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Millennial Footprint
On Media and Entertainment
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“Generations are shaped by history, and then history is
shaped by generations” Aristotle
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Each Generation
Shares in History: • Common Age • Common Location
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Each Generation
Shares Common: • Attitudes • Behavior Traits • Collective Identity
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Actions/Behaviors
Opinions/Attitudes
What shapes behaviors?
Values/Beliefs
What are the prevailing cultural norms when growing up?
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Baby Boomers
Focus of Attention
Self-Actualized
Idealistic
Group Oriented
Challenge Authority/Rules
Work-focused
Change Agents
Generation X
Ignored
Survivors
Cynical
Individualists
Avoid the rules
Self-Directed
Pragmatic
Millennials
Special
Sheltered
Confident
Team-Oriented
Conventional
Pressured
Achieving
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Generations and Technology
Boomers 1980’s – 1990’s
GenXers 2000’s – 2010’s
Millennials 2010’s – 2030’s
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OUTLINE
• Who are the Millennials? • The Four Values That
Shape Their Behavior • The Footprint for the
Future of Media and Entertainment
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Who Are the Millennials?
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The Millennials
• Born 1982 – 2004 • Currently 10-32 years old • 32% of US Population (100 million)
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Coming of age in the 2000’s
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What Do We Know About Millennials?
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Millennials
• Special
• Sheltered
• Confident
• Team-oriented
• Achieving
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Most Ethnically Diverse and Educated Generation
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High School and College-Aged Youth Trend in Last 15 Years
• unstructured free play, hours per week DOWN • sleep, hours per week DOWN • age at which career choices are made DOWN • temp work for pay, hours per week DOWN • homework, hours per week UP • intend to go to 4-year college, share of total UP • admission standards, at typical college UP • first job via internship, share of total UP
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Four Millennial Themes That Will Shape Media and Entertainment
• Hyper-Socialization • First Life/Second Life Blend • The Maker Movement • The Barney Effect
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I Love Everybody
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I Love My Family
• Get along with parents • 82% of teens report
“no problems” with any family member—up from 75% in 1983, 48% in 1974.*
• Parents are a source they Trust!
*Source: National Association of Secondary School Principals (2005)
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I Love My Friends
“My friends are the most important thing in my life”
Millennials 55%
GenXers 44% Boomers
40%
*Source: Percent Strongly Agree and Agree, LifeCourse survey, 2014
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I Love My Friends
Source: Entertainment Software Association
51%
of Millennials play games with their friends.
16%
of Millennials play games with their parents.
32%
of Millennials play games with their
family members.
72%
of Millennials play games
with their friends and
family members.
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I Love My Community(Trust)
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I Trust My Community
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Hyper-Socialization
It takes a village • 55 million viewers • 16 days • 1.6 million participating • Social experiment • Democracy v. Anarchy
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First Life/Second Life Blend
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First Life/Second Life Blend
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First Life/Second Life Blend
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First Life/Second Life Blend
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First Life/Second Life Blend
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In Real Life
“He’s the site’s worst troll, but IRL he’s a lawyer”
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First Life/Second Life Blend
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First Life/Second Life Blend
10hrs
8hrs
7hrs
MILLENNIAL BOOMER GENXER
Average hours a day in front of a screen.
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First Life/Second Life Blend
Sometimes, I think Life
is like a video game
52%
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First Life/Second Life Blend
“I know it’s not real, but I think it is”
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The Maker Movement
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The Maker Movement 30% of Millennial’s Media time is spent with User Generated Content (UGC)*
*Content created and curated by their peers
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Maker Movement
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Maker Movement
Where players create and creators play
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The Maker Movement
Education Avocation
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Avo-tainment There are 1 million broadcasters on twitch.tv Top earner in 2013: over $300k
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Avo-tainment
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Edu-tainment
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The Barney Effect
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The Barney Effect– Be Nice, Be Fair
Source: CNN/ORC poll, Feb 2014
"The government should work to substantially reduce the income gap between the rich and the poor."
72% of Millennials
Agree
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Socially Conscious
“Having a positive impact on society is important to me.”
Percent Strongly Agree *Source: LifeCourse survey, 2014
Millennials 30%
GenXers 24% Boomers
22%
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Socially Conscious “It is important to me to company I buy products from supports social causes.”
*Source: LifeCourse survey, 2014
Percent Agree
Millennials 54%
GenXers 46%
Boomers 48%
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Equity/Fairness
70% of Millennials agree with the statement “If a company is unfair with me, I’ll figure out how to make things fair.”
Nick Shore. “Millennials Are Playing with You.” Harvard Business Review. December 12, 2011.
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Equity/Fairness
“Millennials expect brands to listen to their feedback and engage in a two-way, interactive conversation with them.” --Social Intelligence
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Participation
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SUMMARY
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40,832
30,634 26,927
32,767
16,342 15,293 13,923 12,354 11,630 11,906 9,920 9,124 8,841 8,910 9,001 8,006
5,187 5,132 5,413 4,166
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Feb '11 Feb '12 Feb '13 Feb '14
FOX CMDY ESPN ADSM TOON
• Across all networks, the total P18-34 audience decreased in audience size from 2011-2014.
THE MAJORITY OF NETWORKS ARE SEEING A DECLINE IN THEIR 18-34 AUDIENCE
Prepared for: Twitch TV Source: Source: Nielsen; Combined Home & Work Online Panel, P18-34, Feb 2011-2014
P18-34 Network Reach Proj (000) 2011-2014 % Change
FOX -20% CMDY -24% ESPN -22% ADSM -9% TOON -20%
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0.000%
0.005%
0.010%
0.015%
0.020%
0.025%
0.030%
0.035%
0.040%
0.045%
Shar
e of
Sea
rch
Clic
ks
Search Term Variations - "twitch" vs "buzzfeed"
"twitch"
"buzzfeed"
Search Term Variations Volume of search variations of ‘twitch’ has increased 12x or 1105% YoY
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Three-Word Mantra
PARTICIPATE CREATE SHARE
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The Education Revolution
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Check Your Basement
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THANK YOU!
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