MTV Asia "Being Young"

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 % 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

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 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)

Is TV dead?

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

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

the big switch ...

“we have to learn how to earn prime time now that we can’t always buy it” James Chadwick Head of Strategy Mindshare Asia

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 Friends

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

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 buildING friendship communities online

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

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

1/3 of sites regularly visited are social networks

social networks (visit social network sites weekly) % Is everyone doing it? SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007

soon, everyone will be doing it

Top Social Networks SOURCE: Datamonitor 2007 MySpace Facebook Bebo Cyworld Skyblog

300 223 200 173 100 22 8 6 0 MySpace Facebook Bebo Gaia Nexopia America Millions of Users SOURCE: Datamonitor 2007

300 200 100 65 43 41 39 24 0 Bebo MySpace Skyblog Facebook Netlog Europe Millions of Users SOURCE: Datamonitor 2007

300 200 156 100 45 24 12 5 0 Orkut Hi5 Metroflog MySpace Windows Lat Am Millions of Users SOURCE: Datamonitor 2007

300 200 100 90 74 65 36 21 0 Friendster Cyworld Orkut Mixi MySpace Asia Millions of Users SOURCE: Datamonitor 2007

“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 need another website. They need content and applications delivered to them, to make their digital space their own.

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 gets answered” eMarketer 2008

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

+ 250 million u/v pm MSN / Yahoo / Facebook / MySpace / Baidu / Cyworld / Daum / Naver / Orkut / Joost / Bebo / Nico Nico / Daily Motion / NeoPets / GG Games

new business models

“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

“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 aggregating And also fragmenting around interests They are like “Walled Gardens” Content will increasingly be spread virally within

Widgets Mobile TV Licensing Gaming HD Channels

www.slideshare.net/ ianstewartmtv

http://www.mobileyouth.org	1122
http://www.freshcreation.com	140
http://neilperkin.typepad.com	138
http://andisboediman.blogspot.com	114
http://unplannd.blogspot.com	85
http://opengardensblog.futuretext.com	83
http://youngmarketing.web-log.nl	66
http://nicholasgimenes.blogspot.com	58
http://www.craphammer.ca	39
http://wiki.alcidesfonseca.com	39
http://blog.menneveux.com	38
http://www.slideshare.net	34
http://byzantin3.blogspot.com	30
http://tosisy.blogspot.com	25
http://kumeugirl.com	23
http://collectivelab.typepad.com	22
http://www.cultr.nl	18
http://vle.citybathcoll.ac.uk	17
http://iqtv.com	17
http://www.taxidrivermarketing.com	16
http://mc-pureblog.blogspot.com	14
http://www.daanjansonius.com	14
http://one-size-fits-one.blogspot.com	13
http://www.leepwbriggs.com	12
http://pierrecote-howsoonisnow.blogspot.com	11
http://www.nataliaribeiro.com	10
http://daniseuba.wordpress.com	10
http://masterclassmarketing.web-log.nl	10
http://laurentjavault.typepad.com	9
http://roockndpary.blogspot.com	9
http://www.opengardensblog.futuretext.com	9
http://howtobreakanything.squarespace.com	8
http://escapeworkmedia.com	7
http://planningnotizen.tumblr.com	7
http://www.sabersinfin.com	7
http://www.neilperkin.typepad.com	7
http://blog.clickadvisor.com	5
http://www.welcometomiami.de	5
http://www.musicloversgroup.com	4
http://translate.googleusercontent.com	4
http://tomaskohl.com	4
http://unplannd.blogspot.in	4
http://aquisecantavenezolano.blogspot.com	4
http://www.moviecern.com	3
http://static.slideshare.net	3
http://joshwebb99.com	3
http://209.85.129.132	2
http://www.hanrss.com	2
http://www.elanso.com	2
http://webcache.googleusercontent.com	2
http://www.filescon.com	2

MTV Asia "Being Young"

by Ian Stewart on Mar 05, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

85 Embeds 2,368

Statistics

MTV Asia "Being Young" — Presentation Transcript