Yannick Bollor\u00e9, Chairman of the Vivendi Supervisory Board\nand CEO of Havas Group, explains: \u201cThe digital era has revolutionized the field\nof entertainment.\u202fPeople have now placed entertainment at the center of their\nexistence rather than relegating it to the fringes of their life. And this\ngives us, as entertainment leaders, a major responsibility. Our role today is\nto build entertainment value, and I\u2019m struck by the fact that this study\nreveals that 83% of people now consider entertainment as having a vital role in\ntheir lives.\u202fThat\u2019s good news for our industry.\u201d <\/p>\n\n\n\n
In the first quarter of 2019, Havas Group, part of Vivendi,\nworked in partnership with Cannes Lions to explore the fundamental shifts that\nare transforming how people think about and experience entertainment. The study\ndraws on the attitudes and behaviors of 17,411 people ages 13+ in 37 countries,\nwith a focus on Prosumers, the leading-edge influencers and market drivers whom\nHavas has been tracking for more than 15 years. <\/p>\n\n\n\n
Among the insights revealed by the global study: <\/p>\n\n\n\n
Entertainment is now as critical as health.\u202f<\/strong>People no longer see entertainment as superficial: 83% of them consider it a vital need; this compares with 54% in an earlier study who claimed to pay a lot of attention to health issues. Should the right to entertainment be added to the Universal Declaration of Human Rights? <\/p>\n\n\n\n Forever seeking\u202four next fix.<\/strong>\u202f Six in 10 Prosumers admit they can’t stand still without consuming content, while 56% are willing to sacrifice sleep to binge-watch a show they like. Nearly 4 in 10 claim they couldn’t live without Netflix\u2014and this even includes people for whom the brand didn’t really exist 5 or 6 years ago! <\/p>\n\n\n\n Gimme\u202fmore!\u202f<\/strong>The more entertainment we consume, the more we crave. Some 6 in 10 Prosumers want our educational systems and workplaces to be made more entertaining, while more than a third say the same about hospitals and retirement homes. <\/p>\n\n\n\n The real value of entertainment lies in its ability to enrich and transform. <\/strong>As much as we crave distractions and temporary escapes, we are also driven to entertainment that has a transformative value: 93% of Prosumers consider entertainment meaningful when it has a long-lasting impact, whether that impact be personal or cultural. Nearly 9 in 10 Prosumers believe that entertainment needs to empower and educate. Moreover, 78% agree that global entertainment platforms should include meaningful local content in their native language, and 81% say it’s important that artists promote their national cultures. <\/p>\n\n\n\n