DATA

FALL/WINTER 2016

TV, Movies & Books

Youth are avid consumers of a wide variety of content and platforms and are also noted multitaskers while consuming entertainment, with activities like browsing social media occurring simultaneously. 

Bingeing

FALL/WINTER 2016

Entertainment bingeing is on the rise among youth, who regard it as a valuable way to consume content on their own terms and achieve instant gratification.

Marketing & Advertising

FALL/WINTER 2016

Traditional ads are fading in favor among youth, who are beginning to prefer alternative forms of marketing from brands, such as original content, sponsored events, and experiences.

By Date

Supply & On Demand

FALL/WINTER 2016

Young people are beginning to replace distributors as entertainment programmers, expecting all media platforms, including movie theaters, to deliver content they request on demand.

IRL (In Real Live)

FALL/WINTER 2016

Youth want entertainment that is typically reserved for in-home engagement to be delivered via live events in order to experience this content in a more immersive, participatory manner.

Social (TV) Network

FALL/WINTER 2016

Youth are spending the largest share of their entertainment consumption time on social media, as it’s become the new TV for young generations.

Scene Stealers

FALL/WINTER 2016

Young consumers have elevated the role of behind-the-scenes content, considering it just as important as primary pieces of entertainment.

Mix Masters

FALL/WINTER 2016

Youth are looking to entertainment properties and brands to provide them with professional-quality content to imbue with their own creative layer and share among their peers.

Variety Show

FALL/WINTER 2016

Youth are hungry for diverse—though not merely politically correct—entertainment that reflects the culturally varied society in which they live.

Re-New

FALL/WINTER 2016

Youth are driving a countertrend in entertainment: they crave familiar content from brands as it relieves the weight of having to discover and immerse themselves in entirely new narratives.

Reality Bites

FALL/WINTER 2016

Companies are eager to experiment with VR as a marketing tool, but a more consumer-centric approach is needed before the medium is adopted en masse.

Entertainment Landscape

FALL/WINTER 2016

Entertainment—particularly music and streaming video—is an ever-present and important part of youth’s lives, and they’re willing to splurge on such content as it provides inspiration and offers touchpoints for connection.

Media Mix

FALL/WINTER 2016

Youth want to be well-rounded in terms of their entertainment consumption, and they’re seeking content that is humorous, inspiring, and, as a reflection of the social nature of their lives, shareable.

Celebrity & Pop Culture

FALL/WINTER 2016

While youth think their generation is too consumed with pop culture, they nevertheless regard it as a fundamental part of society and, increasingly, a source of inspiration for their personal and professional lives.

Music

FALL/WINTER 2016

Music is youth’s most beloved form of entertainment, and they want brands to fuel their fandom by helping them discover new songs and artists.

Gaming

FALL/WINTER 2016

Both digital and analogue gaming are on the rise among youth, who regard them as fun ways to escape and connect with others.

Technology & Social Media

FALL/WINTER 2016

Youth regard technology as a blessing when it comes to entertainment, and they’re taking advantage of it to create their own content and to go behind the scenes of the properties and performers they love.