January 15th, 2024, Lesley Simeon
It’s officially awards season in Hollywood and fans are drawing bets for their favorite movies or shows to win big. For example, the Golden Globes this year resurrected last summer’s “Barbenheimer” phenomenon. We are exploring another aspect in the world of cinemas and TV shows - the influence online reviews and ratings have on choosing what to watch.
A recent YouGov survey asked consumers across 17 international markets about the products and services they regularly use online reviews and ratings to help make purchase decisions for. Nearly three in ten consumers (29%) say they refer to online reviews and ratings when it comes to cinema/TV shows. Consumers are most likely to lean on online reviews when choosing restaurants and bars (43%) and when buying consumer electronics (42%).
Let’s now look at data reported from individual markets.
Indians most likely to use online reviews when buying cinema/TV show-related products or services; Germans are the least likely to do so
Indians lead (46%) accounting for the largest proportion of consumers across all our markets to say they regularly refer to online reviews and ratings, for cinema and TV shows, closely followed by Hong Kongers (45%). In Asia, Singaporeans (28%) are the least likely to say the same.
As for Europe, consumers in Spain are the most likely (31%) to say they take to online reviews, ratings when making purchase decisions about cinema and TV shows. Those in Poland (27%), Sweden (26%) and France (26%) follow. Almost a quarter of consumers in Great Britain (24%), and the US (22%) use online reviews and ratings by other consumers, for cinema and TV shows.
Germans (18%) and Danes (19%) account for the lowest proportion of consumers across all our markets who say they regularly refer to online reviews when it comes to cinema and TV shows.
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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 501 and 2004 for each market. All surveys were conducted online in October 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.
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