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Macrotrends

Free For All

... youth in the U.S. and UK (52% and 48%, respectively) play video games in their spare time, and between the two cohorts, Zs are more likely to engage in this activity than their older generational counterparts: 60% of U.S. Zs and 54% of UK Zs play video games in their spare time versus 45% of U.S. Ys and 43% of UK Ys. What’s more, Zs were the most likely of the four generations explored in Cassandra’s Generations Report to view gaming as a positive activity. In fact, around half of Zs from the U.S ...

Future Of Entertainment

... release timeline is yet to be announced.Blade’s Shadow After a successful run in Europe, French gaming startup Blade is preparing for the U.S. release of its cloud gaming service Shadow, which gives gamers the ability to game on any device with an Internet connection. Unlike other cloud gaming services, Blade gives users access to a full Windows PC that can run both games and other software, not just Blade’s software. Rather than play from their own PCs, Blade subscribers can connect to a PC data ...

Always Be Hustling

... happiness. Both generations are harnessing the tools they have at their disposal to make this happen—namely, the Internet and social media—not only to learn the skills they need to pursue their hustles, but to set up infrastructure and broadcast awareness to achieve their entrepreneurial dreams.What’s more, these same groups express a clear preference for working smarter, not harder, over the concept of working hard, playing hard (see data below). The notion that one should “work hard, play ...

Culture Spotlight On Nigeria

... where a character keeps moving until they hit an obstacle) about a traffic cop and a bus crash that causes chaos throughout the city's streets. Similarly, Monkey Post is soccer-like game, but the action takes place in the streets instead of a stadium, as this is more representative of the way young people in the country play. Jagun: Clash of Kingdoms is an arcade-style game where the players defend a fictional medieval empire in Nigeria. Other games have reflected the Ebola ...

Mix Masters

... 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.Young people are putting a new spin on the concept of co-creation, no longer considering it only a part of the initial development of a work but also as a post-release opportunity. They want to play with finished works, whether that be remixing an album, making a mashup of scenes, or reimagining a favorite storyline set in ...

Culture Spotlight On France

... willingness to pay for such services will grow in the future.In which of the following ways, if any, do you listen to music? Free streaming service (e.g., YouTube, Spotify) | Paid streaming service (e.g., Spotify Premium, Pandora One) 64% of French youth agree that in the past year, gaming has become more popular in their country.CONSOLE GAMING IN FRANCETwo in 10 (23%) youth in France play console games more often than they did a year ago, while another 27% play the same amount as they did a year ago ...

Culture Spotlight On The UK

... pronounced among 24% of men and 22% of those aged 14-21.TYPES OF GAMES Played IN THE UKHalf of Trendsetters in the UK enjoy playing simulation (53%) and multiplayer games (50%), while one-third of UK youth overall like to play multiplayer, solo player, simulation (e.g., Sims), and first-person shooter games. Men and Gen Z youth are more likely than their counterparts to play each of these types of games.What types of games, if any, do you like to play?Please select all that apply. Multiplayer games ...

Category Lens

... polarization through the creation of echo chambers and information bubbles. A recent study by the Knight Foundation and Gallup cited increasing concerns over the role that technology companies play in democracy. On the other hand, youth today are two times more likely to say that technology companies can make a positive difference in the world than other types of companies. For technology companies, this push and pull informs the following category implications.How might tech companies educate their ...

Global Gaming Trends

... and more entrenched as an element of popular culture. Already, 43% of global youth and half of young males around the world play video games to keep up with popular culture. The rise of appointment gaming—namely trivia games—the incredible impact of Fortnite, and the elevation of video game music are trends taking off globally as more young people enjoy gaming. NOT SO TRIVIAL PURSUITIn today’s digital world, young people are used to being able to access a seemingly endless amount of ...

The State Of The Sub/Urban

... Cities and suburbs are becoming increasingly similar, altering the ways in which people live, work, and play, and thereby the ways in which they interact with brands.Young consumers are craving change to the traditional ways of life in cities and suburbs. Rather than accepting the quality of life that either atmosphere offers, they're looking for cities to adopt the most appealing aspects of suburbs and vice versa in order to improve how they live, work, and play in either place. Whereas urban ...