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
“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.