Entertainment and Media Insights Trend Report for 2015 in US

Entertainment and Media Insights
Trend Report / 2015

2 Entertainment and Media Insights / Trend Report 2015
Contents
Entertainment and Media Insights
Trend Report / 2015
Film & Broadcast
Music
Sports
Gaming
3
14
25
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It’s one of the largest, most expensive,
and sought-after industries to work in. If
you can make it in entertainment, you can
make it anywhere. With each new movie
release, streaming service, broadcasting
program, book launch, or expose with
accent the bustling businesses that keep
our $2 trillion dollar global entertainment
and media complex thriving need more
and more information to stay on the cutting
edge and keep impressing viewers, readers
and listeners. How agencies, publicists,
producers, and major brand executives
stay ahead of the curve for their next big
launch? The answer has to be in the data
they interpret. The insights provided by
public audiences prove their value. By
analyzing the audience conversations on
top blogs, forums, social media platforms,
and news and media sites, we’ve created a
list of some of the most relevant, exciting
insights into the trending conversations in
Entertainment and Media for 2015.

Film has always acted as a reflection of society at large, and as we grow and advance our technologies it’s become even
more important to understand how viewers respond and relate to key topics from the silver screen. What storylines
bring tears to the eyes of listeners, what do viewers think about the anti-hero, or how relatable is the villain are questions
that invade social consciousness and are shared furiously over social media, fluttering responses between those who call
themselves movie aficionados and the infrequent movie-attendees.
These responses demonstrate the qualitative and quantitative strengths that analyzing social data can bring the film
industry. Today, social insights provide us with a clearer picture of consumers who prefer sitting in their own living to
viewing a blockbuster in a theater. We can understand what genre of films get the most praise and receive the highest
positive sentiment over social, and what issues consumers have with the theater-going experience today. All of these
details are invaluable in the pursuit of new audiences or demographics to market to effectively with post-production
marketing decisions, trailer releases or DVD marketing strategies. Take a look at some of our top insights in film for 2015.
Film and Broadcast

Horror Takes Biggest Share of Social Real-estate
Box office ticket sales indicate that Sci-Fi films receive the most ticket sales, followed by Romantic Dramas, and then Horror films, however,
social engagement is highest for Horror films. In this graphic we can see the share of voice each genre takes on social, revealing how social
data provides insights on fan engagement that other data sources can’t.
But Romantic Films receive the most positive sentiment, followed by Science Fiction films.
20%
53%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014 2015
ShareofConversation
Genre Share of Conversation by Year
Romantic Drama Films
Horror Films
Science Fiction Films
Analyzing social share of voice against ticket sales / 2010 to 2015

Net Sentiment Comparison from 1/1/10 to 9/21/15
Science
Fiction
PositiveNegative
49% 44% 52%
18% 34% 21%
Horror Romantic
Romantic Films Win Out With Social Love Despite Perceived
Stigma of Rom Coms
Social analytics reveal that Romantic Films receive the most
positive sentiment from viewers, followed by Science Fiction
films. Analyzing sentiment around discussion of these top three
genres over the last five years, (1/1/10-9/21/15) we determined
that 52% of Romantic film viewers on social talk positively about
these films, despite the perception that men hate these films.
This dominating positive perception is followed by discussion of
Sci-Fi films, which over the last five years viewers have responded
with 49% positivity. Being able to capture audience sentiment
before, during, and after watching—in real-time—allows industry
officials to move beyond simply capturing purchase decisions,
revealing if audiences felt any kind of buyer’s remorse.
This reaches viewers across the movie aisles and to their homes,
and provides a level of viewer reaction that ticket quantities just
can’t match.
Sentiment analysis for audience perception of genre films / 2010 to 2015

Understanding Early Audience Interests
Sci-Fi Shifts from Specialized Interests to More General
Audience Interests / 2010 to 2011
Science Fiction films are continuing to expand their appeal from a niche audience to a younger millennial audience.
Affinities analysis from early conversation audience (2010-2011) show strong interests in comics, podcasts, Star Trek, Alan Moore
and filmmakers. These contextualizing interests are not surprising for Sci-Fi conversation, and reveal that the persona type engaging with Sci-Fi
conversation over social is a targeted and specific audience. Those discussing Sci-Fi films are those interested in everything Sci-Fi.
Alan Moore
Celebrities
Blogging
Star Trek
Filmmakers
Podcasts
Science Fiction
Star Wars
Comics
Writing
10x
100x
1000x
Anityvs.AllofTwitter
Topic Relative Size
A nity vs. All
Twitter
Alan Moore 1.4% 404
Celebrities 2.7% 62
Blogging 3.4% 60
Star Trek 3.1% 38
Filmmakers 2.0% 30
Podcasts 1.5% 16
Science Fiction 1.8% 11
Star Wars 1.4% 10
Comics 2.9% 6
Writing 5.3% 3

