senior TV writer Elaine Low about how their companies have been reaching out to audiences during this period. The panelists included Katie Soo, senior VP and head of growth marketing at HBO Max, Jennifer Howard, group director of entertainment, technology and connectivity at Facebook, Megan Wahtera, senior VP of content marketing and media at Fox Entertainment, and Lori Driscoll, marketing and sales transformation principal at PwC.
Soo echoed the sentiment, adding that a sense of authenticity has been a driving force behind the campaign for streaming service HBO Max, which launches May 27.Entertainment Industry Execs Discuss Thoughtful Audience Engagement in the Variety Streaming Room The coroanvirus pandemic has caused a large shift in consumer behavior, the execs noted, with audiences gravitating toward livestreams and stripped-back, personal content. Howard said that in the month of March alone, Facebook saw a 50% increase of people broadcasting themselves live and Facebook Watch usage rose by double digits. Howard attributed this increase to new, relatable content on the platform, such as “The Biebers on Watch” and coronavirus-specific episodes of “Red Table Talk.
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It’s comforting to see how platforms are taking this time to realign values with resilience and authenticity to develop sustainable business models.
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