|HOME||MEDIAVILLAGE.com||WOMEN ADVANCING||HOOKED UP||MEMBERSHIP INFO||MEMBER COMPANIES||MEDIA BUSINESS REPORT||ECONOMIC FORECASTS||RESEARCH|
Published: May 12, 2008 at 02:09 AM GMT
Last Updated: May 9, 2008 at 02:09 AM GMT
In 2006, 32 percent of adults 18 to 24 said they spent more than three hours per day, on average, online for personal enjoyment, according to JackMyers research. In 2007, 44.5 percent of adults 18 to 24 said they spend more than three hours per day.
"The focus now is on the consumer," says JackMyers Future of Media Breakfast panelist Sara Fay, CEO of Aegis North America, when asked about trends in digital content. "We have to remember the user is in control, and that facilitates great experiences for consumers and adds value for them."
The audience Fay and others are trying to reach has some interesting characteristics. Nearly 53 percent of adults 18 to 24 who watch user-generated videos online say they watch occasionally or frequently, while 33 percent of adults 25 to 54 say the same, according to JackMyers Emotional Connections™ Consumer Research Studies*. 18 to 24 year-old males view more frequently than females that same age: nearly 64 percent of males say they watch user-generated videos online occasionally or frequently vs. 43 percent of females.
Teens view user-generated content with even greater frequency. Among teens age 15 to 17 who watch, 64 percent say they watch occasionally or frequently.
That younger demographic also goes online not just for user-generated content, but for some of their network television viewing as well. Forty percent of online users age 12 and over watch television programming online and 20 percent say they watch on a weekly basis, according to a February 2008 study by Solutions Research Group of 1100 online Americans. Of teens 15 to 17 who watch network television online, 48 percent say they do so occasionally or frequently. And among adults 18 to 24 who watch network TV online, 42 percent say they watch occasionally or frequently. Of 25 to 54 year-olds, 28 percent say they occasionally or frequently watch, according to the Emotional Connections Study.
Dina Kaplan, COO of blip.tv, in an exclusive interview with JackMyers Media Business Report, says "what's happening right now online, especially through sites like blip.tv, is very threatening to the old network system. The networks have lost the control that they had since the advent of television to decide what's going to be popular and what's not." Whether a 28 year-old catches episodes of Lost on ABC.com or a 16 year-old watches the original web series The Naked Brothers Band on WWBiggies.com or Nickelodeon, the boundaries between network and online are blurring.
Albie Hecht, CEO of digital entertainment studio Worldwide Biggies, acknowledges "Our audience is primarily young adults and the digital family," says Hecht in an exclusive interview with JackMyers Media Business Report. "It's sort of two audiences that I learned at Nickelodeon and Spike." Hecht, who developed Worldwide Biggies after more than ten years at Nickelodeon, creates web properties like Star vs. Star and the upcoming Princess Bride Game.
Cutting-edge content is indeed consumed by a younger audience and more often, but the older demographic is not far behind. As programming on the web shifts to cater to its audiences, new trends of entertainment are catching on for every audience. "Funny is money," says Hecht when asked what programming performs the best on the Worldwide Biggies site. "So most of the things we do seem to have a sense of humor. I definitely say comedy is engaging."
Internet users have become seasoned critics, especially because their involvement with content is not limited to strictly consumption now; they are creating some of it as well. Thirty-four percent of adults age 18 to 24 who produce or submit user-generated content online say they do so frequently or occasionally and over 44 percent of teens 15 to 17 say the same. Young adults have moved into the driver's seat in online content.
As new and fresh online content crops up everyday, the audience paying attention to it becomes more demanding, more empowered and ever changing. The future of digital content is seemingly boundless; it's not just for a dimly lit bedroom with a laptop or an office-computer lunchtime break.
Kaplan reiterates, "We definitely believe that in a few years, many of these top Web shows will be watched on people's television sets. Honestly, I think they're meant to be watched on the comfortable couch in your living room, with a remote control in hand."
To support publishers' needs to monetize this growth and expansion, the Interactive Advertising Bureau (IAB) Leadership Forum on May 5 announced its Digital Video In-Stream Format Guidelines and Best Practices.
(*Data is based on those who participated in activity in the past month. From JackMyers Emotional Connections Study 2007: Media and Technology Usage)
The Growing eSports Marketplace for Brands
This week on Mindshare’s Culture Vulture Live, Alexis Fragile explores the rise of eSports in North America.