Science Fiction Moves Into New Spaces
Reaching new target consumers / 2013 to 2015
High School
SnapChat
Sherlock
The Hunger Games
Ricky Gervais
PlayStation 3
Pop Punk
Geordie Shore
The X Factor
10
100
1000
Anityvs.AllofTwitter
Topic Relative Size
A nity vs. All
Twitter
High School 1.2% 247
SnapChat 2.0% 44
Sherlock 1.4% 7
The Hunger Games 1.0% 7
Ricky Gervais 1.2% 7
PlayStation 3 1.2% 6
Pop Punk 0.8% 5
Geordie Shore 1.4% 4
The X Factor 3.6% 3
Recent audience conversation shows strong interests in High School, SnapChat, Ricky Gervais, and Geordie Shore. Affinities for these topics
reveal that not only is Sci-Fi appealing to a younger millennial audience (247 times more interested in High School), but Sci-Fi is appealing to
a more general or mainstream audience who is concerned with following pop culture topics and updates. This can confirm to those in the
industry the value in this space.
Being able to see nuanced profiles of audiences—and when these shift—provides crucial information for
marketing planning in segmenting and pursuing these fans.

Millennials Taking Over Science Fiction
Dramatic demographic shift in market / 2010 to 2011 & 2013 to 2015
Science Fiction film discussers have also seen a dramatic demographic shift. Those 17 and below and 18-24 are now 37% and 30% of discussers
respectively, up from 17% each for early discussion. 35 and older discussers previously dominated discussion. Not only do these insights
provide a great baseline in understanding and measuring how audiences have shifted, but they work in harmony with contextualizing interest
discussion, providing a full picture of where to find and target your new audiences.
150k
100k
50k
17 and below
42,813 posts
Volume
18-24
44,244 posts
25-34
49,270 posts
35 and above
118,874 posts
Age Breakdown from 1/1/10 to 12/31/11
650k
550k
450k
350k
250k
150k
50k
17 and below
566,282 posts
Volume
18-24
450,929 posts
25-34
158,719 posts
35 and above
346,970 posts

People Love Outdoor Cinemas...
4,567% spike in interest / 2010 to 2014
Over the last five years, discussion of outdoor films or movie-in-the-park experiences has seen an overwhelming 4,567% increase in volume of
discussion. For those in the film industry, this provides a crucial opportunity to capitalize on and investigate. Why audiences are increasingly
interested in movie-in-the-park experiences could reveal key movie going trends to take advantage of.
0
50
100
150
200
250
300
350
400
2010 2011 2012 2013 2014
Tweets(Thousands)
Conversation around Outdoor Cinemas by Year

For the Free Entertainment
Breaking down conversation around outdoor cinema into the major topics of discussion can reveal insights on the motivations of audiences.
Beyond excitement about going, fans are most interested in the affordability of the drive-in or cinema in the park (22% of conversation), as
well as interested in its possibility as a date option (17%). Discussion of affordability has increased by 26% over the last two years, and explains
why audiences keep coming back.
Topic Proportion
Change
(2013 – 2015)
Want to go/Going 49% -29%
Inexpensive/Free 22% +26%
Good date 17% +8%
Locations 6% -2%
Solution to Boredom 2% -4%
General Positive 1% -
Perfect night/good weather 1% +2%
Better than the theater <1% -
First drive-in movie <1% -
Bored at the Drive in <1% -1%
Affordability drives interest / 2013 to 2015

Cinemagoer Discontent with High Cinema Prices
Takes Aim At Snacks
As negative sentiments escalate / 2010 to 2015
With cinema prices ever increasing, we looked to the negative conversation about cinema prices and revealed that this conversation has
increased by 26% over the past five years, and represents a key opportunity for those in the industry to get ahead of negative perceptions that
could impact sales.

