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Millennial Footprint

On Media and Entertainment

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“Generations are shaped by history, and then history is

shaped by generations” Aristotle

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Each Generation

Shares in History: • Common Age • Common Location

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Each Generation

Shares Common: • Attitudes • Behavior Traits • Collective Identity

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Actions/Behaviors

Opinions/Attitudes

What shapes behaviors?

Values/Beliefs

What are the prevailing cultural norms when growing up?

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Baby Boomers

Focus of Attention

Self-Actualized

Idealistic

Group Oriented

Challenge Authority/Rules

Work-focused

Change Agents

Generation X

Ignored

Survivors

Cynical

Individualists

Avoid the rules

Self-Directed

Pragmatic

Millennials

Special

Sheltered

Confident

Team-Oriented

Conventional

Pressured

Achieving

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Generations and Technology

Boomers 1980’s – 1990’s

GenXers 2000’s – 2010’s

Millennials 2010’s – 2030’s

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OUTLINE

• Who are the Millennials? • The Four Values That

Shape Their Behavior • The Footprint for the

Future of Media and Entertainment

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Who Are the Millennials?

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The Millennials

• Born 1982 – 2004 • Currently 10-32 years old • 32% of US Population (100 million)

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Coming of age in the 2000’s

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What Do We Know About Millennials?

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Millennials

• Special

• Sheltered

• Confident

• Team-oriented

• Achieving

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Most Ethnically Diverse and Educated Generation

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High School and College-Aged Youth Trend in Last 15 Years

• unstructured free play, hours per week DOWN • sleep, hours per week DOWN • age at which career choices are made DOWN • temp work for pay, hours per week DOWN • homework, hours per week UP • intend to go to 4-year college, share of total UP • admission standards, at typical college UP • first job via internship, share of total UP

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Four Millennial Themes That Will Shape Media and Entertainment

• Hyper-Socialization • First Life/Second Life Blend • The Maker Movement • The Barney Effect

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I Love Everybody

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I Love My Family

• Get along with parents • 82% of teens report

“no problems” with any family member—up from 75% in 1983, 48% in 1974.*

• Parents are a source they Trust!

*Source: National Association of Secondary School Principals (2005)

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I Love My Friends

“My friends are the most important thing in my life”

Millennials 55%

GenXers 44% Boomers

40%

*Source: Percent Strongly Agree and Agree, LifeCourse survey, 2014

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I Love My Friends

Source: Entertainment Software Association

51%

of Millennials play games with their friends.

16%

of Millennials play games with their parents.

32%

of Millennials play games with their

family members.

72%

of Millennials play games

with their friends and

family members.

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I Love My Community(Trust)

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I Trust My Community

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Hyper-Socialization

It takes a village • 55 million viewers • 16 days • 1.6 million participating • Social experiment • Democracy v. Anarchy

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First Life/Second Life Blend

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First Life/Second Life Blend

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First Life/Second Life Blend

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First Life/Second Life Blend

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First Life/Second Life Blend

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In Real Life

“He’s the site’s worst troll, but IRL he’s a lawyer”

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First Life/Second Life Blend

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First Life/Second Life Blend

10hrs

8hrs

7hrs

MILLENNIAL BOOMER GENXER

Average hours a day in front of a screen.

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First Life/Second Life Blend

Sometimes, I think Life

is like a video game

52%

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First Life/Second Life Blend

“I know it’s not real, but I think it is”

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The Maker Movement

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The Maker Movement 30% of Millennial’s Media time is spent with User Generated Content (UGC)*

*Content created and curated by their peers

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Maker Movement

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Maker Movement

Where players create and creators play

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The Maker Movement

Education Avocation

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Avo-tainment There are 1 million broadcasters on twitch.tv Top earner in 2013: over $300k

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Avo-tainment

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Edu-tainment

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The Barney Effect

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The Barney Effect– Be Nice, Be Fair

Source: CNN/ORC poll, Feb 2014

"The government should work to substantially reduce the income gap between the rich and the poor."

72% of Millennials

Agree

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Socially Conscious

“Having a positive impact on society is important to me.”

Percent Strongly Agree *Source: LifeCourse survey, 2014

Millennials 30%

GenXers 24% Boomers

22%

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Socially Conscious “It is important to me to company I buy products from supports social causes.”

*Source: LifeCourse survey, 2014

Percent Agree

Millennials 54%

GenXers 46%

Boomers 48%

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Equity/Fairness

70% of Millennials agree with the statement “If a company is unfair with me, I’ll figure out how to make things fair.”

Nick Shore. “Millennials Are Playing with You.” Harvard Business Review. December 12, 2011.

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Equity/Fairness

“Millennials expect brands to listen to their feedback and engage in a two-way, interactive conversation with them.” --Social Intelligence

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Participation

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SUMMARY

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40,832

30,634 26,927

32,767

16,342 15,293 13,923 12,354 11,630 11,906 9,920 9,124 8,841 8,910 9,001 8,006

5,187 5,132 5,413 4,166

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

Feb '11 Feb '12 Feb '13 Feb '14

FOX CMDY ESPN ADSM TOON

• Across all networks, the total P18-34 audience decreased in audience size from 2011-2014.

THE MAJORITY OF NETWORKS ARE SEEING A DECLINE IN THEIR 18-34 AUDIENCE

Prepared for: Twitch TV Source: Source: Nielsen; Combined Home & Work Online Panel, P18-34, Feb 2011-2014

P18-34 Network Reach Proj (000) 2011-2014 % Change

FOX -20% CMDY -24% ESPN -22% ADSM -9% TOON -20%

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0.000%

0.005%

0.010%

0.015%

0.020%

0.025%

0.030%

0.035%

0.040%

0.045%

Shar

e of

Sea

rch

Clic

ks

Search Term Variations - "twitch" vs "buzzfeed"

"twitch"

"buzzfeed"

Search Term Variations Volume of search variations of ‘twitch’ has increased 12x or 1105% YoY

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Three-Word Mantra

PARTICIPATE CREATE SHARE

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The Education Revolution

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Check Your Basement

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THANK YOU!