CATCHING THE ATTENTION OF YOUNG AUDIENCES -...
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CATCHING THE
ATTENTION OF
YOUNG AUDIENCES
FRANCESCA CIMINO & RIIKKA LÄTTI
MEDIA INTELLIGENCE SERVICE, EBU
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INTRO: THE MIS
To become the EBU Hub for
research and analysis
Providing EBU departments and Members
with reliable market data, trustworthy
analysis and relevant arguments
VISION
MISSION
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MIS: APPROACH
DATA
INFORMATION
ANALYSIS
ARGUMENTS
POLICY
ECONOMY
TECHNOLOGY
CULTURE
MULTIDIMENSIONAL
INTERNATIONAL
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MIS: PRODUCTS AND SERVICES
Digital Radio Publications
Data Collection Cross-media Audience
Measurement
Information on
Request
MIS Portal
ebu.ch/mis
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AGENDA
1. YOUTH IN EUROPE
2. NEWS NEEDS
3. NEWS PLATFORMS
4. WHAT ABOUT PSB?
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1. YOUTH IN EUROPE
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Source: EBU based on Eurostat / 15-29 year olds in the EU28 in 2013
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18%
OF THE EU28
POPULATION
20 - 24%
17% - 20%
15% - 17%
Non EU Cyprus
23.6%
Italy
15.4% Source: EBU based on Eurostat / 15-29 year olds in the EU28 in 2013
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OLDEST
30 MALTA
31 SLOVAKIA
33 CROATIA
YOUNGEST
20 SWEDEN
21 DENMARK
22 FINLAND
Source: EBU based on Eurostat, 2013
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IMPACT ON
MEDIA HABITS
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IMPACT ON NEWS
CONSUMPTION
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14:25
10:16
3:49
3:47
16:40
11:31
11:23
7:15
16:50
12:43
4:37
3:59
13:20
9:21
9:19
6:46
92%
58%
53%
46%
87%
44%
12%
15%
95%
64%
62%
48%
64%
21%
8%
6%
Watch TV
Listen to the radio
Read newspapers
Read magazines
Computer
Mobile phone
Tablet device
Games console
TR
AD
IT
IO
NA
L
ME
DIA
IN
TE
RN
ET
US
E
TIME SPENT (HH:MM) USAGE (%)
All individuals
average
WEEKLY MEDIA HABITS OF EUROPEAN 16-24s
Source: IAB Mediascope 2012: In a typical week, which of the following activities you do? / In a typical week, how much time do you spend doing the following activities?
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ARE TRADITIONAL TV VIEWING AND RADIO
LISTENING TIMES IN DECLINE?
RADIO LISTENING
TIMES IN STEADY
DECLINE
TV VIEWING TIMES
BIGGER DECLINES
IN 2013
Source: EBU based on Members data
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% SMARTPHONE OWNERS WITH TABLETS
FRANCE UNITED
KINGDOM
SPAIN ITALY GERMANY
28% 41% 29% 24% 27%
+69%
YEAR ON YEAR GROWTH IN %
+84% +74% +95% +75%
Source: Comscore Multi-device and connected world report, March 2014
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COMMUNICATION
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WEEKLY SOCIAL MEDIA USAGE IN THE EU28
15-24
87%
25-39
66% 40-54
40%
55+
13%
AVERAGE
44%
HIGHEST USE
LOWEST USE
DENMARK NETHERLANDS SWEDEN
CZECH
REPUBLIC
GERMANY ROMANIA
Source: Eurobarometer, Autumn 2013
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2. NEWS NEEDS
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CATEGORIZING INFORMATION NEEDS
Personal
Social role
Environmental
Who am I?
What can we
talk about?
Where do I
belong?
Source: EBU based on Wilson, T., 1981
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CATEGORIZING INFORMATION NEEDS:
YOUTH
Environmental
Personal
Social role
Source: EBU based on Wilson, T., 1981
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CATEGORIZING INFORMATION NEEDS:
YOUTH
Identity
building
Education
Qualification
Environmental
Personal
Social role
Source: EBU based on Wilson, T., 1981
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OPERATIONALISING NEEDS MODEL:
YLE NEWS
Ethnography Findings on a timeline Hands-on action points
MORNING
EVENING
DAY
Source: Yle News 2014
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INTEREST IN TOPICS VARIES BY AGE
44%
35% 33%
24%
56% 59%
47% 43%
0%
10%
20%
30%
40%
50%
60%
International Politics Local Regional
Most important types of news 1/2
18-24
25-34
35-44
45-54
55+
Source: Reuters Institute Digital News Survey 2014 / Hans-Bredow-Institut, base: all markets
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SCIENCE, WEIRD AND ENTERTAINMENT NEWS
APPEAL TO THE YOUNG
40%
31%
22% 27%
11% 9%
0%
10%
20%
30%
40%
50%
60%
Science & Tech Fun/Weird Entertainment
Most important types of news 2/2
18-24
25-34
35-44
45-54
55+
Source: Reuters Institute Digital News Survey 2014 / Hans-Bredow-Institut, base: all markets
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YOUNG PEOPLE CONTINUE TO SPEND
LESS TIME WITH THE NEWS
0
20
40
60
80
100
1994 1996 1998 2000 2002 2004 2006 2008 2010 2012
Average total minutes spent consuming news yesterday
Total
18-29
Source: Pew Research Center 2013
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0
20
40
60
80
100
2004 2006 2008 2010 2012
Average total minutes spent consuming news yesterday
Silents (-1945)
Boomers (1946-64)
Xers (1965-80)
Millennials (1981-)
INTEREST IN NEWS INCREASES WITH AGE,
BUT WILL THE GENERATIONAL GAP PREVAIL?
