The Growth Distillery finds three emotional zones shaping Aussie entertainment consumptions

The Growth Distillery and The Research Agency has named “three distinct emotional zones driving Australian entertainment consumption”.

The announcement:

The Growth Distillery in collaboration with The Research Agency today released Reframe: Entertainment, revealing three distinct emotional zones driving Australian entertainment consumption.

In an age of attention overload and constant stimulation, the research found 67% of Aussies use entertainment to reset or recharge emotionally. As audiences become increasingly discerning with their choices, they are demanding a guaranteed emotional return for their time investment.

For brands to cut through the noise and become unmissable, entertainment must deliver on two critical fronts:

• Signal the payoff: Clearly communicate the emotional benefit upfront whether it’s exhilaration, laughter, calm, or awe.
• Deliver on the promise: The experience must meet expectations or risk disappointment and audience churn.

The research identifies three distinct emotional zones driving entertainment choices:

• Anchor: offers safety, familiarity and spaces that help slow down from overstimulation.
• Escape: allows people to step outside themselves, to indulge, play or disappear into another world.
• Unleash: amplifies feelings to counter numbness, giving permission to feel everything intensely.

Reframe: Entertainment identifies 12 unique hooks or creative triggers that brands can leverage across these zones to cut through crowded markets and drive engagement.

The Growth Distillery senior research director, Bethan Hockey, said: “In an overloaded entertainment landscape spanning music, cinema, streaming, gaming and sport, audiences are increasingly unwilling to risk wasting their time and money on experiences that might disappoint.
Brands that can both signal and consistently deliver on a clear emotional promise won’t just win attention but they’ll earn trust, loyalty and cultural cut-through.”

The Growth Distillery is an independent research think-tank, powered by News Corp Australia. To download Reframe: Entertainment [go] here – https://www.thegrowthdistillery.com.au/article/reframe-entertainment-coming-soon/. To find out more go to The Growth Distillery website or LinkedIn.

Source: News Corp Australia