Heineken has teamed up with Amazon to launch 'Pubscription', a streaming-style service on Fire TV that helps friends discover pubs and plan nights out. The platform is designed for those aged 18 and over.
Research shows planning difficulties
A poll of 2,000 adults found 44% regularly struggle to meet up with friends because everyone has busy diaries and different commitments. Nearly half (45%) admitted they would socialise more often if getting plans in the diary was easier, while 28% make spontaneous plans with friends less often than they did five years ago.
How Pubscription works
Rather than simply listing nearby venues, the platform takes inspiration from the simplicity and personalisation of streaming. It applies the same approach of deciding what to watch to where to go out, while also offering vouchers to use at participating venues.
Nabil Nasser, global head of Heineken, said: "We believe life is better when it's shared. But as our lives become increasingly digital, creating those moments of real-world connection has never felt more important."
What the poll found
The poll found 46% would be more likely to try somewhere new if they received recommendations tailored to their interests and mood, while 38% would go out more often if discovering where to go was as easy as discovering something to watch. One in three (34%) added that knowing exactly where to go and what to do would make them more likely to say yes to a spontaneous social plan, according to the survey carried out by OnePoll.
However, 27% would rather somebody else organised the finer details of their social plans. Once plans are made, spending time together clearly matters, with 34% saying making memories with friends and family is what they value most about going out and socialising. For 53%, having real-life conversations is one of the main reasons they enjoy spending time together in person.
Nabil Nasser added: "Technology can give us endless ways to be entertained, but nothing replaces the simple pleasure of getting together."
