Entertainment marketers bullish about industry’s prospects post-pandemic

The survey, conducted by Branded, polled more than 60 marketers in the entertainment industry

Entertainment marketers around the world are confident about the entertainment industry’s ability to rebound from the economic fallout caused by the Covid-19 pandemic, according to a survey conducted by Branded.

In a poll of 60 marketers from the entertainment industry, 70% said they feel the perennial effects of Covid-19 will only last between one and two years, with just 17% feeling it will last two to five years.

23% of respondents described their business as in a current state of decline and 58% feel confident in the performance of the sector over the next six months.

What does the survey reveal?

• Small businesses (annual turnover of $1m or less) feel significantly more bullish on their future market performance than large businesses ($6m turnover or greater).

• Many respondents reported a recent deterioration in mental health, with more than a third stating an overall decline in the last six months. However, two-thirds of respondents report good levels of mental wellbeing currently.

• In recent months, marketers are more mindful about wellbeing and purpose-aligned business practices. This corresponds with another finding from the survey, demonstrating that work-life balance ranks top place in marketers’ priorities – more than career development or salary.

• When asked what else matters in terms of their career, marketers felt strongly about creating a meaningful impact on society, creative stimulation and the health and wellbeing of their network.

The research was conducted ahead of All That Matters, an event that The Drum is a media partner of.

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