Elevating Everyday Moments: The role of brands in quality time and entertainment

With each passing year, life seems to move at a faster pace. There is always something competing for our attention: work, bills, errands; an endless news cycle; our personal relationships that enrich our lives but require regular maintenance. And technology has made all those factors even more immediate (especially in a time of nonstop smartphone notifications). Often, it’s the “quality” moments that get deprioritized. But what is quality time anyway?

Amazon Ads define quality time as the meaningful time we set aside for ourselves—outside of daily or weekly responsibilities and commitments. For some, this is spending time with loved ones (free of distractions). For others, it’s personal development and enrichment. Other times, it’s engaging in a chat while streaming a video game, analyzing gameplay during live sports, or marathoning our favorite TV series.

To better understand how people spend these rare moments—particularly as it applies to brands connecting with customers—Amazon Ads and research partner Crowd DNA conducted expert interviews, consumer conversations, and a survey of 17,600 respondents between ages 18 and 74 across 11 countries, we can begin to see the trends that define how we make the best use of our quality time.

Advancements in technology have led to increased expectations around productivity at work, and this “always on” nature is only intensifying, with 2 in 5 (41%) of respondents somewhat or completely agreeing that they consider their weeks “quite stressful.” Among students, this percentage rises to 53%, and nearly half of all full-time employees surveyed consider their weeks stressful. With increased connectivity, these expectations have seeped into our personal lives—and many people are feeling pressure to be productive outside of work too.

Our study confirms that people today simply aren’t getting enough quality time. More than half of respondents reported that they get 10 hours of quality time or fewer in an average week. This has led some respondents to cite an overwhelming sense of never being able to truly relax.

With life—and culture—moving at high speed, regaining control from the whirlwind of daily life is the first step to achieving quality time. For many, this starts with carving out some “me time.” More than 7 in 10 respondents agree they try and make time for themselves on a daily basis. Additionally, 59% of respondents agree they live by a routine, and their weekdays and weekends are fairly scheduled.

Once someone manages to carve out a few free hours, how is that time spent? Rest and recovery are a priority for nearly 7 in 10 (69%) respondents, especially meditation or activities involving nature and the outdoors. And, on occasion, simply doing nothing is what people want after a taxing workweek. Yet many are keen to “get more” out of their quality time, with 44% of respondents seeking out activities that offer opportunities to grow, gain new experiences, and exchange information with others. Still, 1 in 3 (35%) respondents want their quality time to provide some sort of escape.

The very definition of quality time, for many, suggests that it’s shared with those they care about. However, others choose to enjoy that precious time on their own. Quality time focused on personal enrichment—including activities that engage your brain or body—and “switching off” is often carried out solo. This yearning for more individual quality time could be a response to today’s hyper-connectedness and the overwhelming feeling that everyone is one click, call, or swipe away. While individual pursuits are important, it doesn’t mean consumers always engage in quality time alone.

In the digital age, entertainment has become deeply intertwined with how consumers experience quality time. Despite a growing desire to unplug and disconnect, most respondents agree that entertainment— including books, films, music, television, and video games—improves their quality time experience, and sharing entertainment with others helps enhance their bonding experiences during quality time.

As the entertainment landscape grows, people have more choices than ever. Podcasts or music? TV or film? Action-adventure or RPG? Whether seeking relaxation or a sense of accomplishment, audiences use entertainment to reclaim control and make choices about what’s best for their quality time, with most agreeing that the freedom to choose or curate entertainment makes quality time more fulfilling.

Watching the latest blockbuster or catching up on a TV show, which can both entertain and provide escapism for viewers, are two common forms of quality time.

On Prime Video, viewers spend 11% more time with streaming TV content during weekdays compared to weekends. During weekdays, live programming like Thursday Night Football (TNF) is the most popular content, followed by the latest film releases. Much of this viewing is happening from the sofa, with more than 8 in 10 Prime Video viewers tuning in from their living room devices.

More than a third of film viewers say they prefer ads that are brief and non-intrusive, while nearly a third of surveyed TV viewers say they have a more positive reception to ads that are entertaining or creative.

Over the past few decades, gaming has climbed to the forefront of global entertainment, offering opportunities to learn new skills, forge connections, and build communities, both online and in real life. One popular destination for the gaming community is Twitch, Amazon’s interactive livestreaming service.

Respondents who tune into livestreams indicated this form of entertainment helps fulfill their need for shared experiences, feelings of belonging, and a sense of community. After a typical day of work or school, members of the livestreaming community are eager to connect with like-minded individuals, with viewing hours on Twitch peaking between 5 p.m. and 8 p.m. local time.

For generations, mixtapes, top 40 countdowns, and radio talk shows have helped define long drives and daily commutes. However, in the past decade, other types of entertainment—like TV—have entered the world of multitasking. Blending daily tasks with preferred media can turn a boring necessity into something that sparks joy. More than half of respondents agree that they often have entertainment on in the background, and this percentage jumps up to about two-thirds in predominantly English-speaking countries.

Different types of entertainment help foster different mindsets among consumers. When thinking about connecting quality time, entertainment, and your brand, it is crucial to ensure your messages align with what a consumer hopes to get out of their quality time. This includes offering consumers ways to enjoy their time, make their lives easier, or help facilitate mindfulness and relaxation.