Trend 05

Blended leisure

A standstill in the society of enjoyment.

Trend axes

Home entertainment
Limited capacity
Virtual reality
Streaming

Some figures

-64%

Of nightclubs have closed in Spain in the last decade, as a result of the financial crisis.

-4,000

Cocktail bars in Spain over the last decade, going from 20,000 to today's 16,000.

+16M

New subscribers Netflix gained during the months of the pandemic (5 million more than in the same period the year before).

-662M

Million euros in losses left by live music in Spain between March and September.

Replacing the irreplaceable

The leisure sector is one of the hardest hit around the world by the measures resulting from the pandemic.

Lockdown has been a turning point for a sector that was already struggling in recent years due, among other factors, to changing habits, the growing influence of digital and, above all, the economic uncertainty reflected in average spending.

Leisure spending is certainly being diverted, finding new ways to keep going, but in a safer and also cheaper way: streaming platforms instead of cinemas, take-away orders instead of meals in restaurants, home exercise machines instead of going to the gym…

Cases

01 / 04

Zorraquino spotlights

01
It is key to work on the value proposition that would make someone choose pre-COVID-19 leisure options again.
02
Brands must rethink their overall strategy to keep their activity going in the short to medium term, even if this may affect their usual profits.
03
Although companies in the sector cannot show their main asset, audiences must keep seeing all the possibilities.

Blended leisure

Replacing the irreplaceable

Cases

More on the trend

References