Zack Snyder’s Justice League built anticipation perfectly with their teasers
Zack Snyder’s Justice League finally saw the light of day in March. The director had to leave the production of the movie
back in 2017, due to a personal tragedy. Fans were not too happy when it became clear that the theatrical release was
drastically different from Snyder’s original version.
#ReleaseSnyderCut turned into a fan-led hashtag campaign, which bore fruit last year in May when Warner Bros. and
HBO Max announced the release. At the time, the news generated nearly half a million mentions in a single week. Yet
these results paled in comparison with the launch of the much awaited trailer in February, with a whopping 1.3M results
in under seven days, and positive sentiment of more than 20%.
The buildup of excitement for Zack Snyder’s Justice League was clear to see, and Jared Leto’s
Joker became the most anticipated feature for #SnyderCut.
17The bell’s been rung.
The production team did a great job of building up the moment. They started with the reveal of Jared Leto’s Joker in a
photograph, and progressively released daily teasers before the actual trailer. As seen in the chart above, results spiked
at each event, and reached a pinnacle with the trailer on Valentine’s Day. The trailer also ended with Jared Leto’s Joker,
who was not part of the original movie, but was clearly the highlight of the release, second only to Zack Snyder in terms
of the most popular personalities around Justice League.
The trailer for Zack Snyder’s Justice League received more than 10M views as it went viral on Twitter,
with 172K engagements.
The trailer’s release is a great example of how to build excitement for an upcoming event. Anticipation for #SnyderCut
in March 2021 is truly palpable, with nearly 40% of mentions themed around being happy, ready and excited for Zack
Snyder’s Justice League.
The movie went on to generate buzz amounting to more than 7M results, with a peak of 2M around the time of its
release. With nearly a quarter of the mentions being positive, fans were finally rewarded for their patience, but were left
wanting more from a Snyderverse that WB decided to discontinue (for now).
18Godzilla vs. Kong providing hope for a box office revival
Godzilla vs. Kong was one of the first big Hollywood movies to hit the theaters during the pandemic. The release was
received with much excitement, the likes of which may have not been seen in normal circumstances. WB promoted the
movie with two hashtags for the two beasts. #TeamGodzilla and #TeamKong were pitted against each other, and there
seemed to be an early winner at least on social media. They used the strategy effectively to generate considerable
engagement to build buzz around the movie, giving another reason for fans to watch the movie and find out who
actually comes out on top.
The movie generated nearly 4M views around its release.
#TeamGodzilla and #TeamKong generated a combined
1.2M in engagement, with a fairly equal share. However,
(spoiler alert) #TeamKong saw a peak in engagement
after the international release, while #TeamGodzilla
received a boost after the US release - fans could not
stop talking about the movie even after seeing it. With the
movie destined for box office success, we can confidently
say that their online campaigns were also successful
based on the 30M engagement it garnered.
The Godzilla vs. Kong trailer released in late January 2021,
earned more than 80K in entertainment.
The makers of Godzilla vs. Kong pitted the two beasts against each other even on social media -
Kong fans roared internationally while Godzilla fans bellowed in the US.
19Music - What do artists do
when there are no live concerts?
Music has been a constant source of inspiration and encouragement for people during the pandemic. It has always
been a big influence on the state of mind of consumers, and when we combine that with social media influencers, it
becomes a powerful formula for companies wanting to resonate with their audience.
Be it musical artists, non-musical personalities or the general public, music as a topic of discussion builds substantial
amounts of engagement. The influencer network below highlights all three of these aspects -
1. The evergreen influence of BTS is clearly seen, as content created by their fan accounts and K-Pop specific
chart pages are amplified extensively. Artists like Lil Naz X, Cardi B and Taylor Swift have a huge fan following,
which is plain to see in the networks.
2. Personalities like Elon Musk expressing his love for music resonates with his massive audience.
3. Posts created by the general public are amplified by their large number of followers.
Influencer networks are a great way to identify the appropriate influencer who will amplify a brand’s message, and
when they partner with popular artists their reach becomes almost universal.
