BEING YOUNG
MTV open source




Sharing our global trends and insights with the industry
Being Young   People Are Media   Social Networks
BEING YOUNG
 content explosion
  spoilt for choice
    multi-tasking
a typical day
Media Habits
                                                                                                             ...
38 hour day
4 things at once
what matters?
M
let’s take a look ....
hot
Spending time online +56%
   Listening to music +53%
     Using my mobile +49%
      Sending emails +41%
     Social n...
Is TV dead?
0600-0700




                                                                                       14
                  ...
5
                                             0600-0700




                                                         6
  ...
the big switch ...
“we have to learn how to earn prime
time now that we can’t always buy it”
                                       James Cha...
what matters?
friends matter


content matters


cutting thru matters
FRIENDS
MATTER
how many
friends do
you have?
53
             6 Close
             Friends




 20 Online
 Friends
                       27 Offline
                   ...
53 Friends
(the average number of friends youth have)




    35               38                 47                 50   ...
PEOPLE ARE
MEDIA
FORWARDING
CULTURE
WEB 2.0
who’s on
facebook?
Who isn’t !
250,000 new users a day
                    SOURCE: Facebook
t
     en S
    t R .0
   n E 2
 o T B
c T E          posting
  A W          hosting
M
               sharing
            ...
digital youth

               79 IM buddies
       70 numbers on mobile
70 friends in social networks
           9 regular...
Regular Sites
             (average number of sites regularly visited)




                                               ...
1/3   of sites regularly
      visited are social
      networks
social networks
               (visit social network sites weekly)




                                                   ...
soon, everyone
will be doing it
Top Social
 Networks
    SOURCE: Datamonitor 2007




    MySpace
    Facebook
        Bebo
     Cyworld
     Skyblog
300




         223

200
                           173




100




                                   22
               ...
300




200




100

          65
                            43      41        39
                                       ...
300




200


         156




100



                            45
                                    24
              ...
300




200




100       90
                            74
                                   65

                       ...
“Social Networking Penetration
With Teens Close To 100%”
Ad Age 2007
Social Networking will play the most
important role in the online habits of
young people in 2008 and beyond.

Youth don’t
...
widgets
Streaming audio, video and imagery into
social network sites, with branded skins
          and embedded ads
“A Newsweek article famously asked if 2007
 would be the ‘Year of the Widget’, but 2008
will be the year this question get...
Players        Properties              Platforms

                Clear Content Rights     Stream off MTV sites
Build Widg...
+ 250
        million
        u/v pm
  MSN / Yahoo / Facebook / MySpace / Baidu /
Cyworld / Daum / Naver / Orkut / Joost /...
new
business
models
“I don’t mind ads because they help to pay
                                      for TV shows & websites”


100%




80%
 ...
“90 percent of gamers are
willing to watch video ads in
 exchange for free gameplay”
                  Real Networks 2008
cutting
thru
More content apps
At a fair price
Buy, rent, or free
Download or stream
Ad supported is OK
rewind
what matters?
People want to control their online experience

Social Networks will continue to grow

These online communities are aggreg...
Widgets




Mobile TV   Licensing             Gaming   HD Channels
www.slideshare.net/
ianstewartmtv
MTV Asia "Being Young"
MTV Asia "Being Young"
MTV Asia "Being Young"
MTV Asia "Being Young"
MTV Asia "Being Young"
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MTV Asia "Being Young"

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A short presentation about MTV Asia's views on social networking and the changing online habits of youth

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MTV Asia "Being Young"

