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Redefining Entertainment Field Marketing: Strategic Excellence in Audience Engagement

By Sara Taylor, SVP, Field Marketing and Lisa Giannakopulos, SVP, Field Marketing

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TL;DR

• ViX is expected to be the fastest-growing subscription streaming service in the Americas this year, on track to grow its subscriber base by 18% to reach 10.5M paying customers by the end of 2025. (THR)

• YouTube is rolling out new AI-powered features to help users find content and information more easily, including an AI-powered search results carousel similar to Google’s AI Overviews. (Tech Crunch)

• National Geographic took home the most documentary prizes at the 46th Annual News and Documentary Emmy Awards, followed closely by Netflix. (Variety)

Interesting campaigns / creative

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  Cinnamon Toast Crunch is reviving its early 2000s cannibalistic cereal ads with a darkly humorous, true crime-inspired campaign, “Must Cinnadust”. The ads feature stop-motion animation and nods to Gen Z’s love of self-aware storytelling, aiming to reengage nostalgic older teens with bold, episodic content. (Marketing Dive)

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  Southwest Airlines is addressing its much-discussed pivot to assigned seating in a new ad campaign, “Are You Sitting Down?”. The TV spots show consumers thrown into fits of crazed elation after a public announcement from Southwest that assigned seating is coming, with one patron stating, “I can’t believe nobody’s ever thought of this before”. (Marketing Dive)

Audiences

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  96.3% of US Gen Zers are digital video viewers, compared to 80.5% of the overall US population. (Emarketer)

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  More than 200M people in the US are now tuning into ad-supported streaming video services, with 81% saying that watching ads is a fair trade for free content. (Media Play News)

• More than 80% of global Netflix subscribers have watched South Korean content in the last two years, and 63% of them plan to keep watching. (Media Play News)

• According to a new report from Precise TV, children in Australia spend a combined total of 133 minutes daily on YouTube, 83 minutes on Netflix, and 77 minutes on mobile games. (Mi3)

Platforms

• YouTube is increasing the minimum age required for its users to live stream to 16. (Engadget)

• Snapchat acquired calendar-based social app Saturn, which enables users to share their schedules and arrange meet-ups in the app. (Social Media Today)

• X is banning hashtags from ads in order to improve the look and responsiveness of the platform's promoted posts. (Social Media Today)

Content

• Prime Video averaged 2.16M viewers for its five NASCAR Cup Series races, down 17.6% from last year's average of 2.62M for the five races. (Yahoo)

• The NHL Stanley Cup Finals TV ratings fell by 40% YoY in the US but remained strong in Canada. (Sports Pro)

• "F1: The Movie" is expected to pass "M3GAN 2.0" in its opening weekend, bringing in a projected $40M-$50M. (THR)

• "Blue’s Clues" host Steve Burns is launching a podcast titled "Alive," designed to continue teaching the adults who watched his show as children. (THR)

• TNT’s NBA playoffs telecasts accounted for nearly all of Warner Bros. Discovery’s gains in Nielsen’s TV distributor rankings in May, powered by a 69% increase in TNT viewing compared to April. (THR)

Tech & AI

• Anthropic is adding a new feature to its Claude AI chatbot that lets users build AI-powered apps right inside the app. (Tech Crunch)

• Deezer started labeling AI-generated music to tackle streaming fraud. (Tech Crunch)

• Google is rolling out its AI-powered "Ask Photos" search again, this time with faster responses for more complex queries. (The Verge)

Location-based entertainment

• Dolly Parton announced a limited engagement concert residency at The Colosseum at Caesars Palace, set for six nights in December. (Billboard)

• The National Archives Museum’s new AI-powered gallery, "The American Story," is set to open this fall, designed to provide each guest with an ultra-personalized experience. (Blooloop)

• To support Universal’s proposed UK theme park, the UK government has pledged to spend nearly £500M on transport and infrastructure improvements. (Blooloop)

Travel & hospitality

• Indian travel to Japan jumped nearly 40% this year so far compared to last year, with over 142,400 tourists recorded from January to May. (Skift)

• United Airlines updated its app with new AI features meant to help customers find their connecting flights with estimated walk times, real-time status updates, and tips for longer layovers. (Skift)

• Hyatt Hotels completed its $2.6B acquisition of Playa Hotels & Resorts, acquiring 15 all-inclusive resorts across Mexico, the Dominican Republic, and Jamaica. (Hotel Dive)

Gaming

• “Monopoly Go!” became the fastest mobile game in history to surpass $5B in lifetime revenue thanks to its more than 10M daily active players. (Variety)

• Sega is now the official gaming partner of McLaren Racing in a multi-year collaboration with Sonic the Hedgehog. (Eurogamer)

• According to the latest report, India continues to hold its position as the world’s largest mobile gaming market, with an impressive 8.45B installs over the last year. (Fortune India)

Mental health

• Need a break from the endless news cycle? Here are 7 things to do on your phone that aren’t doomscrolling.

• While rejection can be emotionally painful, this article explains how your brain learns from it, eventually turning it into your compass for connection.