T2 | Wk 9 - Friday - Audience Trends - Research

  Audience Trends 

 

HOW Audiences are watching has changed;

1. Active Audiences & Participatory Culture

• Trend: Audiences are no longer passive—they produce content, share, remix, and influence media narratives.
• Examples: TikTok trends, memes, fan fiction, YouTube commentary.
• Theory tie-in:  Stuart Hall – Reception Theory(preferred/oppositional/negotiated readings).

 

2. Second Screening and Multi-Platform Interaction

 

• Trend: Audiences often engage with films through other platforms simultaneously (e.g., looking up trivia while watching, or tweeting about a movie).
• Examples: Live tweeting during awards shows or trending hashtags during releases (#Barbenheimer).
• Why it matters: Film engagement is now extended and social; impacts how filmmakers and marketers reach viewers.
• Theory: Reception Theory (Stuart Hall)—meaning can shift when viewed with other media inputs.

 

WHAT audiences are watching has changed 

 

3. Algorithmic Personalization

• Trend: Social media and streaming platforms use algorithms to personalize content feeds.
• Examples: Netflix recommendations, TikTok “For You” page.
• Implication: Filter bubbles; audiences rarely see content outside their interests.

 

 

4. . Short-Form Content Preference

• Trend: Attention spans are shortening; short videos dominate
• Examples: TikTok, YouTube Shorts, Instagram Reels
• Why it matters: Editing styles, narratives, and advertising must adapt.
• Theory tie-in: Blumler and Katz – Uses & Gratifications (entertainment, escapism in short bursts).

 

5.  Niche Audiences & Fragmentation

• Trend: Mainstream media struggles to reach mass audiences; people engage with niche, interest-based content.
• Examples: Podcasts, YouTube channels with specific focuses (e.g., true crime, K-pop, tech)
• Implication: Audiences are more segmented than ever.

 

 

 

WHERE audiences are watching has changed 

 

6. Mobile-First Consumption

• Trend: Most audiences, especially younger ones, consume media via smartphones.
• Examples: Vertical video on TikTok, Instagram Reels, Snapchat; mobile gaming.
• Why it matters: Media producers now design content specifically for mobile formats.
• Theory tie-in: Uses and Gratifications Theory—audiences choose media that fits their lifestyle.

 

7. Streaming vs Cinema – Changing Viewing Habits

• Trend: Audiences increasingly choose to watch films at home on streaming platforms instead of going to the cinema.
• Examples: Netflix’s Glass Onion: A Knives Out Mystery had a limited cinema release before streaming; Disney+ released Soul and Turning Red directly online.
• Why it matters: Impacts box office revenue, marketing strategies, and the future of theatrical releases.

·       Theory: Uses and Gratifications Theory—audiences prefer convenience and control

 

8. Globalization of Film Audiences

• Trend: Non-Hollywood films gain global popularity thanks to subtitles, dubbing, and streaming and Hollywood movies going international 
• Examples: Parasite (South Korea), RRR (India), Money Heist (Spain – though a series, it demonstrates trend). / Examples of Hollywood changing movies to suit Chinese audiences - 'Top Gun' / '2012'
• Why it matters: Challenges Hollywood dominance; audiences embrace diverse storytelling.
• Theory: Cultural Imperialism vs. Cultural Hybridization. (A2) 

 

9. Fragmentation and technological convergence 

·       Trend: Audiences are accessing media based on demand, thanks to the accessibility of technological devices and the internet

·       Examples : Family members all watching / consuming content on different devices 

·       Why it matters: Challenge to media producers to find audiences on different platforms, no centralised audience anymore

• Theory: Uses and Gratifications Theory—audiences choose media that fits their lifestyle.