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Protect women gamers better trend report recommends

Generative AI can drive more change of media and entertainment. 22% feel that generative AI could even write TV shows and movies that are more interesting than humans, consultancy Deloitte says about media trends 2024 based on a US survey.  Many women gamers are facing harassment online and the gaming industry should consider ways to serve women gamers better. Traditional media companies may need to develop symbiosis with creators and platforms to reach the audience, the report says.

Although 70% say they would rather watch a TV show or movie written by a human than one written by generative AI, 42% feel that generative AI and humans can each deliver entertaining content, the report shows.

“And 22% feel that generative AI could even write TV shows and movies that are more interesting than humans. Gen Zs and millennials are leading the way in experimenting with these tools: 18% of these generations have used generative AI to create images, and 25% surveyed have used it to create text. Older generations are further behind on these count.”

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The report says that consumer expectations of media and entertainment may now be shaped more by social media, content creators, and video games than by TV and films. 

“Our survey data shows that US consumers are questioning the value of streaming media while also declaring their unwillingness to ever pay for social media.” 

“Just as streaming video providers are rebuilding the ad models that buoyed pay TV, fewer people surveyed are moved by commercial advertising and, instead, seek recommendations from trusted creators and influencers to help them navigate and find value.” 

“More are turning to online multiplayer video games for virtual friendship, content discovery, and brand and franchise interactions.”

The consultancy says that although the size of the metaverse is difficult to realise and the technology of blockchain has been difficult to scale, generative AI appears to be expanding quickly. 

“Savvy creators and studios should consider experimenting with how these tools can augment human creativity and enable teams to be more productive. Generative AI could make it easier for companies and creators to improve the quality of content creation but it could also lead to a flood of cheap and novel content that further dissolves the boundaries between “real” and synthetic, commodity and premium.”

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“Empowered by generative AI, media and entertainment companies—and society at large—may be about to confront a much larger volume of novelty, content, and creative output.”

Highlights from the trend report:

  • Streaming video services still suffer from high costs, high churn, and competition from many quarters. Streaming providers are now rebuilding the business models that buoyed pay TV: advertising, bundles, and contracts. But can these models work well enough in the modern media landscape that seems to give less attention to advertising and more to creators, influencers, and communities?
  • Around 60% identify as gamers, almost equally between men and women. Yet, women gamers continue to face challenges with harassment, bullying, and stereotypes in games and game communities. At a time when more live service games and multiplayer experiences are driving investments (and costs), many women prefer solo mobile games and story-driven adventures. For gaming to continue growing, the gaming industry should consider ways to serve women gamers better.
  • Online creators and influencers are media stars, tastemakers, and tour guides, directing their fans to products, brands, experiences, and media content. Traditional media companies may need to develop symbiosis with creators and platforms, while acknowledging the tension inherent in competition for viewers and ad dollars.
  • For many people, being a fan is core to their identity. Whether it’s video games, TV and movie franchises, musical acts, or sports teams, fans are willing to spend and follow their favourites across entertainment platforms. Identifying fan-worthy franchises early on, fostering fandom, and providing more ways for customers to engage (and spend) could be essential for M&E companies looking for more revenue and loyalty.
  • Generation Z and millennials (and Generation Alpha that follow them) are the most diverse generations in American history—in terms of ethnicity, race, gender identity, sexual orientation, and neurodiversity. They want media and entertainment that reflects the world they see, and the lives they live.
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