Easing of lockdown reveals modifications in home-based cultural consumption habits
The creative industries in the UK have witnessed a significant shift in consumer behaviour during the COVID-19 pandemic, with a surge in digital cultural consumption, according to a six-week study conducted by the Policy, Evidence and Communications (PEC) unit, the Intellectual Property Office (IPO), and Audience Net.
The study, which took place from 9th April - 24th May 2020, was designed to understand changes in digital content consumption during the lockdown period. It was continued beyond the initial six-week period, exploring the impact of COVID-19 on people's cultural consumption as they spend less time at home and as some cultural and creative institutions begin to reopen.
Key findings of this study include:
- A marked rise in consumption of digital cultural content such as online music, film, television, and virtual cultural experiences during lockdown.
- The shift was motivated mainly by lockdown restrictions and the closure of physical cultural venues, leading audiences to explore digital alternatives.
- The increase in digital consumption was not only a temporary substitution but also contributed to changing long-term patterns of how cultural content is accessed.
- The study provided detailed audience segmentation based on engagement level and types of content preferred.
- It highlighted the importance of intellectual property considerations in enabling viable digital cultural experiences.
- The data helped inform policy around supporting the creative sector's digital adaptation and safeguarding rights in a rapidly shifting consumption landscape.
Since lockdown restrictions began to ease in early July, there was an increase in people downloading content, which was largely sustained in early August. People continue to spend the most amount of time watching TV (median of four hours a day), followed by video games (three hours per day), film (2.5 hours per day), music (two hours a day), e-books and audiobooks (two hours per day), and digital magazines (one hour).
The study, which was nationally representative and surveys over 1000 consumers on how they engage with digital cultural content in the home, also outlines recommendations for transitioning to more sustainable theatre production and sets out areas for possible policy action in skills, jobs, and education within the creative industries.
The policy briefing, based on a PEC Discussion Paper about creative industries innovation in seaside resorts and country towns, discusses television production, international trade, and pressures to consolidate. It also uses census data to provide a comprehensive analysis of audiences and workforce in arts, culture, and heritage.
The collaboration between these organizations aimed to quantify this shift, understand audience behaviours, and guide future cultural policy and intellectual property frameworks. This research supports strategic decisions to bolster digital offerings and protect creators' rights in evolving consumption environments.
As the UK continues to navigate the pandemic, the study underscores that digital cultural consumption grew significantly during lockdown and that this shift has ongoing implications for the UK’s creative industries and cultural engagement post-pandemic. The study will continue with another wave in September.
- The surge in digital cultural consumption during the lockdown period was primarily driven by lockdown restrictions and the closure of physical cultural venues, prompting audiences to explore digital alternatives.
- The policy briefing discusses the innovation in the creative industries, especially in seaside resorts and country towns, with a focus on television production, international trade, and pressures to consolidate.
- The increased digital consumption during lockdown was more than a temporary substitution; it contributed to changing long-term patterns of how cultural content is accessed.
- The study highlights the importance of intellectual property considerations in enabling viable digital cultural experiences and informing policy around supporting the creative sector's digital adaptation.
- As people spend less time at home and some cultural and creative institutions begin to reopen, the study will continue in September to explore the impact of COVID-19 on people's cultural consumption.
- The study also outlines recommendations for transitioning to more sustainable theatre production and sets out areas for possible policy action in skills, jobs, and education within the creative industries.
- The analysis of census data in the policy briefing provides a comprehensive understanding of audiences and workforce in arts, culture, and heritage.
- The study, which was nationally representative and surveys over 1000 consumers on how they engage with digital cultural content in the home, showed that people continue to spend the most amount of time watching TV.
- The data from the study helped inform policy around safeguarding rights in a rapidly shifting consumption landscape, supporting strategic decisions to bolster digital offerings and protect creators' rights in evolving consumption environments.
- In the UK, the shift towards digital cultural consumption grew significantly during lockdown, and this change has ongoing implications for the UK’s creative industries and cultural engagement post-pandemic.
- Some key findings of the study include detailed audience segmentation based on engagement level and types of content preferred, such as online music, film, television, and virtual cultural experiences.
