Heineken has teamed up with Amazon to launch 'Pubscription', described as the first streaming service for nights out, after research found that finding a time when everyone is free is the biggest barrier to making social plans.
A poll of 2,000 adults found 44% are regularly thwarted in their attempts to meet up with friends because of the challenge of aligning busy diaries. One in three struggle to organise get-togethers because their friendship group cannot agree on what to do in the first place.
Research highlights barriers to socialising
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.
The survey, carried out by OnePoll, also found 46% would be more likely to try somewhere new if they received recommendations tailored to their interests and mood, and 38% would go out more often if discovering where to go was as easy as discovering something to watch.
How Pubscription works
Rather than simply listing nearby venues, the platform, which is available on Fire TV to those aged 18 and over, 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.
“Pubscription uses the simplicity we’ve come to expect from streaming to do something very human: help friends get together, discover a great pub and spend time with each other.”
Spontaneous plans and valued moments
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. 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.
Nasser added: “Technology can give us endless ways to be entertained, but nothing replaces the simple pleasure of getting together.”
