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Prosumer Reports

The Future of Entertainment

The Future of Entertainment

Havas Global Comms

Havas Global Comms

September 12, 2019

Thanks to technological advances and a rapid influx of content, people are now considering and consuming entertainment in fundamentally new ways.

The Future of Entertainment Prosumer Report is an expanded version of a report released in May 2019 by Havas Group, part of Vivendi, in partnership with Cannes Lions that explores the fundamental shifts transforming how people think about and experience entertainment.

Core Insight:

The digital era has revolutionized the field of entertainment. In addition to technological advances such as CGI and augmented reality, we have been seeing fundamental changes in how people consume and consider entertainment. Rather than relegate it to the fringes of our lives, entertainment is now something we carry along with us and access virtually all day, every day, whether streaming music or podcasts, scrolling through videos or Instagram posts on our phones, or immersing ourselves for hours on end in massively multiplayer online games. Entertainment now sits at the center of our existence.


In the first quarter of 2019, Havas Group explored the fundamental shifts that are transforming how people think about and experience entertainment. The study draws on the attitudes and behaviors of 17,411 people ages 13+ in 37 countries, with a focus on Prosumers, the leading-edge influencers and market drivers whom Havas has been tracking for more than 15 years.

Among the insights revealed by the global study:

From Superficiality to Vitality: It used to be that the only things considered essential to life revolved around health, nourishment, shelter, and work. In the modern world, that list is expanding as more people begin to consider entertainment part of their core needs set. In fact, we are seeing signs that entertainment is as vital as health. That’s a big statement, but it is borne out by the fact that 83% of our global sample consider entertainment a vital need. This compares with the 54% in an earlier study who claim to pay a lot of attention to health issues.

The War Between the Old and New Media Worlds is Over: At the 2019 Academy Awards, Best Director was awarded to Alfonso Cuarón for Roma—a Netflix film. In Havas Group’s newest study, 45% of Prosumers said their main source of entertainment is the internet, far more use than cited on any other medium. The internet has evolved from being a single touchpoint to our main point of entry for entertainment and our primary source of diversion.

How Entertainment Impacts Our World Beyond Pure Distraction: As we think about the potential brands have to heighten the value of their entertainment offerings, we need to consider the full trajectory of that value—from an individual’s personal growth, to their community, to their country, to the spreading of universal mores.



One of the world’s largest global communications groups, Havas is committed to creating a meaningful difference to brands, businesses, and people.

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