MarketCast Sources of Joy 2020 Report

Finding Joy in 2020

It’s been quite a year. So much so that there’s no need to write the perfunctory paragraph spelling out all of the things that caused us anxiety and disrupted our lives throughout the year. We get it and we lived it. Yet, despite the emotional (and physical) strain we experienced in 2020, some bright spots shone through as we discovered new sources of joy, pleasure and passion.

By analyzing millions of social media conversations, as well as content from thousands of digital media publishers, MarketCast was able to identify what people are buying and doing to help lift their spirits during this challenging time. We looked at the key consumer product categories and evaluated what kinds of products and services people talked about the most, wished for, found happiness in, and used discretionary income for themselves and others.

We pulled all of these findings and analysis together in our new Sources of Joy 2020 report, which you can download here.  

Report Key Take-Aways

Some of our research surprised us:

  • Millennial and Gen Z social media conversations about spending on high-end cooking brands, like Le Creuset and Great Jones, jumped more than 58%.
  • Conversations about skin care are up 93%, but discussions about healthy food is way down.
  • A lot of young people are turning to reading and even writing letters (yes, letters). In fact, a new Twitter pen pal matching initiative quickly surpassed more than 6.6K members.

By contrast, some of our other findings were more obvious:

  • TV and streaming fans turned to more uplifting streaming programming, like Apple TV+’s Ted Lasso and Netflix’s The Great British Bakeoff.
  • Many work-from-homers swapped office wear for yoga pants. In fact, athleisure brands, like Lululemon, Alo Yoga and Champion, experienced nearly 40% increase in social media chatter as so many of us turned our workout gear into work outfits.

As the holidays approached, consumers set their sight on decorating and gift giving:

  • As family get-togethers again fell victim to stay-at-home orders, many people started decorating for the holidays earlier than usual.
  • Others turned their attention to holiday gift giving, but with an emphasis on buying or creating more meaningful gifts for close family and friends only.

In such an unusual year, where are consumers finding joy right now? Click below to check out the full report.

Download Report


Zoë Friend to lead MarketCast Custom Research & Insights

Netflix Research Leader to Head up MarketCast Custom Research and Insights Practice Across its Business Segments 

Los Angeles, Calif. – December 22020  MarketCast today announced the appointment of Zoë Friend to its senior leadership team as Corporate Senior Vice President of Custom Research and Insights. In her new role, Zoë will lead MarketCast’s custom research practice across all of its business segments and will be responsible for guiding its future direction, growing and nurturing the team, and elevating MarketCast’s research for leading media, sports and brand clients.  

Zoë’s experience building high performing research team at one of the world’s most tech forward media companies will be invaluable as we continue to aggressively grow and transform our business,” said John Batter, CEO of MarketCastZoë brings the right balance of research acumen and client service expertise to our lineup, and we are thrilled that she has chosen MarketCast as the next chapter in her life and career. 

Friend led the Netflix Content and Marketing Research and Insights practice for 5 years, growing the team to more than 40 researchers during a period of massive transformation. While there, Friend was part of Reed Hastings’ senior leadership team and was responsible for delivering consumer research that guided billions of dollars of investments in Netflix original series and movies, helping the streamer experience explosive subscriber growth and positioning them as an entertainment powerhouse. Prior to joining Netflix, Friend served as senior vice president of research and strategy for Paramount.  

I’ve had the pleasure of working closely with the MarketCast research team and seeing the incredible work they do firsthand as a longtime client,” said Friend. MarketCast’s reputation as a research leader and their vision for transforming media and brand research through a combination of primary research, advanced data science and technology innovation will be game changing for creators, brands and marketers alike, and I look forward to helping shape and bring this vision to life.  

Friend will join a growing MarketCast organization, which includes former leaders from Nielsen, Gracenote, IAC, NRG, Inscape, Dreamworks and Comscore. Earlier this year, MarketCast acquired data science services leader, Deductive, and integrated its previous acquisitions of social digital opinion measurement firm, Fizziology, custom research and insights leader, Insight Strategy Group, and Turnkey Intelligence (sports) under the MarketCast brand and leadership team. Combined, the new MarketCast organization provides the scale to support the largest media brands and sports leagues on the planet with the speed and agility to focus on solving unique client business challenges. 

About MarketCast
MarketCast research, analytics and data science fuels fandom for leading studios, entertainment platforms, sports and lifestyle brands on the planet. Our unique mix of research analytics is combined with big data science to provide clients powerful insights to inform their biggest business decisions. Today, MarketCast counts some of the biggest names in entertainment as clients, including leading Hollywood studios, streaming services, video games publishers, lifestyle brands and sports leagues and teams.