Dissatisfaction with Discounts and Promotions
Evolution of cinema pricing complaint discussion / 2010 to 2015
In the early discussion, 2010-2011 (left), the expense of food only accounts for 25% of conversation, while discounts or promotions measure
at 29% of conversation. In the last three years (right), food price discussion is up to 66% and discounts discussion is down to 11%. Here we can
see cinemagoers losing interest in promotions, while their concern with food prices increases.
25%
66%
29%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 - 12 2013 - 15
ShareofConversation
Share of Cinema Price Complaints by Time Period
Staying home / not going
Discounts / promotions
Food is too expensive
Tickets too expensive
General mentions

High Snack Prices Drive Frustration At The Movies
Topics of Conversation / 2010 to 2015
By analyzing the “why” behind the conversation, we can learn that users have forgone purchasing snacks because of the perceived high prices.
What’s even more interesting, the majority of users who discuss attending movies are not even purchasing any snacks; they are bringing in
treats to the movies from outside sources. This is a great opportunity for brands to capitalize on this distinction, creating marketing strategies
around deals and affordability and winning back some movie snackers.
88%
5%
5%
2%
Bringing my own food
Popcorn is too expensive
Candy is too expensive
Other mentions
Drivers of “Food is too expensive” Category

Fans Give Hunger Games Most Love
Share of conversation on YA film series by year / 2011 to 2014
Surveying the trend in young adult blockbuster film serieses, we looked at four recent films, The Hunger Games, Twilight, Divergent, and the
Hobbit trilogy, seeing which films audiences engaged with most in the social space. Below, we can see that The Hunger Games
takes a 40% share of voice when compared to the other serieses. Social insights like these can be useful for creatives and movie producers to
benchmark themselves against competing efforts, and know how they’ve done at engaging their fans beyond the theaters.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014
ShareofConversation
Share of Conversation by Year
Hunger Games: 2012-2015
Twilight: 2008-2012
Divergent: 2014-2017
The Hobbit: 2012-2014
42%
36%
8%
14%

Topic 2013 2015
Change
(ppts)
Where are black female protagonists? 8% 10% +2%
Spotlighting Female Celebrities 12% 15% +3%
Movies made by women that are innately sexist 7% 4% -2%
Film quality prioritized over sexism 20% 16% -4%
Calling out sexist people 8% 4% -4%
Sexism in Hollywood is out of control 9% 14% +5%
The sexism discussion is out of control 9% 7% -2%
Mocking / Jokes 22% 25% +3%
Sexist Comments 6% 4% -2%
Topics of Film Sexism Conversation
10.3
19.3
0
5
10
15
20
25
2013 2015Tweets(Thousands)
Volume of Conversation around Film Sexism
by Year
Sexism in Film
The rise of celebrity conversations / 2013 to 2015
From 2013 to 2015, general conversation mocking those who participate in the sexism discussion remains to be the largest sector of
conversation (with retweets and website links removed). However, major growth has occurred in celebrity driven conversation, and comments
that question the lack of presence of black women in film has grown as well. We also see a decrease in blatantly sexist conversation, and a rise
in conversation of users who believe sexism is a problem in Hollywood.
What can we take away from these data points? We can see that this issue is not going away, and those that denied its importance before are
slowly but surely falling out of the conversation altogether. While jokes still drive the largest portion of conversation, the conversation that call
out sexist behavior and ask the right questions has risen considerably (37% in 2013 supportive/investigation into sexism in film to 44% in 2015).
Topics of Film Sexism Conversation Volume of Conversation around
Film Sexism by Year

Music connects people all over the world as music and movie conversation continues to be the most prevalent social
discussion across almost every country. What we can learn about users from the types of music they listen to and what
they discuss can greatly affect how to better understand and relate to key audiences across the world. These cultural
distinctions can be crucial for an artist’s global success. Social data can provide understanding around audience analytics
that shares both a qualitative and quantitative side, revealing regional influencers as well as related trends to top social
music icons. Brands can employ these insights to connect to target audiences through marketing strategies that will
prove to be successful ( because the data already demonstrates the audience’s’ interests). Here are some of the top
music insights from social data for 2015.
Music

