16-24s place the biggest premium on exclusive content

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.