  1. 1. BEING YOUNG
  2. 2. MTV open source Sharing our global trends and insights with the industry
  3. 3. Being Young People Are Media Social Networks
  4. 4. BEING YOUNG content explosion spoilt for choice multi-tasking
  5. 5. a typical day
  6. 6. Media Habits % of respondents 15-24 y.o. Movies Music Internet TV 1000-1100 1100-1200 0600-0700 0700-0800 0800-0900 0900-1000 1200-1300 1300-1400 1400-1500 1500-1600 1600-1700 1700-1800 1800-1900 1900-2000 2000-2100 2100-2200 2200-2300 2300-2400 0000-0100 0100-0200 0200-0300 0300-0400 0400-0500 0500-0600 Watching DVDs, etc Listening to Music On PC/Internet Listening to Radio Reading Magazines Reading Newspaper Source: Young Asians 2007, 15-24 years old Watching TV Universe / Sample: 10.87m / 7,130
  7. 7. 38 hour day
  8. 8. 4 things at once
  9. 9. what matters?
  10. 10. M let’s take a look ....
  11. 11. hot Spending time online +56% Listening to music +53% Using my mobile +49% Sending emails +41% Social networks +37% not Spending $$$ on music -36% Watching television -46% Playing console games -50% SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007 (% Doing More, Doing Less than Past Year)
  12. 12. Is TV dead?
  13. 13. 0600-0700 14 0700-0800 13 2006 2007 0800-0900 14 0900-1000 15 1000-1100 16 1100-1200 16 1200-1300 17 1300-1400 16 1400-1500 15 1500-1600 14 1600-1700 15 1700-1800 18 1800-1900 26 1900-2000 36 2006 2000-2100 44 % of respondents 15-24 y.o. 2100-2200 44 TV Viewing 2200-2300 38 2300-2400 25 2007 0000-0100 15 0100-0200 11 9 0200-0300 8 0300-0400 7 0400-0500 Universe / Sample: 2007 - 10.87m / 7,130; 2006 - 10.95m / 7,786 Source: Young Asians 2006, 2007, 15-24 years old 8 0500-0600
  14. 14. 5 0600-0700 6 0700-0800 0800-0900 11 Watching TV On PC/Internet 0900-1000 17 1000-1100 20 1100-1200 21 1200-1300 23 1300-1400 23 1400-1500 26 1500-1600 27 1600-1700 28 1700-1800 28 1800-1900 28 1900-2000 30 2000-2100 32 2100-2200 34 TV % share of respondents 15-24 y.o. Internet 2200-2300 34 2300-2400 29 Media Habits 0000-0100 22 0100-0200 16 0200-0300 10 6 0300-0400 5 0400-0500 Universe / Sample: 10.87m / 7,130 Source: Young Asians 2007, 15-24 years old 5 0500-0600
  15. 15. the big switch ...
  16. 16. “we have to learn how to earn prime time now that we can’t always buy it” James Chadwick Head of Strategy Mindshare Asia
  17. 17. what matters?
  18. 18. friends matter content matters cutting thru matters
  19. 19. FRIENDS MATTER
  20. 20. how many friends do you have?
  21. 21. 53 6 Close Friends 20 Online Friends 27 Offline Friends
  22. 22. 53 Friends (the average number of friends youth have) 35 38 47 50 50 72 81 91 Online Friends Friends, not close Close Friends SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
  23. 23. PEOPLE ARE MEDIA
  24. 24. FORWARDING CULTURE
  25. 25. WEB 2.0
  26. 26. who’s on facebook?
  27. 27. Who isn’t !
  28. 28. 250,000 new users a day SOURCE: Facebook
  29. 29. t en S t R .0 n E 2 o T B c T E posting A W hosting M sharing buildING friendship communities online
  30. 30. digital youth 79 IM buddies 70 numbers on mobile 70 friends in social networks 9 regular websites 3 social networking sites SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
  31. 31. Regular Sites (average number of sites regularly visited) % Fewer sites, more time spent on each SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
  32. 32. 1/3 of sites regularly visited are social networks
  33. 33. social networks (visit social network sites weekly) % Is everyone doing it? SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
  34. 34. soon, everyone will be doing it
  35. 35. Top Social Networks SOURCE: Datamonitor 2007 MySpace Facebook Bebo Cyworld Skyblog
  36. 36. 300 223 200 173 100 22 8 6 0 MySpace Facebook Bebo Gaia Nexopia America Millions of Users SOURCE: Datamonitor 2007
  37. 37. 300 200 100 65 43 41 39 24 0 Bebo MySpace Skyblog Facebook Netlog Europe Millions of Users SOURCE: Datamonitor 2007
  38. 38. 300 200 156 100 45 24 12 5 0 Orkut Hi5 Metroflog MySpace Windows Lat Am Millions of Users SOURCE: Datamonitor 2007
  39. 39. 300 200 100 90 74 65 36 21 0 Friendster Cyworld Orkut Mixi MySpace Asia Millions of Users SOURCE: Datamonitor 2007
  40. 40. “Social Networking Penetration With Teens Close To 100%” Ad Age 2007
  41. 41. Social Networking will play the most important role in the online habits of young people in 2008 and beyond. Youth don’t need another website. They need content and applications delivered to them, to make their digital space their own.
  42. 42. widgets Streaming audio, video and imagery into social network sites, with branded skins and embedded ads
  43. 43. “A Newsweek article famously asked if 2007 would be the ‘Year of the Widget’, but 2008 will be the year this question gets answered” eMarketer 2008
  44. 44. Players Properties Platforms Clear Content Rights Stream off MTV sites Build Widget TVC Pre-roll Stream onto Client site Branded Skins Send to Social Networks
  45. 45. + 250 million u/v pm MSN / Yahoo / Facebook / MySpace / Baidu / Cyworld / Daum / Naver / Orkut / Joost / Bebo / Nico Nico / Daily Motion / NeoPets / GG Games
  46. 46. new business models
  47. 47. “I don’t mind ads because they help to pay for TV shows & websites” 100% 80% 73% 68% 68% 59% 61% 60% 57% 56% 55% 56% 57% 52% 52% 41% 40% 41% 40% 37% 20% 0% K d ly SA y a na lia d l d o a n k en zi an di n n U ad an ar ic pa Ita ra a la hi la ed U In ex m m tr an al Ja ol B C Po us Sw en er M Ze H C G A D ew N SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
  48. 48. “90 percent of gamers are willing to watch video ads in exchange for free gameplay” Real Networks 2008
  49. 49. cutting thru
  50. 50. More content apps At a fair price Buy, rent, or free Download or stream Ad supported is OK
  51. 51. rewind
  52. 52. what matters?
  53. 53. People want to control their online experience Social Networks will continue to grow These online communities are aggregating And also fragmenting around interests They are like “Walled Gardens” Content will increasingly be spread virally within
  54. 54. Widgets Mobile TV Licensing Gaming HD Channels
  55. 55. www.slideshare.net/ ianstewartmtv
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