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CATCHING THE
ATTENTION OF
YOUNG AUDIENCES
FRANCESCA CIMINO & RIIKKA LÄTTI
MEDIA INTELLIGENCE SERVICE, EBU
INTRO: THE MIS
To become the EBU Hub for
research and analysis
Providing EBU departments and Members
with reliable market data, trustworthy
analysis and relevant arguments
VISION
MISSION
MIS: APPROACH
DATA
INFORMATION
ANALYSIS
ARGUMENTS
POLICY
ECONOMY
TECHNOLOGY
CULTURE
MULTIDIMENSIONAL
INTERNATIONAL
MIS: PRODUCTS AND SERVICES
Digital Radio Publications
Data Collection Cross-media Audience
Measurement
Information on
Request
MIS Portal
ebu.ch/mis
AGENDA
1. YOUTH IN EUROPE
2. NEWS NEEDS
3. NEWS PLATFORMS
4. WHAT ABOUT PSB?
1. YOUTH IN EUROPE
Source: EBU based on Eurostat / 15-29 year olds in the EU28 in 2013
18%
OF THE EU28
POPULATION
20 - 24%
17% - 20%
15% - 17%
Non EU Cyprus
23.6%
Italy
15.4% Source: EBU based on Eurostat / 15-29 year olds in the EU28 in 2013
OLDEST
30 MALTA
31 SLOVAKIA
33 CROATIA
YOUNGEST
20 SWEDEN
21 DENMARK
22 FINLAND
Source: EBU based on Eurostat, 2013
IMPACT ON
MEDIA HABITS
IMPACT ON NEWS
CONSUMPTION
14:25
10:16
3:49
3:47
16:40
11:31
11:23
7:15
16:50
12:43
4:37
3:59
13:20
9:21
9:19
6:46
92%
58%
53%
46%
87%
44%
12%
15%
95%
64%
62%
48%
64%
21%
8%
6%
Watch TV
Listen to the radio
Read newspapers
Read magazines
Computer
Mobile phone
Tablet device
Games console
TR
AD
IT
IO
NA
L
ME
DIA
IN
TE
RN
ET
US
E
TIME SPENT (HH:MM) USAGE (%)
All individuals
average
WEEKLY MEDIA HABITS OF EUROPEAN 16-24s
Source: IAB Mediascope 2012: In a typical week, which of the following activities you do? / In a typical week, how much time do you spend doing the following activities?
ARE TRADITIONAL TV VIEWING AND RADIO
LISTENING TIMES IN DECLINE?
RADIO LISTENING
TIMES IN STEADY
DECLINE
TV VIEWING TIMES
BIGGER DECLINES
IN 2013
Source: EBU based on Members data
% SMARTPHONE OWNERS WITH TABLETS
FRANCE UNITED
KINGDOM
SPAIN ITALY GERMANY
28% 41% 29% 24% 27%
+69%
YEAR ON YEAR GROWTH IN %
+84% +74% +95% +75%
Source: Comscore Multi-device and connected world report, March 2014
COMMUNICATION
WEEKLY SOCIAL MEDIA USAGE IN THE EU28
15-24
87%
25-39
66% 40-54
40%
55+
13%
AVERAGE
44%
HIGHEST USE
LOWEST USE
DENMARK NETHERLANDS SWEDEN
CZECH
REPUBLIC
GERMANY ROMANIA
Source: Eurobarometer, Autumn 2013
2. NEWS NEEDS
CATEGORIZING INFORMATION NEEDS
Personal
Social role
Environmental
Who am I?
What can we
talk about?
Where do I
belong?
Source: EBU based on Wilson, T., 1981
CATEGORIZING INFORMATION NEEDS:
YOUTH
Environmental
Personal
Social role
Source: EBU based on Wilson, T., 1981
CATEGORIZING INFORMATION NEEDS:
YOUTH
Identity
building
Education
Qualification
Environmental
Personal
Social role
Source: EBU based on Wilson, T., 1981
OPERATIONALISING NEEDS MODEL:
YLE NEWS
Ethnography Findings on a timeline Hands-on action points
MORNING
EVENING
DAY
Source: Yle News 2014
INTEREST IN TOPICS VARIES BY AGE
44%
35% 33%
24%
56% 59%
47% 43%
0%
10%
20%
30%
40%
50%
60%
International Politics Local Regional
Most important types of news 1/2
18-24
25-34
35-44
45-54
55+
Source: Reuters Institute Digital News Survey 2014 / Hans-Bredow-Institut, base: all markets
SCIENCE, WEIRD AND ENTERTAINMENT NEWS
APPEAL TO THE YOUNG
40%
31%
22% 27%
11% 9%
0%
10%
20%
30%
40%
50%
60%
Science & Tech Fun/Weird Entertainment
Most important types of news 2/2
18-24
25-34
35-44
45-54
55+
Source: Reuters Institute Digital News Survey 2014 / Hans-Bredow-Institut, base: all markets
YOUNG PEOPLE CONTINUE TO SPEND
LESS TIME WITH THE NEWS
0
20
40
60
80
100
1994 1996 1998 2000 2002 2004 2006 2008 2010 2012
Average total minutes spent consuming news yesterday
Total
18-29
Source: Pew Research Center 2013
0
20
40
60
80
100
2004 2006 2008 2010 2012
Average total minutes spent consuming news yesterday
Silents (-1945)
Boomers (1946-64)
Xers (1965-80)
Millennials (1981-)
INTEREST IN NEWS INCREASES WITH AGE,
BUT WILL THE GENERATIONAL GAP PREVAIL?
