Leading the way: Media and entertainment

How the media and entertainment industry has adapted to the new norm.

As people adjust to a state of new normal during this COVID-19 global pandemic, many are looking to entertainment for moments of levity and connection. Conversations on Twitter about streaming services have increased 81% since February 2020,1 and there has been a 42% increase in time spent streaming in the United States alone.2

This spike in conversation presents a unique opportunity for brands to listen to people who are Tweeting in completely new ways.

Different parts of the entertainment industry are facing difficult challenges: Popular events have been canceled or postponed, live venues have closed due to social distancing rules, and film and TV premieres have been delayed. 

This pandemic shows how important it is for marketers in the entertainment industry to pivot and transform their multichannel marketing strategies into a strong digital plan. 

Here are a few ways brands are stepping up.

Brands are bumping up release dates

To meet the unique needs of people following stay-at-home orders, brands announced ahead-of-schedule streaming of highly anticipated films.

Brands are making the distancing social

Brands are finding ways to keep people connected and consuming content together while staying socially distant, like hosting virtual watch parties of popular performances.

Brands are hosting virtual premieres

With live events on pause, brands are rethinking the red carpet by hosting premiere events for movies and television shows on Twitter.

Brands are bringing concerts to your couch

Concerts may be canceled, but brands are live-streaming performances on Twitter to connect people with their favorite artists from home.

For more marketing insights and inspiration during this time, visit

1. Twitter Internal Data. US only. 2/24/20-3/22/20. Percent change calculated comparing (2/24/20-3/8/20) to (3/9/20-3/22/20). Retrieved March 24, 2020.
2. GWI Coronavirus Research March 2020

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