5. In relation to the media area you have studied, discuss the ways audience consumption has
changed over time.
Throughout this academic year in AICE Media Studies I’ve learned a lot about the media
world. Not just in terms or production, but planning, and marketing as well. The type of Media I
feel I've studied the most is film. In film particularly, audience consumption has changed majorly
from renting a movie or paying to see it once in theaters to primarily streaming services now.
One of the most distinct and obvious changes in audience consumption is the move away
from movie theaters to streaming services. The highest grossing movie of 2018 was Black
Panther which made almost 12 billion dollars. In 2019 the highest grossing movie was Avengers:
Endgame which made around 11 billion dollars. This obviously isn't due to popularity because
Endgame is part of the Avengers franchise that has already amassed billions of viewers and fans.
Black Panther however, while part of the Marvel Cinematic Universe, has a completely new
story, characters, and setting. So the reason Avengers: Endgame grossed less money than Black
Panther is because the amount of people going to the box office is decreasing. Why are less
people going out to see movies? It's because it's more convenient for consumers to watch on a
streaming service.
Viewers have grown lazy and the reasons why audiences prefer streaming goes beyond
convenience. Streaming services have become more affordable But in recent years it's become
especially apparent that films are being distributed differently. The Avengers franchise is easily
the biggest franchise marvel has created. It's because of this that the box office numbers are an
anomaly. Perhaps Disney's streaming subscription service Disney Plus has something to do with
why the numbers are so low. Disney Plus was released in November 2019, the same year as
Avengers: Endgame. How films proceed in the past is usually a few months after a film has left
the theater it is available in Blu-ray and DVD format for mainstream purchase. Maybe audiences
anticipated that in the following months after the film's debut it would be available to stream on
Disney Plus.
Not only has the media for audience consumption changed but audience consumption has
changed because the audiences have changed. Generation Z is one of the most diverse
generations in history. Not only that but audiences have recognized a lack of diversity in film in
the past and now call upon reform not just in legislature but in movies and tv shows. Again
taking a look at blockbuster films like Black Panther which has received lots of praise and
positive feedback. On the other hand films like Beauty and The Beast (2017) and Fantastic
Beasts: The Crimes of Grindelwald, we don’t see that same praise. Beauty in the beast hardly
grossed one billion usd and Fantastic Beasts: The Crimes of Grindelwald grossed around a half a
billion usd. This is not due to the lack of cross convergence, synergy, or any other kind of
advertising and promotion. Beauty and the Beast was a popular remake and Fantastic Beasts:
The Crimes of Grindelwald was a spinoff of the popular Harry Potter franchise that made
billions. Black Panther however, had a predominantly Black cast and was acclaimed by tons of
film critics.
In short, audience consumption of films has changed a lot. Not just in the type of media
they prefer to view new films but also in the type of films they want to see. Viewers want to
view from the comfort of their own home whenever it’s convenient. Audiences are changing and
they are calling for more change in film as well.
