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Entertainment Research Firm MarketCast Releases Findings From YouTube Engagement & Movie Consumption Study
[October 18, 2017]

Entertainment Research Firm MarketCast Releases Findings From YouTube Engagement & Movie Consumption Study


MarketCast, the preeminent provider of strategic insights and data analytics to marketers and researchers in the global entertainment industry, today announced the results of its YouTube (News - Alert) Engagement and Movie Consumption study. The study, commissioned by YouTube, sought to determine how online video content influences the theatrical and home entertainment movie markets.

"As media habits continue to evolve, consumers are becoming harder to reach with traditional linear advertising," said Rachel Krauss, MarketCast Senior Vice President and the General Manager of the company's Franchise & Content Strategy division. "YouTube commissioned this study with MarketCast in order to understand the mindset of the modern moviegoer to better reach him or her."

Of those surveyed, 70 percent of moviegoers look first to YouTube for movie trailers and other movie-related content, like behind-the-scenes featurettes. The study also identified a group of users dubbed "Avid YouTube Movie Fans," made up of the 60 percent of moviegoers that watch some type of movie-related content on YouTube at least five times a week.

"The 'Avid YouTube Movie Fans' are studios' most active and urgent moviegoers," said Matthew Collins, study co-author and Senior Director, Franchise & Content Strategy at MarketCast. "This group can drive opening weekend box office results, as they are not only more intent to see upcoming movies, they are more likely to turn out on opening weekend."

Compared to moviegoers who do not use YouTube to view movie content, the study found that Avid YouTube Movie Fans:

  • Saw twice as many movies in theaters in the past year
  • Are 3.4 times as likely to say they'll go during opening weekend
  • Are 6 times as likely to pay to enhance their moviegoing experience (through special formats like 3 or IMAX)
  • Are 7.4 times as likely to pay more to see a movie at a peak time



Additionally, the study found that Avid YouTube Movie Fans spend more money on movies outside of the theater in addition to in-theater. In the past year, they paid to watch:

  • 2.3 times as many movies on DVD/Blu-ray
  • 3.1 times as many movies via digital download

Other identified segments included:


  • Light YouTube Movie Fans, or those who watch movie-related content on YouTube, but fewer than five times a week
  • Non-YouTube Movie Fans, or those who may or may not use YouTube, but are typically not using it for movie-related content.

For more information on MarketCast, please visit www.mcast.com.

About MarketCast:

Based in Los Angeles, with offices in New York, Boston, Indianapolis, and London, MarketCast is a leading provider of marketing research services and data analytics for the global entertainment industry. Through a variety of services backed by rigorously scientific quantitative and qualitative research methods, MarketCast works in collaboration with marketers and researchers across the entertainment spectrum in the development and execution of their marketing strategies, from early concept exploration through distribution. MarketCast services are available worldwide, and include materials testing (trailers, TV spots, digital campaigns, print ads, etc.), concept and positioning studies, exit polls, recruited audience screenings, tracking studies, social media analytics, and focus groups, as well as a host of custom offerings including brand/franchise studies, post-release studies, and attitudes and usage studies. In August 2017, MarketCast acquired Fizziology LLC, a leading social insights and analytics company in media and entertainment. Fizziology joined the MarketCast family alongside New York-based research and strategy agency, Insight Strategy Group, which was acquired in 2015.

MarketCast is a portfolio company of Kohlberg & Company, a leading private equity firm headquartered in New York.

For more information, visit www.mcast.com, www.Fizziology.com, and www.insightstrategygroup.com.


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