Source: Pew Research Center 2013
3. NEWS PLATFORMS
YOUNG AUDIENCES PREFER ONLINE NEWS
49%
38% 43% 44%
35%
49%
24%
56%
15%
59%
0%
10%
20%
30%
40%
50%
60%
Any online Any TV news
Main news platform by age
18-24
25-34
35-44
45-54
55+
Source: Reuters Institute Digital News Survey 2014 / Hans-Bredow-Institut, base: all markets
UK: NEWS ON MOBILE AHEAD OF PRINT
AND APPROACHING TV
56% 60%
40% 36%
21%
90%
21%
4%
54%
41%
0%
20%
40%
60%
80%
100%
TV Any online* Interet/appson mobile
Newspapers Radio
Platforms used for news “nowadays”
16-24
55+
Source: Ofcom News consumption in the UK 2014, *= Any internet or apps is an aggregate of all internet devices
GERMANY: TV AND ONLINE EQUALLY
IMPORTANT FOR 18-24’S
39% 46% 55% 58% 62%
40% 34% 25% 15% 9%
11% 15% 11% 17% 11%
7% 4% 8% 10% 16%
0%
20%
40%
60%
80%
100%
18-24 25-34 35-44 45-54 55+
Main news platform by age
Radio
Online
TV
Source: Reuters Institute Digital News Survey 2014 / Hans-Bredow-Institut, base: data from Germany
SWEDEN: 15-24’S BIGGEST PLATFORMS
ARE ONLINE AND FACEBOOK
52%
23% 22%
11%
40%
60%
14%
36%
0%
10%
20%
30%
40%
50%
60%
70%
2003 2007 2011 2012 2013
News sources on the average day, 2003-2013
Morning newspaper
TV news
Online news
Source: Nordicom Sweden Media Barometer 2013, Special Issue: Young People and Media
“SEISMIC SHIFT” IN ONLINE NEWS
VIDEO CONSUMPTION?
55% 58% 58% 59% 57%
42% 44% 46% 44% 47%
18% 17% 19% 17% 18%
0%
10%
20%
30%
40%
50%
60%
70%
18-24 25-34 35-44 45-54 55+
Thinking of the way you looked at news online
Looked at a list ofnews headlines
Read longer newsstories or articles
Watched newsvideo (live, clip orprogramme)
Source: Reuters Institute Digital News Survey 2014 / Hans-Bredow-Institut, base: all markets
4. WHAT ABOUT PSB?
RA
DIO
TV
46% WEEKLY REACH
41%
DAILY SHARE
15% 22%
EBU PUBLIC SERVICE ORGANIZATIONS – 15-24s
Source: EBU based on Members data, 2013
PUBLIC SERVICE NEWS OFFER 2013
TV:
33 COUNTRIES
35 PSB ORGANIZATIONS
70 CHANNELS
140 000
HOURS OF NEWS AND
CURRENT AFFAIRS
Source: EBU based on Members data, 2013
PUBLIC SERVICE NEWS OFFER 2013
RADIO:
22 COUNTRIES
22 PSB ORGANIZATIONS
28 STATIONS
75 000
HOURS OF NEWS AND
CURRENT AFFAIRS
Source: EBU based on Members data, 2013
PUBLIC SERVICE NEWS OFFER 2013
ONLINE:
35 COUNTRIES
44 PSB ORGANIZATIONS
171 WEBSITES
78
PSM WEBSITES INCLUDE
VIDEO NEWS PAGES
Source: EBU based on Members data, 2013
TURNING PUBLIC SERVICE VALUES INTO
THE LANGUAGE OF YOUNG AUDIENCES
UNIVERSALITY
INDEPENDENCE
EXCELLENCE
DIVERSITY
ACCOUNTABILITY
INNOVATION
THIS IS
WHAT WE
ARE
THIS IS
WHAT WE
PROMISE
TURNING PUBLIC SERVICE VALUES INTO
THE LANGUAGE OF YOUNG AUDIENCES
THIS IS
WHAT
WORKS
FOR
YOUNG
AUDIENCES
ENTERTAINMENT
FASCINATION
HIGH PRODUCTION
VALUE
SPEED NO MERCY
SEARCHING THE LIMITS
IDENTIFICATION /
ANTI-IDENTIFICATION
EASY TO DECIPHER
SEX APPEAL
Source: DR Audience Research 2014
HOW PSB VALUES CAN MEET YOUNG
AUDIENCES’ NEEDS: RTVE LAB
FASCINATION
HIGH PRODUCTION
VALUE
INNOVATION
+
Source: http://lab.rtve.es/
HOW PSB VALUES CAN MEET YOUNG
AUDIENCES’ NEEDS: VRT START-UP
SEARCHING THE LIMITS
ENTERTAINMENT
DIVERSITY
+
Source: http://beta.sambal.be/
HOW PSB VALUES CAN MEET YOUNG
AUDIENCES’ NEEDS: YLE NEWSGUARD
SPEED
EASY TO DECIPHER
UNIVERSALITY
+
1. Awareness of age/generation differences
3. Addressing all needstates of the audience
How are PSB set to face the future?
KEY TAKEAWAYS
2. Finding the audience in the fragmenting device/platform
landscape
QUESTIONS?
THANK YOU!
Francesca Cimino
Riikka Lätti
Media Intelligence Service (MIS)
European Broadcasting Union
