Movie Theaters Are Full Again. But Will They Stay That Way? 2 months ago

In an effort to quantify how streaming has impacted the way audiences around the globe are served by different forms of media, Variety Intelligence Platform has collaborated with Amazon Ads on the special report "Entertainment Everywhere."

With entertainment that fills screens big and small -- from film, TV and livestreaming to audiocentric media across music and podcasts -- the rise of streaming has helped transform content distribution on a global scale.

VIP+'s 21-page "Entertainment Everywhere" expands on survey data previously featured in the Amazon Ads report "From Ads to Zeitgeist," a global thought leadership research study delving into the relationship between culture and advertising, to explore the effects of improved consumer accessibility to content from regions all over the world.

Many consumers, especially younger adult audiences, have voiced their desire for entertainment, media and storytelling that prioritize authenticity and convey realistic stories that reflect different cultures.

In fact, more than 7 in 10 monthly streaming TV viewers say it's important to be exposed to cultures around the world. This can also extend to ads that play alongside streaming content, with more than half of younger adult consumers agreeing advertising has enabled them to learn about other cultures.

"Entertainment Everywhere" shines a light on regional trends -- such as South Korea's influence in streaming video with award-winning films and record-breaking TV series or the popularity of Spanish-language livestreams among Twitch audiences across the world -- and how the global nature of the industry presents opportunities for brands to reach wider audiences, highlight historically underrepresented cultures in media and foster cross-cultural connections among viewers.