Top Country Music Gains Pace With Social Fans
General country music discussion volume over social / 2010 to 2011
Analyzing general country music listening habits as well as the Billboard top country artists for the last five years, we revealed that conversation
about country music on social is on the rise, with nearly 40 million tweets in 2014. This paints a promising picture for the health of the industry
and future growth.
0
5
10
15
20
25
30
35
40
45
2010 2011 2012 2013 2014
Tweets(Millions)
Country Music Conversation by Year

Apparent Downturn in Interest in Absence of Key Influencer
Isolating conversation outside key influencer Taylor Swift / 2010 to 2011
However, we can further breakdown this engagement, seeing the same data set minus Taylor Swift conversation paints an illustration that
country music is losing pace, seeing a drop to less than 15 million tweets in 2014. Given the disparity from levels of all country music conversation,
this provides opportunity for further discovery.
0
5
10
15
20
25
2010 2011 2012 2013 2014
Tweets(Millions)
Country Music Conversation by Year (Excluding Taylor Swift)

Taylor Swift Surpasses Other Country Music Discussion on Social
Historic comparison of country music discussion related to
Taylor Swift discussion / 2010 to 2011
The visual below is helpful in illustrating the relevance of Taylor Swift as an influencer stakeholder in the country music conversation, with
conversation about Taylor Swift actually surpassing levels of other country music conversation in 2014. This is particularly interesting given her
recent transition to more pop focus in her music.
0
5
10
15
20
25
30
35
40
45
2010 2011 2012 2013 2014
Tweets(Millions)
Country Music vs. Taylor Swift Conversation by Year
All Country Music
Taylor Swift

Taylor Swift Propels Country Music Discussion
Measuring influencer early share of voice on social / 2010 to 2011
Put another way, we can say that Taylor Swift is propelling the country music conversation. Over the last 5 years, we can see that Taylor Swift
makes up two-thirds of the overall country music conversation on social media.
34%
66%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014
ShareofConversation
Share of Conversation by Year
Country Music (Excluding Taylor Swift) Taylor Swift

Swift’s Share of Social Real-estate Escalates
Measuring influencer recent share of voice on social / 2010 to 2011
Measuring her influence in the last two years, when it seemed that volume of other country music conversation has decreased, we can see she
takes an almost 80% share of conversation.
21%
79%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
ShareofConversation
Share of Conversation by Quarter
Country Music (Excluding Taylor Swift) Taylor Swift

Get Country, Get Happy
Fans discuss the effects of country music / 2010 to 2011
Despite the potential hole left in the market by Taylor Swift, categories of general country music listening are increasing with fans over social.
So it is not that the act of listening to country music has gotten less popular, but it is rather that other artists are not generating as much
buzz as Taylor Swift. The dominant driver of listening to country music is the effects it has on listeners (381,301)—making people happy or
improving their days. This is crucial, revealing why fans keep listening and tuning in.

Country Music Appeals to Wider Audience
Demographic shifts in country music listeners / 2010 and 2014 to 2015
Demographics for gender have shifted to be closer to parity, highlighting that country music is now appealing to a wider audience. This is
crucial to know when planning marketing strategies and events to engage this growing audience.
2010 2014-2015
71%
Female
29%
Male
39%
Male
61%
Female

Pirating Continues to Rise
Conversation Around Music Pirating by Quarter / 2013 to 2015
Despite rising tensions and sanctions around the international pirating community, its leaders, and worldwide governments, the conversation
about pirating has grown over the past few years. Using social analytics to understand this trend presents an opportunity for those in the
industry to investigate not only why people pirate, but who pirates in to get ahead of this problematic upswing.
0
20
40
60
80
100
120
140
160
180
200
Q1
2013
Q2
2013
Q3
2013
Q4
2013
Q1
2014
Q2
2014
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Tweets(Thousands)
Conversation around Music Pirating by Quarter

Piraters Become More Brazen
Increased visibility in pirating conversation / 2011 to 2014
Along with this growth in conversation, the idea of the illegality and consequences of pirating have also become more openly spoken about,
and take up more of the conversation. Tracking this growth in sub-discussion can reveal that audiences are becoming more bold in their
conversation about pirating while becoming less concerned with getting caught and discussing it more prevalently. This lack of fear provides
crucial insight into why people pirate and continue to pirate.
2013 2015

