Today we draw on more data from our new GWI Entertainment report (download a free summary here) to look at the impact of exclusive entertainment content as a driver of brand advocacy.

Globally, 16% of internet users say they would promote a brand in exchange for content. Significantly, though, it’s the 16-24 group which posts the highest figure. In fact, young internet users over-index more strongly for content than for any other factor – including rewards, great service or quality products.

Elsewhere, there’s little difference by gender but, by income, it’s members of the top quartile who place the strongest premium on exclusive content.


Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

Never miss a post

By subscribing you confirm you’re happy for us to send you our latest articles.

You’ve read our blog, now see our platform

Every business has questions about its audiences, GWI has answers. Powered by consistent, global research, our platform is an on-demand window into their world.