Domestic cultural consumption habits shift during post-lockdown era

Domestic cultural consumption habits shift during post-lockdown era

The creative industries in the UK, which include sectors such as film, music, TV, video games, publishing, theatre performances, and digital art, have been hit hard by the COVID-19 pandemic but show a strong potential for recovery, according to the findings of a week-long study conducted by the Creative PEC, Intellectual Property Office (IPO), and Audience Net.

The study, which ran over six weeks from April to May 2020 and was continued beyond the initial period, aimed to understand how people were consuming digital content at home during the lockdown and how their habits of cultural consumption had changed. Key findings from Week 8, which was 'in the field' from 3rd-9th August 2020, highlighted both ongoing challenges and recovery potential.

The pandemic exposed and exacerbated pre-existing issues such as precariousness and underrepresentation of freelancers, who form a substantial part of the sector’s workforce. While some subsectors, such as IT and software (including video games), were least impacted by COVID-19, the overall creative sector experienced significant disruption.

However, Oxford Economics data shows that with proper investment, the creative sector could create 300,000 new jobs and generate £132.1 billion in gross value added (GVA) by 2025 if spending and investment increase by 20% relative to 2019 levels. Before the pandemic, the sector supported 3.5 million jobs—over 1 in 10 UK jobs—and contributed a £178 billion economic footprint, including supply chain impacts supporting an additional 1.4 million jobs.

The study also highlighted the critical need for initiatives like the Creative Exchange programme, which fosters skills and knowledge sharing between creative and commercial sectors to aid recovery. Additionally, there is a call for sustained support and representation for freelancers, including the establishment of a freelance champion role to address vulnerabilities exposed by COVID-19.

Geographically, creative industries tend to cluster in major urban centers, but ongoing research is focusing on how COVID-19 affected these clusters and what that means for innovation and economic recovery in seaside resorts and country towns.

The UK television production sector, one of Britain's leading creative export sectors, is also under pressure to consolidate. A policy brief discusses these pressures and outlines recommendations for transitioning to more sustainable theatre production and examines international trade in the UK creative industries.

Three ways to support growth in the creative industries are also outlined in a policy brief, including setting out areas for possible policy action regarding authors' earnings in the UK. The study will continue with another wave in September 2020.

Key findings from Week 8 of the study showed an increase in content downloading, sustained daily consumption of content, and continued trends in time spent on various content categories such as TV, video games, film, music, e-books, audiobooks, and digital magazines. Physical purchasing of items such as books also remained above most of the lockdown weeks of the study.

In summary, week 8 findings indicate the UK Creative Industries were hit hard but have a strong recovery opportunity if investment increases and support mechanisms, particularly for freelancers, are implemented.

1. The creative industries in the UK, encompassing sectors like film, music, TV, video games, publishing, theatre performances, and digital art, demonstrated a strong potential for recovery despite being severely impacted by the COVID-19 pandemic.
2. A week-long study conducted by the Creative PEC, Intellectual Property Office (IPO), and Audience Net identified ongoing challenges and recovery potential in the creative industries, particularly in subsectors such as IT and software.
3. Precariousness and underrepresentation of freelancers, who make up a significant portion of the creative sector's workforce, were revealed as pressing issues exacerbated by the pandemic.
4. With proper investment, the creative sector could generate 300,000 new jobs and contribute £132.1 billion in gross value added (GVA) by 2025, according to Oxford Economics data.
5. The study emphasized the importance of initiatives like the Creative Exchange programme, designed to foster skills and knowledge sharing between creative and commercial sectors.
6. There was a call for sustained support and representation for freelancers, with the suggestion of establishing a freelance champion role address the vulnerabilities exposed by COVID-19.
7. Geographical research is focusing on how COVID-19 affected creative industry clusters in major urban centers, seaside resorts, and country towns, with implications for innovation and economic recovery.
8. The UK television production sector, one of Britain's leading creative export sectors, faces pressure to consolidate, and policy recommendations have been outlined to transition towards more sustainable theatre production.
9. Policy briefs suggest three ways to support growth in the creative industries, including possible policy actions regarding authors' earnings in the UK.
10. The study will continue with another wave in September 2020, aiming to analyze changes in people's consumption of digital content at home and their cultural habits during the lockdown.
11. Key findings from Week 8 of the study revealed an increase in content downloading, sustained daily consumption of content, and continued trends in time spent on various content categories, including TV, video games, film, music, e-books, audiobooks, and digital magazines, while physical purchasing of items such as books remained above most of the lockdown weeks.

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