Not Your Standard Pirate
Demographic shifts reveal a more diverse population taking up pirating / 2013
A significant change in the audience has also shown the trend of growing popularity in pirating music, moving from a predominantly youth
dominated topic to a diverse audience. This reveals exactly where pirating conversation is gaining momentum and allows those in the industry
the opportunity to intervene in this growing trend.
30k
20k
10k
17 and below
25,655 posts
Volume
18-24
13,514 posts
25-34
3,515 posts
35 and above
10,530 posts

Sports leagues have adapted to gauge athletes’ capabilities based on their best stats. It should be no surprise that this
section of the entertainment industry garners huge consumer interest, in every way from sharing social posts regarding
top performing players, their career statistics, and the likelihood of their success, to the explosion of interest in fantasy
sports leagues. Consumers cannot get enough of top sporting conversations and social data helps leading advertisers
and brand executives understand who’s watching and what they care about. Understanding each sporting audience in
greater depth allows for more accurate and extensive returns for these major companies. Check out our sports stats for
2015 pulled straight from social data analysis.
Sports

0
5
10
15
20
25
Jan '13
Apr '13
Jul '13
Oct '13
Jan '14
Apr '14
Jul '14
Oct '14
Jan '15
Apr '15
Jul '15
Tweets(Thousands)
Conversation Trends around Fantasy Baseball by Month
Leagues Teams Drafts
Fantasy Baseball Falls Out of Favor Over Social
Conversation Trends Around Daily Fantasy Baseball by Month / 2013 to 2015
Trends suggest that fantasy baseball may have become less popular in general, judging by the fall in post volume relating leagues, teams,
and drafts in recent years. By analyzing topic waves and demographic data, we can see how the conversation has shifted over time, and infer
the causes of this shift. Media and entertainment professionals can find this kind of data invaluable when researching how to market their
product, and who to market it to in a changing environment.

Fan Betting Websites in Full Swing with Social Fans
Unique Areas of Growth / 2010 to 2011
Despite the general downtrend in favor of fantasy baseball, daily conversation about fantasy baseball and talk about players have become
more popular, which could be the result of daily fly betting websites like FanDuel and DraftKings. Narrowing in on the topics in the general
conversation tells those in the industry where they might find a productive opportunity in the current environment.
0
5
10
15
20
25
30
Jan '13
Apr '13
Jul '13
Oct '13
Jan '14
Apr '14
Jul '14
Oct '14
Jan '15
Apr '15
Jul '15
Tweets(Thousands)
Conversation Trends around Daily Fantasy Baseball by Month
Daily Fantasy Baseball Fantasy Lineups

Almost All of Fantasy Fans Over Social Are Gen Y/X
Demographic shifts reveal a productive target audience / 2015
Along these lines, the main audience has shifted heavily towards 25-34 year olds, a demographic very interested in sports and with disposable
income to use on betting. This not only reinforces the opportunity in this area, but tell those in the industry exactly who they are targeting with
their efforts.
30k
20k
10k
17 and below
3,503 posts
Volume
18-24
23,554 posts
25-34
18,406 posts
35 and above
10,589 posts
50k
20k
30k
40k
10k
17 and below
6,149 posts
Volume
18-24
12,783 posts
25-34
43,383 posts
35 and above
16,430 posts

Basketball Analytics Dethrones Hockey and Baseball Analytics
Share of Conversation / 2013 to 2015
Below (left), we can see that conversation about sports analytics has risen since 2013. Discussion has increased 39% from 2013, and is up 37%
since 2014. This suggests that sports fans are increasingly interested in the sports analytics space, and this is a viable sector for sports brands
to tap into, whether it be through digital engagement over social, or more traditional efforts.
Diving into the analytics discussion (above right), we uncovered that over the last year (Jan-Sept 2015) audiences were most
interested basketball analytics, while their interests in football analytics and baseball analytics has progressively declined.
Knowing which subsegments of discussion are most prevalent illuminates where to target efforts in pursuing this trend.