The influencer network of the music industry showcases music’s universal reach, as music charts, artists, other
personalities, fan accounts, and public profiles all emerged as strong creators of engagement.
20BTS has been in the forefront of music conversations for a number of years now, with their popularity reaching a global
scale, evidenced by the nearly 50M mentions in March 2021 alone. Coca-Cola joined the K-Pop revolution in January
2021, to leverage BTS’ fame and influence with a global campaign called #TurnUpYourRhythm, starting in Indonesia.
The Indonesian campaign dubbed #HidupkanSemangatmu generated nearly 183K engagements on Twitter, with buzz
spreading in the APAC region, as shown in the virality map below.
Coca-Cola Indonesia debuted the #TurnUpYourRhythm campaign featuring BTS on
the soundtrack, as the official tweet went viral through the APAC region.
Online concerts provide opportunities for a wider variety of artists, as in-person events are restricted
The music industry has had to pivot to online channels since March 2020, given the cancellation of in-person events
around the globe. Even though concerts and music festivals have either been postponed, cancelled or moved to an
online format, conversations around concerts have not dialed down in the past year, with 78M conversations around
these live events.
The way that the music industry has quickly adapted can be shown by NPR Music’s Tiny Desk Concerts. Since 2008,
this setting has hosted over 900 performances, and shared them later on YouTube. With the pandemic, artists could no
longer be brought in for live concerts, but NPR decided to use this as an opportunity to connect with a wider range of
artists, having them perform from their own homes or spaces, and sharing it on their YouTube channel.
Conversations around this topic would peak every time NPR released a new concert,
showing people’s engagement with the brand on each new release.
21Tiny Desk Concerts expanded with their new format, and have gotten over 2.6M mentions in the past year. With big
artists like BTS, Billie Eilish or Ozuna performing from their homes, NPR has managed to maintain variety around its new
series of concerts, and as shown above, each new release is received with engagement from fans.
Artists related to Tiny Desk Concerts have been discussed in a positive light, as viewers
enjoy their performances or ask for their favorite artist to be featured next.
As artists keep looking for venues to showcase their latest albums, engage with their fans, and even reach new
audiences, online channels provide a great opportunity. Moving forward, with the return of in-person events, it will
be important to compare the engagement that artists receive through virtual performances and through old-school
concerts.
22Media - The rise of audio
The growing world of audio news
As news and entertainment continues to adapt to new formats, podcasts have emerged in the past five years as a
great source for all kinds of content. By the end of 2021, it is expected that this will be a billion-dollar industry. According
to the University of Canberra, 41% of news consumers globally listened to podcasts in 2020, a wide audience that news
providers must cater to.
In terms of global share of voice, Spotify has dominated the conversations around
podcasts over the last six months.
Competition in the podcast realm is high, with big brands like YouTube, Spotify, Apple, and Google dominating the larger
share of the market. In the past 6 months we have seen over 5 million mentions of podcasts related to these companies,
as well as a growing trend starting in January 2021. As news and entertainment companies launch new podcast shows
and episodes, choosing where to share their content will be key in finding the right audience.
According to a report from PwC, India now has the third-largest podcast listening market in the world, after China and
the US, with over 57 million monthly users. Looking at conversations around podcasts in the past three months, we found
that tech is the most discussed topic, and that Apple Podcasts have a greater share of voice than Spotify or YouTube.
With the continuous growth of podcasts, competing for listeners’ time will be the top priority for news and entertainment
brands that launch their own audio content. Finding the right demographics for their topic, or understanding the most
popular themes in certain markets will make it easier to succeed with future launches.
The popularity of podcasts has grown quickly in India, especially through 2020, with shows
around technology being the most discussed.
23Beyond Clubhouse: the audio social media club gets bigger
For some audiences, talking is the new texting, and Clubhouse is the place to be. Recently valued at $1 billion, Clubhouse
is an audio-based social network that was launched in April 2020, but has grown extremely fast recently, jumping from
400K mentions from launch to December 2020, to 4.9M during the first quarter of 2021.
