Zenith's study highlights the profound changes in video entertainment sector amid disruptions to cinemas and OOH.
The study projected that video entertainment brands would hold their spending steady amid one of the most turbulent years on record. With cinemas and OOH businesses being drastically disrupted, these brands are expected to allocate 57% of their budgets to digital advertising over the year.
The US is expected to be the poorest performing market for video entertainment brands. In contrast, markets like Spain and India are expected to bounce back quickly next year.
Zenith UK MD Jon Stevens said video entertainment brands and platforms should continue investing in ad spends to keep audiences invested amid “cut-throat competition”. He further added, “this level of investment in both content and advertising will prove difficult to sustain for the long-term…”
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