MACROTRENDS

FALL/WINTER 2016

Supply & On Demand

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

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.

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.

By Date

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.

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.

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.

Less Is Morality

FALL/WINTER 2016

Moral messages are fading from media as young consumers enjoy debating issues and exploring moral ambiguity through entertainment.

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.

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.

(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.

Genre Trends

FALL/WINTER 2016

Amidst the abundance of entertainment options available today, the following genres are standing out.

Branding Trends

FALL/WINTER 2016

Youth want brands to create tools and experiences that provide entertainment rather than simply sell products.

Marketing Tips

FALL/WINTER 2016

These marketing tips and examples offer guidance and inspiration for delivering entertainment to young consumers.