Nokia’s latest study, ‘A Glimpse of the Next Episode’, predicts that within five years a quarter of all entertainment will be created, edited and shared within peer groups rather than coming out of traditional media groups. Trend-setting consumers from 17 countries were asked about their digital behaviors and lifestyles. Nokia also used information gathered from its 900 million customers and views of leading industry figures to reach the conclusion that you will control 25% of the world’s entertainment by 2012.
“From our research we predict that up to a quarter of the entertainment being consumed in five years will be what we call ‘Circular’. The trends we are seeing show us that people will have a genuine desire not only to create and share their own content, but also to remix it, mash it up and pass it on within their peer groups – a form of collaborative social
media,” said Mark Selby, Vice President, Multimedia, Nokia.
Nokia also looked at four emerging trends that will make entertainment more collaborative and creative as we move towards Circular Entertainment. These trends are listed as, Immersive Living; Geek Culture; G Tech and Localism.
Immersive Living is the rise of lifestyles which blur the reality of being on and offline. Entertainment will no longer be segmented; people can access and create it wherever they are.
My favorite is Geek Culture. (I always wanted to be a Geek but I didn’t fit in.) This triumph marks a shift as consumers become hungry for more sophisticated entertainment. As Geek Culture rises, consumers will want to be recognized and rewarded – the boundaries between being commercial and creative will blur.
G Tech is an existing social force in Asia that will change the way entertainment will look. Forget pink and sparkly, it is about the feminization of technology that is currently underway. Entertainment will be more collaborative, democratic, emotional and customized – all of which are ‘female’ traits.
The report uncovered a locally-minded sprit emerging in entertainment consumption and Localism will become a key theme of future entertainment. Consumers will take pride in seeking out the local and home-grown.
The good news about this report is that much of the entertainment will be created and distributed on mobile phones. These are the perfect devices for capturing images and sounds on-the-fly and then editing the content with music and graphics. One person in a peer group may take the pictures, a second edit the sequence of pictures and a third add music before the production is sent to the group as entertainment.
So, … money was paid for this survey? Common sense. Why, if you’re a corporation do you need to buy common sense?
4 years is not a prediction either, 50 years is a prediction.
As a company (Loop Mobile Limited) that has built its product strategy around the notion of user-controlled and generated mobile entertainment, I absolutely concur with these findings. Now, I hope NOKIA will listen and comprehend its own report by championing this fact and try not to control the UI, the handset functionality and the distribution channels – perhaps instead leading the way to find a true global mobile standard, like we have in the online world, (in fact a standard that allows mobile and online to seamlessly integrate) then we could all do a lot more cool stuff! :)
Matt,
Damn good assessment.
Geez, isn’t this already in motion?
Yeah, I think it is called YouTube, Facebook, MySpace…except on a phone.
Can somebody pay me for my genuine study?
By 2012, 90% of “good” entertainment, will come from 10% of the people — same as it ever was — and that 10% will be employed by large entertainment companies, be they online, off- or in-.
Ian,
As a side note, I recommended to Loop Mobile 6 months ago (management), to seamlessly intergrate the mobil and online as a first step. Last week I was pleased to see that Loop will do just this. They have started to work the system to allow people like me, online email crazies, to be able to talk to mobile “always on a leash” type of people. And now, even Moko-Music is being offered. Content creaters need to tear down the “walled gardens” of the carriers and the likes of nokia, and give the users, what they want for their money. Bill Badman, not always saying what you want to hear! But saying it just the same.
More crap from the self serving elites.
Current media creation continues to be self expressionist, artful, but rarely of value to more than a few viewers.
User generated stories and experiences have served to lower standards of discourse, not to elevate them.
Gresham was right, the bad doe sdrive out the good. Nokia’s study is wishful thinking, in search of profit.
There is a world of difference between opinion and research. It’s called the scientific method people, you form a hypothesis, and then you prove/disprove it. So, yes, you can be paid for your study, but you have to do more than spout your opinion… you have to verify it empirically even if it is obvious.
Also, Nokia’s claim is utter crap. 2012 is 4 years away, and they claim that 25% of ALL media (television, print, out of home, internet/new media) will be peer created? Hog wash! Look how awfully UGTV is doing.
Your average consumer of media needs to know it is coming from a media outlet with a history of producing good material before they will pay anything to see it (see off-broadway theater, see independent film).
And the claim that it will go mobile is a pipe dream for the simplest of all reasons: screen size.
I think that this is smoke and mirrors prediction. If the public continues to be told that they will drive a quater of all media then, by nature the masses will start to act out that prediction. But, when the public is served a low quality product and view comsumer driven media as “big business getting lazy” we will resume the conventional means and once again wait for the next big idead or medium.
Well, is it 25% of ALL media, or 25% of all VIEWED media? Right now, 100% of every video served on YouTube is viewed. Nielsen has no way of determining if a TV has people in front of it.
In fact, there are plenty of studies out there saying that many folks have the television on while they’re surfing the web.
I’d venture to say that if we use the metric of “actually viewed/experienced media,” we’re already pretty close to 25%. People can name 15-20 viral videos they’ve found amusing in the last two years — can they name 15-20 commercials and radio spots?
I’m trying to catch up here on what’s going on with the Media. I’m thinking do these guys know what they’re talking about?
I ponder this as I hear my TV audio in the other room cueing me, ’cause I want to go in and watch a program when it starts after the commeercials.
Yeah, I recall quite a few good videos I’ve seen over the past year, but commercials and radio spots – nil.
The vision is quite amazing!
Interesting,
but…
…quality will become more important in the future than pure quantity.
…as there are about 80 % people only searching lowest level entertainment, pornography and shopping facilities or – on the highest end – confirmation of prefixed oppinion, who are the 25 %.
…I really can´t imagine myself in the early morning on my throne, with a laptop on my knees, it must be printed paper.
Thaaaaaancksss1000000000000000000000