Source: Pew Research Center 2013
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3. NEWS PLATFORMS
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YOUNG AUDIENCES PREFER ONLINE NEWS
49%
38% 43% 44%
35%
49%
24%
56%
15%
59%
0%
10%
20%
30%
40%
50%
60%
Any online Any TV news
Main news platform by age
18-24
25-34
35-44
45-54
55+
Source: Reuters Institute Digital News Survey 2014 / Hans-Bredow-Institut, base: all markets
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UK: NEWS ON MOBILE AHEAD OF PRINT
AND APPROACHING TV
56% 60%
40% 36%
21%
90%
21%
4%
54%
41%
0%
20%
40%
60%
80%
100%
TV Any online* Interet/appson mobile
Newspapers Radio
Platforms used for news “nowadays”
16-24
55+
Source: Ofcom News consumption in the UK 2014, *= Any internet or apps is an aggregate of all internet devices
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GERMANY: TV AND ONLINE EQUALLY
IMPORTANT FOR 18-24’S
39% 46% 55% 58% 62%
40% 34% 25% 15% 9%
11% 15% 11% 17% 11%
7% 4% 8% 10% 16%
0%
20%
40%
60%
80%
100%
18-24 25-34 35-44 45-54 55+
Main news platform by age
Radio
Online
TV
Source: Reuters Institute Digital News Survey 2014 / Hans-Bredow-Institut, base: data from Germany
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SWEDEN: 15-24’S BIGGEST PLATFORMS
ARE ONLINE AND FACEBOOK
52%
23% 22%
11%
40%
60%
14%
36%
0%
10%
20%
30%
40%
50%
60%
70%
2003 2007 2011 2012 2013
News sources on the average day, 2003-2013
Morning newspaper
TV news
Online news
Source: Nordicom Sweden Media Barometer 2013, Special Issue: Young People and Media
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“SEISMIC SHIFT” IN ONLINE NEWS
VIDEO CONSUMPTION?
55% 58% 58% 59% 57%
42% 44% 46% 44% 47%
18% 17% 19% 17% 18%
0%
10%
20%
30%
40%
50%
60%
70%
18-24 25-34 35-44 45-54 55+
Thinking of the way you looked at news online
Looked at a list ofnews headlines
Read longer newsstories or articles
Watched newsvideo (live, clip orprogramme)
Source: Reuters Institute Digital News Survey 2014 / Hans-Bredow-Institut, base: all markets
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4. WHAT ABOUT PSB?
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RA
DIO
TV
46% WEEKLY REACH
41%
DAILY SHARE
15% 22%
EBU PUBLIC SERVICE ORGANIZATIONS – 15-24s
Source: EBU based on Members data, 2013
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PUBLIC SERVICE NEWS OFFER 2013
TV:
33 COUNTRIES
35 PSB ORGANIZATIONS
70 CHANNELS
140 000
HOURS OF NEWS AND
CURRENT AFFAIRS
Source: EBU based on Members data, 2013
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PUBLIC SERVICE NEWS OFFER 2013
RADIO:
22 COUNTRIES
22 PSB ORGANIZATIONS
28 STATIONS
75 000
HOURS OF NEWS AND
CURRENT AFFAIRS
Source: EBU based on Members data, 2013
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PUBLIC SERVICE NEWS OFFER 2013
ONLINE:
35 COUNTRIES
44 PSB ORGANIZATIONS
171 WEBSITES
78
PSM WEBSITES INCLUDE
VIDEO NEWS PAGES
Source: EBU based on Members data, 2013
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TURNING PUBLIC SERVICE VALUES INTO
THE LANGUAGE OF YOUNG AUDIENCES
UNIVERSALITY
INDEPENDENCE
EXCELLENCE
DIVERSITY
ACCOUNTABILITY
INNOVATION
THIS IS
WHAT WE
ARE
THIS IS
WHAT WE
PROMISE
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TURNING PUBLIC SERVICE VALUES INTO
THE LANGUAGE OF YOUNG AUDIENCES
THIS IS
WHAT
WORKS
FOR
YOUNG
AUDIENCES
ENTERTAINMENT
FASCINATION
HIGH PRODUCTION
VALUE
SPEED NO MERCY
SEARCHING THE LIMITS
IDENTIFICATION /
ANTI-IDENTIFICATION
EASY TO DECIPHER
SEX APPEAL
Source: DR Audience Research 2014
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HOW PSB VALUES CAN MEET YOUNG
AUDIENCES’ NEEDS: RTVE LAB
FASCINATION
HIGH PRODUCTION
VALUE
INNOVATION
+
Source: http://lab.rtve.es/
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HOW PSB VALUES CAN MEET YOUNG
AUDIENCES’ NEEDS: VRT START-UP
SEARCHING THE LIMITS
ENTERTAINMENT
DIVERSITY
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Source: http://beta.sambal.be/
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HOW PSB VALUES CAN MEET YOUNG
AUDIENCES’ NEEDS: YLE NEWSGUARD
SPEED
EASY TO DECIPHER
UNIVERSALITY
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1. Awareness of age/generation differences
3. Addressing all needstates of the audience
How are PSB set to face the future?
KEY TAKEAWAYS
2. Finding the audience in the fragmenting device/platform
landscape
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QUESTIONS?
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THANK YOU!
Francesca Cimino
Riikka Lätti
Media Intelligence Service (MIS)
European Broadcasting Union