Video Game Time
WINTER/SPRING 2017
eSports are poised to become the next big sport genre among youth because they directly reflect the generational values of Ys and Zs.
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Leagues Of Their Own
WINTER/SPRING 2017
Young generations are giving rise to nontraditional sports, broadening the industry and creating more entry points for engagement.
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Numbers Game
WINTER/SPRING 2017
The rise of in-game technology and data-driven performance metrics is changing both how sports are played and the way that young people engage in modern fandom.
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Dream Team
WINTER/SPRING 2017
Fantasy sports are a relatively untapped arena for brands to connect with fans around their passion for sports and desire for active engagement.
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Carrying The Torch
WINTER/SPRING 2017
Though traditional live viewership of the Olympics is down, youth still genuinely care about the games and engage with them in alternative ways that are more relevant to their generations.
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Active-ists
WINTER/SPRING 2017
The sports industry is becoming a key arena for political and social activism, with athletes leading the charge toward change.
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Fair Game
WINTER/SPRING 2017
Sports are becoming more inclusive of female athletes and fans, but gender inequality is still largely evident among authority roles within the industry.
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Play The Game
WINTER/SPRING 2017
Young generations are passionate about playing sports, but are facing challenges, including high costs and safety concerns, prompting them to turn to brands for support.
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Stage Of The Game
WINTER/SPRING 2017
Young fans' fascination with the world of sports is propelling the growth of scripted entertainment about the many players across the industry.
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Marketing Tips
WINTER/SPRING 2017
These marketing tips and examples serve as a playbook for engaging young generations around sports.
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Creating For The Creators
FALL/WINTER 2016
Entertainment companies and brands must reconsider their offerings because youth are adding their own creative lens to content and becoming competitive entertainers in their own right.
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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.
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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.
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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.
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Omnitainment
FALL/WINTER 2016
As the line between marketing and media continues to blur, all brands will need to incorporate elements of entertainment in order to remain relevant to youth.
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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.
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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.
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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.
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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.
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Less Is Morality
FALL/WINTER 2016
Moral messages are fading from media as young consumers enjoy debating issues and exploring moral ambiguity through entertainment.
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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.
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Epic Entertainment
FALL/WINTER 2016
Youth crave entertainment that evokes a spectacle, even if it means that the authenticity of media is compromised in the process.
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(Ana)logging Off
FALL/WINTER 2016
Young people are supplementing their digital entertainment habits with analog options that let them connect IRL while projecting a cultural cachet.
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Genre Trends
FALL/WINTER 2016
Amidst the abundance of entertainment options available today, the following genres are standing out.
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