25.4 Million Americans are ready to watch 3 Hours of additional content every week, all you have to do is give them what they want
The entertainment landscape is shifting so quickly that the shift itself has become the topic du jour. After all, how many emails do we all get inviting us to attend conferences with pitches like Entertainment Next Summit: Distribution 2015 or Marketing Your Content: Staying Ahead of the Curve?
As budgets shrink and the pressure to deliver grows, everyone is searching for that “sure thing”—the next project that will deliver.
With that in mind, we’d like to introduce you to an audience that is untapped, underserved, and eager for more content to consume. So eager, in fact, that 62% say they would watch more than 3 hours of additional television or movies every week if there were more options available. And 28% would watch an astounding 6 hours or more.
That’s 25.4 million people who are open to viewing three more hours of your content weekly, and 11.5 million will watch six hours more—every week.
All you have to do is give them the content they want, and they want their children and grandchildren to watch.
Because we are the leading expert at who they are and what they want, we hope to become an invaluable resource to you in this process.
“Ok, I’m interested, just tell me what the deal is.”
Approximately 70% of U.S. adults—in survey after survey—self-identify as Christian. That’s a big, diverse group of people. As one movie marketer told us, “The Christian market is so big, so diverse, so hard to get your head around. People think it’s monolithic and that’s just not true. It’s nearly impossible to handle that whole market.”
Too big, too diverse, too unmanageable.
But, there’s a smaller market segment—17% of U.S. adults— that self-identifies as Faith Driven Consumers ™. This group of 41 million people who spend $2 trillion annually is big enough to matter and small enough to manage.
In addition to that, there is a significant behavioral difference between the 70 percenters and the 17 percenters. Faith is one of a number of influences for Christians; it is the single most significant influence for Faith Driven Consumers.
96% of Faith Driven Consumers say that their faith has a major influence on their entertainment choices, compared to 46% of Christians overall. And 61% of FDCs rate faith’s influence as a 10, compared to 18% of Christians overall.
These are the consumers behind the success of scores of projects such as UNBROKEN, GOD’S NOT DEAD, HEAVEN IS FOR REAL, SON OF GOD, The Bible, Duck Dynasty, PADDINGTON, THE BLIND SIDE, and so many other projects. There is an emerging understanding in the industry that, in the words of a senior studio exec, “…this is not an audience we are looking for, it is the audience.”
It’s the audience that can propel your project to success, and push it out to the larger Christian market.
What do they care about? How can you reach them? What’s the secret sauce? More on that in our next post.
To wet your appetite further, here are some links to chew on.
Catch Faith Driven Entertainment™ at #PURPOSESUMMIT 2015, Variety’s Faith and Family Entertainment Summit in Beverly Hills on June 25th