Q&A: Dentsu Aegis SE Asia on Automation, Programmatic and TV
The Summer of Sears continues! Jay Sears, Senior Vice President Marketplace Development of Rubicon Project discusses "Automation, Programmatic and TV" with Anna Chan of Dentsu Aegis' Amnet Asia. The two executives appeared at Rubicon Project's 2nd Annual Real Time Trading Update from SE Asia's Buy Side in Bintan, Indonesia in July 2015.
“AGT” Presents One of the Most Amazing Things You Will Ever See on Any Screen
NBC’s summer hit “America’s Got Talent” has offered up countless impressive acts during its decade-long run … but there was one on the show Tuesday night that in my opinion topped them all. In fact, it was so amazing that it doesn’t seem adequate to qualify it against other “AGT” acts only, so let me say this: It was one of the most incredible things I have ever seen on television – and, in part, on Instagram – period. My neighbors and I were as slack-jawed as judges Howard Stern, Heidi Klum, Mel B and Howie Mandel, and host Nick Cannon, at the end of the segment.
SMI: Vibrant July Gets Ad Spend Market Back on Track
Following a challenging start to the year for most media owners, July delivered the biggest growth numbers of 2015 so far, fueled by digital and a resurgent out-of-home market.
Post-TCA Musings: “Fear the Walking Dead,” “I Am Cait,” “Mr. Robot”
Shortly after the publication of my column last Friday, which was filled with hindsight reflections on the recently concluded Summer 2015 Television Critics Association tour, I heard from a former TCA member with an interesting observation of his own.
Will There Be a New Media Distribution Consensus?
It’s been awhile since DISH CEO Charles Ergen began accumulating spectrum to augment his ability to provide robust programming to subscribers via mobile broadband. Last week, I noted that AT&T CEO Randall Stephenson was, more or less kind of, leapfrogging Charlie and putting the strategic idea together by absorbing DirecTV. And, on the cheaper side of the immediate future, major cable MSO/ISPs Comcast, Charter (presumably with the Time Warner Cable and Bright House acquisitions), Cablevision, Cox and others already provide Internet access via Wi-Fi hotspots everywhere (and all together) and are moving to use almost any set-top box (or dongle or device) via the cloud. (Charter’s Thomas Rutledge was a mover behind the remote DVR at Cablevision.) Also at the end of last week, Investor’s Business Daily reported that Oppenheimer analyst Tim Horan was predicting that Verizon, Sprint and T-Mobile would, one way or another, find a way to partner a la AT&T/DirecTV, too.
“TREotM”: The 2nd Decade of the 21st Century
Chapter 12, Part 1
What We Know About Frequency in TV and Digital Advertising: Pt. 2
By Gian Fulgoni, Bill Harvey and Andrew Lipsman
Ashley Madison and the Future of Men
The recent Ashley Madison hack revealed that 86% of the site's users were men, casting men and the online dating culture into the spotlight--and not in a good way.
"Fear the Walking Dead" is Here at Last!
Without a doubt the most feverishly anticipated new series of 2015 is "Fear the Walking Dead," AMC's fearsome prequel to "The Walking Dead." And tonight, at long last, it's showtime!
Is The Agency Model Broken?
Bill Koenigsberg, CEO of Horizon Media, was probably right when he recently pointed out that the old agency model is broken. But it has happened for many reasons that are not only associated with approximately $30 billion in client billings now in review.
The Millennial Dilemma
We’ve been called lazy, arrogant, narcissistic -- and most definitely tech-absorbed. When older generations hear the word “Millennials,” they often groan or shake their heads. We are the spoiled generation, connected constantly to our phones and missing out on real relationships, real connections. Or so they say.
At TCA Tours, Broadcast is Still the Game to Beat
It’s been a week since the 2015 Summer Television Critics Association tour came to an end – with a full day of panels by NBC, an experience that left many of the critics and reporters there believing that a broadcast network should never occupy the last day of any tour, especially in the summer. That’s because broadcast network days are still regarded by many of their editors and publishers, if not by the journalists and bloggers themselves, as the most important, simply because they tend to be jammed with panels for new fall or midseason series.
Mr. Mom. A Nice Theory. Ask the Kids About It.
Meet Samantha Gloria Sabo (pictured above). She is three and a half years old. Here are her priorities:
What Marketers Should Know About Back-to-School Season
This week, on Mindshare’s Culture Vulture Live, Kristine Munsen discusses back-to-school season and omnichannel retail.