Gaming is the segment of the entertainment world that has shattered records for market growth in recent years. Four-
in-ten American adults own a gaming console, and what once started with a niche audience sector with specialized
products has normalized to be a standard household appliance. New gaming products shows no sign of slowing down.
Understanding the demographic and psychographic characteristics of audiences interested in top games, top gaming
personas and the social spaces where those gaming console conversations take place can be the difference in a successful
product launch or a failed connection with the audience. Scroll through our gaming industry insights for 2015.
Gaming

Fans Flock to Leading MOBA
(Multiplayer Online Battle Arena) Games
MOBA (Multiplayer online battle arena) is one of the most popular
genres in gaming today. Titles such as DOTA 2, League of Legends,
and Heroes of the Storm have attracted millions of fans around the
world and millions of dollars in business interests.
Born from a subgenre of real-time strategy games such as StarCraft
or WarCraft, MOBA games enable players to control one special
character (called “heroes” or “champions” depending on the title)
in the midst of a greater battle between 2 sides. MOBA games
are praised for their deep complexity and strategy, as character
development and teamwork are integral to the outcome of
a match.
Professional gaming competitions around MOBA games emerged as
the genre increased in popularity, eventually attracting broadcasters
like ESPN and introducing eSports to the daily fantasy sports
website DraftKings.

Social media data reflects the growing MOBA trend. The audience discussing MOBA games has grown larger and at a faster rate throughout
the past 3 years. New unique authors in MOBA conversation have increased year over year, a clear signal of a growing trend compared to a
slowing growth in audience around first person shooter genre conversation.
Most interesting to note is that MOBA games are exclusive to PCs, which presents an opportunity to brands targeting PC gamers. Studies
suggest the PC gaming market is making a comeback in the wake of the most recent next-generation console wars, and others suggest much
of that comeback can be attributed to the growing popularity of MOBA games.
900,000
2012 2013 2014
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
MOBA New Unique Authors by Year
1,200,000
2012 2013 2014
1,000,000
800,000
600,000
400,000
200,000
0
FPS New Unique Authors By Year
MOBA (Multiplayer Online Battle Arena) Genre Games Are
Spearheading a PC Gaming Comeback
MOBA genre audience is growing faster than FPS (first person shooters) / 2012 to 2014

However, as attention towards PC gamers increases, PC hardware
marketers have much to learn about their audience. As Adi Roberson
of The Verge describes, “gaming is bigger the PC world’s imaginary
monoculture”. Social media data reveals a more diverse audience
by interests, beyond the perceived “monoculture”. When analyzing
the audience around MOBA genre conversation, “core gamers” make
up less than half of all users within the conversation. Other interests
echo a “sports fan”, “pop culture”, or “global interest” archetype.
PC hardware manufactures are especially well-positioned to capitalize
on the converging MOBA/PC gaming trend. PC gaming hardware sales
totaled $21.5 billion in 2014, more than double that of consoles. PC
hardware brands vastly outnumber their console counterparts, which
are dominated by giants such as Sony’s PlayStation, Microsoft’s Xbox,
and Nintendo. In response to the growing PC gaming audience, major
PC hardware brands have broken out dedicated sub-brands targeting
the highly coveted gaming market. Examples include LogitechG,
Plantronics Gaming, and Asus’ Republic of Gamers.
Groups within MOBA Genre Conversation Audience
Core Gamers (45%)
eSports
Science & Technology
Xbox
PlayStation
League of Legends
Microsoft
Pokemon
Sports Fans (19%)
Basketball
ESPN
NFL
Reddit
Motocross
Energy Drinks
Pop Culture (36%)
Star Trek
Justin Bieber
News & Media
John Lennon
Paramore
The Jonas Brothers
One Direction
Global Interest (<1%)
Beirut
Chile
Travel Channel
Venezuela
New Zealand
commoninterests
commoninterests
commoninterests
commoninterests
MOBA Genre Audience Is A Diverse Group Of Gamers
Understanding MOBA’s variety of gaming personas / 2013 to 2015

Arthouse gamers—gamers following auteur games, or games designed for their aesthetics—are unique in their own right, holding multiple
interests beyond gaming (above left). The second strongest interests segment reveals other industry-specific topics, including software
development, blogging and science & technology (above right). The arthouse audience also has an interest in other worldly topics, including
world news and Australian politics. This suggests that arthouse gamers flock to their games for their creativity and for their design—invaluable
information for marketers planning their next marketing messaging strategy.
Gaming Audience Analysis: A Gamer Is a Gamer Is a Gamer?
Arthouse Gamers Hold More Mature Interests, from Software
Development to Politics / 2011 to 2015
Groups within Arthouse Genre Conversation Audience
Sports Fans (10%)
Mixed Martial Arts
Baseball
Wrestling
Basketball
Hip Hop
ESPN
Hockey
commoninterests
Global Interest (6%)
World News
Australian Politics
A ordable Care Act
Bollywood
Scotland
commoninterests
Core Gamers (57%)
Video Games
Game Development
Xbox
PlayStation
Ubisoft
Nintendo
Sony
commoninterests
Techies (27%)
Software Development
Apple
Blogging
Innovation
NASA
commoninterests

