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With millions of people stuck at home during the COVID-19 pandemic, streaming and linear TV viewing are receiving a boost. According to Midia Research, work-from-home (or not work at all) is freeing up to 15% of consumer’s waking hours for entertainment. A global survey conducted in March 2020 revealed that 51% of respondents watched more content on streaming services and 45% watched more linear TV. With more people at home looking for options to entertain themselves, streamers see an opportunity to insert themselves in people’s media diets, often using free trials. Nevertheless, once the lockdowns end, commuting, seeing friends, travelling, eating out and other leisure activities will reduce the extra entertainment time. Moreover, the upcoming recession will have people reconsidering their entertainment spending and many people may choose to cancel or cut down on their streaming and/or pay-tv subscriptions. Agile companies should use this time to build loyal consumer bases so they remain on the media menu of the post-corona consumer.
Nostalgia for normality
The COVID-19 crisis is seen by many as the ultimate opportunity to innovate, change our habits and drive change. At the same time, however, the crisis also seems to make us fall back on familiar habits and practices. Food giants Unilever and Nestle signaled a rise in the sale of trusted brands that were not as popular before the virus breakout. According to Niko, the Asian game-market analytics firm, the uptick in gaming time related to COVID-19 was spent with familiar and older titles. Nielsen found that more than half of consumers today seek comfort in familiar music and television shows. Besides, we are massively turning to ‘primal’ hobbies, that are related with stress relief and do not require any screens, such as baking bread, gardening and fishing. During the pandemic, it seems that we are able to adapt and innovate when it comes to necessities, but when work’s over and school’s out, our yearning for normality drives us to seek comfort in the things we knew and did when there was only ‘an old normal’.
One world, one health
The outbreak of the COVID-19 virus likely started on a Chinese wet market, as a zoonotic disease jumping from wild animals to humans. Moreover, large-scale ecological degradation and deforestation for agriculture are the main drivers behind the deadliness and the rapid spread of the virus. It is a clear indication that human health is tied to the health of animals and the environment. Accordingly, the scientific community recognizes the COVID-19 virus outbreak as a One Health issue. The One Health concept is used to integrally understand the health of people, animals and the environment. Over the past years, the concept has been gaining supporters among scientists, health institutions (including the WHO) and policy makers. Since the One Health integrated system approach does not detach human health from the health of animals and environments, it views coordinated and interdisciplinary collaborations as the most effective approach to the outbreak. Examples of One Health solutions could include a transition to more environmentally friendly diets focusing more on plant-based protein or a push to preventive health care solutions, including healthy eating patterns.