Las marcas de entretenimiento hogareño se vieron beneficiadas por el confinamiento en las casas y captaron rápidamente las necesidades del consumidor. Tik Tok, por ejemplo, como nueva estrella del mobile entertainment entre los más jóvenes, pero también marcas de gaming y e-sports, todas aumentaron su valor con la pandemia.
La cuarentena nos llevó a cambios forzados en nuestra vida cotidiana, tanto en la forma en la que trabajamos y nos educamos, como en la manera de consumir contenidos y comprar bienes y servicios. También tuvo un impacto significativo en la forma como ocupamos nuestro tiempo libre, que para muchas personas se incrementó.
Dentro de la montaña rusa de emociones que van desde la preocupación a la ansiedad y la incertidumbre, un 30% de los argentinos afirma que en muchos momentos de la cuarentena sintió “aburrimiento”. Si nos enfocamos en los jóvenes de entre 18 y 24 años, esta proporción trepa a 52%, según una encuesta nacional de Kantar (1000 entrevistas online durante mayo).
“Las marcas de la industria del entretenimiento y generación de contenidos han logrado empatizar con las nuevas necesidades de los consumidores, ofreciéndoles nuevas plataformas para divertirse, aprender, compartir experiencias y expresarse” –afirma Sebastián Corzo, Marketing & Business Development Leader, División Insights de Kantar.
En valor de marca de Youtube, creció 15%, lo que la ubica en el puesto N°37 en el Top 100 de marcas más valiosas del mundo. En nuestro país, 67% de las personas incrementó el tiempo que pasa mirando videos en Youtube durante los últimos meses: desde tutoriales para arreglar cosas hasta clases de gimnasia y recetas de cocina.
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