While an interest in gaming was also the most prominent segment when looking at the First Person Shooter audience (above left), FPS gamers
were also largely interested in sports and other general pop culture interests, such as actors, celebrities and One Direction (above right). This
tells us that first person shooter gamers are a more general audience, and tailoring efforts to them for these games can be filtered through
more general outlets.
Groups within Person Shooter Genre Conversation Audience
Sports and Pop Culture Fans Make Up Notable Portion of First Person
Shooter Audience / 2013 to 2015
Pop Culture (11%)
YouTube
Actors
Cars
Blogging
Celebrities
One Direction
Ed Sheeran
Harry Styles
Groups within First Person Shooter Genre Conversation Audience
Fashion
World News
MTV
England
Politico
MSNBC
Benghazi
Fox News
commoninterests
Sports Fans (27%)
Basketball
Baseball
ESPN
NHL
UFC
commoninterests
Core Gamers (51%)
Video Games
Game Development
Xbox
PlayStation
Ubisoft
Minecraft
commoninterests
commoninterests
Metal Heads (1%)
Heavy Metal
Hard Rock
Guitars
Classic Rock
commoninterests

In retro gaming discussion, video games were again the common interests held by most users. Users interested in crafting and antiques were
also present, potentially suggesting that some passionate retro gamers are interested in these games for their craft and aesthetic. Sports fans
and users with more mature interests, such as the Democratic party and arts festivals, also made up a notable share of users of retro games,
highlighting that retro games have not lost their appeal to more mature audiences who have remained loyal with the games. This type of
segmentation lends itself to multiple efforts and messaging strategies.
Groups within Retro Genre Conversation Audience
A Creative, Crafty Group Represents the Most Talkative Users in the
Retro Gaming Conversation / 2013 to 2015
Pop Culture (13%)
Apple
Blogging
Design
One Direction
Disney Channel
iCarly
Groups within Retro Genre Conversation Audience
Australia
Arts Festivals
Canada
Democratic Party
Bollywood
commoninterests
Crafters (1%)
Etsy
Crafts
eBay
Gifts
Jewelry
Antiques
Crochet
commoninterests
Sports Fans (45%)
Basketball
Hip Hop
ESPN
Soccer
Formula One
NFL
commoninterests
commoninterests
Core Gamers (39%)
Video Games
Game Development
Xbox
PlayStation
Anime
Nintendo
commoninterests

The mobile gaming audience was the only one whose largest interest segment was interested in topics other than video games. The more
prominent interest segments included sports fans and techies. This suggests a wholly different approach to targeting and winning over
these fans.
Groups within Mobile Gaming Conversation Audience
Unlike Other Gamers, Mobile Gaming Users with a Specific Interest in Gaming Did
Not Hold the Largest Share of Discussion / 2013 to 2015
Dubai
Middle East
A ordable Care Act
Bollywood
MSNBC
Pakistan
Groups within Mobile Gaming Conversation Audience
Pop Culture (7%)
One Direction
Justin Bieber
The X Factor
MTV
Paparazzi
Miley Cyrus
Pop Music
commoninterests
Core Gamers (19%)
Video Games
Game Development
Microsoft
PlayStation
Nintendo
Minecraft
commoninterests
Sports Fans (42%)
Basketball
Hip Hop
ESPN
Soccer
Wrestling
WWE
commoninterests
commoninterests
Techies (21%)
Apple
Software Development
Innovation
Finance
commoninterests

Conclusion
Social analytics provides companies a lens with which to better understand the desires and perspective of
key consumer audiences. By evaluating these responses, entertainment and media professionals can build
and improve upon their strategies to connect with users interested the gaming, music, film and sports. These
fields are tied to the some of the most prolific conversations over social media, and with millions of new
responses every day, there’s always a new discussion or audience evolving with conversations in these fields.
It’s important to use the power of social insights to accurately relate and understand target audiences as
these high-powered industries evolve.

Entertainment and Media Insights Trend Report for 2015 in US

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Entertainment and Media Insights Trend Report for 2015 in US