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.

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Written by

Felim is Senior Trends Manager at GlobalWebIndex. 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.

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