Today, the audio social network is still as trendy as ever, but competition is coming, with recent announcements,
acquisitions, and launches of other audio social networks, as big brands like Twitter, Spotify, and Discord enter the
space.
Announcements of new audio social networks captured the audience’s attention, but
Clubhouse continues to be the most discussed of all.
This is no longer a one-player market, and we can see above the spikes caused by different platforms and features
being launched. However, Clubhouse still has the first-mover advantage and has therefore kept the majority of the
share of voice, with 78% of conversations. Live audio is in demand lately, and only time will tell whether it will be more
popular as a stand-alone app, like Clubhouse, or as a feature of a pre-existing social network, like Twitter Spaces.
The quality of the conversations and the chance to hear a celebrity are the top two
reasons why people join these audio social networks.
But why do people enjoy Clubhouse so much? The main reason why people like these new spaces is that they allow for
good conversations, thanks to their ‘live’ format. Other drivers are the special guests or celebrities that can sometimes
enter these chats and engage with people, as well as the wide range of conversations that happen. For brands, it will
be crucial to find the right platform and topic to engage audiences in the world of live audio.
24Conclusion
In an unexpected year of crisis, society turned to the media & entertainment industry
to keep them informed and entertained. Yet many of the industry’s most profitable
businesses had to close for several months due to lockdown restrictions.
After over 12 months of pandemic, we now know that things will never be the same.
What is the future of sports, live music and movie theaters? Will live audiences come
back to stadiums and concert halls in the same numbers as before? To remain
relevant and continue to drive business, brands from all categories will have to keep
their fingers on the pulse of consumer conversations, and be ready to adapt quickly.
25Concrete steps
Unify your campaign monitoring and analysis across organic
and paid social
It is time to translate words into actions, and to break down the data silos between
your teams. By looking at all your campaign data in one place, no matter the
channel, you’ll be able to better understand your target audience on social
platforms (composition, behavior, interests) and therefore create more relevant
and impactful organic and paid content.
Example of a Talkwalker dashboard applying sentiment analysis to paid social activity.
For example, some of Talkwalker’s leading entertainment clients set up automated
reports and alerts that will allow them to react quickly to negative comments about
their campaigns based on sentiment analysis, in order to better protect their brand.
26Have a 360° view of your brand across media types
The growing popularity of podcasts in recent years cannot be ignored by enterprises.
Podcast hosts often discuss their favorite products or recent experiences with different
brands, and thousands of consumers might be influenced by these comments.
Podcast Monitoring allows you to see the frequency with which your brand is
discussed in comparison to the industry and your competitors.
With Podcast Monitoring, you can make sure to monitor what is being said in this
growing market, regarding your products, your industry, and even your competitors.
Monitor what is being said about your brand across text, image, video, and podcasts
in one platform to get a complete view of your brand.
Our Speech Analytics allows you to find specific podcasts that talk about your brand
and listen to the specific sections in which you are being mentioned.
27Methodology
Insights for this report were taken from Talkwalker Analytics and Talkwalker Quick
Search between February 2020 and March 2021. With vaccinations underway,
and safety precautions becoming more robust, a large focus was given to how
the media & entertainment industry gradually sought to revive itself in the first
quarter of 2021.
Mentions of topics were gathered from a variety of sources including news sites,
social media channels, forums, and blogs.
Sentiment analysis, video analytics & image recognition are powered by the
Talkwalker AI Engine.
Sentiment analysis is performed with an average of 90% accuracy, with the ability
to detect sarcasm and ironic comments.
Images are compared to a database of over 30,000 brand logos, to help identify
brands in social media photos and videos.
Queries were used to identify the discussions in various sectors like music, movies,
TV shows, events and media, as well as key brands and specific entertainment
content. To focus on the more impactful conversations in a vast industry, results
were filtered to those receiving more than 50 engagements. In some cases, these
may have been improved using Boolean operators, to help remove false positives
as well. Filters were used in order to narrow down results for specific categories or
demographics.
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