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On Media and Entertainment 
Millennial Footprint 
1
2 
“Generations are 
shaped by history, 
and then history is 
shaped by generations” 
Aristotle
Each Generation 
Shares in History: 
• Common Age 
• Common Location 
3
4 
Each Generation 
Shares Common: 
• Attitudes 
• Behavior Traits 
• Collective Identity
What shapes behaviors? 
Actions/Behaviors 
Opinions/Attitudes 
Values/Beliefs 
What are the prevailing cultural norms when growing up? 
5
6
7
8 
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
9
Generations and Technology 
10 
Boomers 
1980’s – 1990’s 
GenXers 
2000’s – 2010’s 
Millennials 
2010’s – 2030’s
11 
OUTLINE 
• Who are the Millennials? 
• The Four Values That 
Shape Their Behavior 
• The Footprint for the 
Future of Media and 
Entertainment
Who Are the Millennials? 
12
13 
The Millennials 
• Born 1982 – 2004 
• Currently 10-32 years old 
• 32% of US Population (100 million)
Coming of age in the 2000’s 
14
What Do We Know About Millennials? 
15
16 
Millennials 
• Special 
• Sheltered 
• Confident 
• Team-oriented 
• Achieving
Most Ethnically Diverse and 
Educated Generation 
17
18
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 
19
20
Four Millennial Themes That Will 
Shape Media and Entertainment 
• Hyper-Socialization 
• First Life/Second Life Blend 
• The Maker Movement 
• The Barney Effect 
21
I Love Everybody 
22
I Love My Family 
23 
• 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)
I Love My Friends 
“My friends are the most important thing in my life” 
24 
Millennials 
55% 
GenXers 
44% Boomers 
40% 
*Source: Percent Strongly Agree and Agree, LifeCourse survey, 2014
I Love My Friends 
25 
51% 
of Millennials 
play games 
with their 
friends. 
16% 
of Millennials 
play games 
with their 
parents. 
Source: Entertainment Software Association 
32% 
of Millennials 
play games 
with their 
family 
members. 
72% 
of Millennials 
play games 
with their 
friends and 
family members.
I Love My Community(Trust) 
26
I Trust My Community 
27
Hyper-Socialization 
28 
It takes a village 
• 55 million viewers 
• 16 days 
• 1.6 million participating 
• Social experiment 
• Democracy v. Anarchy
First Life/Second Life Blend 
29
First Life/Second Life Blend 
30
First Life/Second Life Blend 
31
First Life/Second Life Blend 
32
First Life/Second Life Blend 
33
34 
In Real Life 
“He’s the site’s 
worst troll, but 
IRL he’s a 
lawyer”
First Life/Second Life Blend 
35
First Life/Second Life Blend 
Average hours a day in front of a screen. 
36 
10hrs 
8hrs 
7hrs 
MILLENNIAL BOOMER GENXER
First Life/Second Life Blend 
37 
Sometimes, 
I think Life 
is like a 
video game 
52%
First Life/Second Life Blend 
“I know it’s not real, but I think it is” 
38
The Maker Movement 
39
The Maker Movement 
30% of Millennial’s Media time is spent with 
User Generated Content (UGC)* 
40 
*Content created and curated by their peers
Maker Movement 
41
Maker Movement 
Where players create and creators play 
42
The Maker Movement 
Education Avocation 
43
Avo-tainment 
There are 1 million broadcasters on twitch.tv 
Top earner in 2013: over $300k 
44
45 
Avo-tainment
46 
Edu-tainment
The Barney Effect 
47
The Barney Effect– Be Nice, Be Fair 
"The government should work to substantially reduce the 
income gap between the rich and the poor." 
48 
Source: CNN/ORC poll, Feb 2014 
72% 
of Millennials 
Agree
49
Socially Conscious 
“Having a positive impact on society is important to me.” 
Percent Strongly Agree 
50 
Millennials 
30% 
*Source: LifeCourse survey, 2014 
GenXers 
24% Boomers 
22%
Socially Conscious 
“It is important to me to company I buy products 
from supports social causes.” 
51 
*Source: LifeCourse survey, 2014 
Percent Agree 
Millennials 
54% 
GenXers 
46% 
Boomers 
48%
52 
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.
53 
Equity/Fairness 
“Millennials expect brands 
to listen to their feedback 
and engage in a two-way, 
interactive conversation 
with them.” 
--Social Intelligence
54 
Participation
SUMMARY 
55
THE MAJORITY OF NETWORKS ARE SEEING A 
DECLINE IN THEIR 18-34 AUDIENCE 
• Across all networks, the total P18-34 audience decreased in audience size from 2011-2014. 
P18-34 Network Reach Proj (000) 2011-2014 
56 
45,000 
40,832 
30,634 
26,927 
32,767 
16,342 15,293 13,923 
11,630 11,906 12,354 
8,841 8,910 9,920 9,124 9,001 8,006 
5,187 5,132 5,413 4,166 
40,000 
35,000 
30,000 
25,000 
20,000 
15,000 
10,000 
5,000 
0 
Feb '11 Feb '12 Feb '13 Feb '14 
FOX CMDY ESPN ADSM TOON 
Prepared for: Twitch TV 
Source: Source: Nielsen; Combined Home & Work Online Panel, P18-34, Feb 2011-2014 
% Change 
FOX -20% 
CMDY -24% 
ESPN -22% 
ADSM -9% 
TOON -20%
57 
0.045% 
0.040% 
0.035% 
0.030% 
0.025% 
0.020% 
0.015% 
0.010% 
0.005% 
0.000% 
Share of Search Clicks 
Search Term Variations - "twitch" vs "buzzfeed" 
"twitch" 
"buzzfeed" 
Search Term Variations 
Volume of search variations of ‘twitch’ has increased 12x or 1105% YoY
Three-Word Mantra 
PARTICIPATE CREATE SHARE 
58
The Education Revolution 
59
Check Your Basement 
60
THANK YOU! 
61

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The Millennial Footprint on Media and Entertainment

  • 1. On Media and Entertainment Millennial Footprint 1
  • 2. 2 “Generations are shaped by history, and then history is shaped by generations” Aristotle
  • 3. Each Generation Shares in History: • Common Age • Common Location 3
  • 4. 4 Each Generation Shares Common: • Attitudes • Behavior Traits • Collective Identity
  • 5. What shapes behaviors? Actions/Behaviors Opinions/Attitudes Values/Beliefs What are the prevailing cultural norms when growing up? 5
  • 6. 6
  • 7. 7
  • 8. 8 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
  • 9. 9
  • 10. Generations and Technology 10 Boomers 1980’s – 1990’s GenXers 2000’s – 2010’s Millennials 2010’s – 2030’s
  • 11. 11 OUTLINE • Who are the Millennials? • The Four Values That Shape Their Behavior • The Footprint for the Future of Media and Entertainment
  • 12. Who Are the Millennials? 12
  • 13. 13 The Millennials • Born 1982 – 2004 • Currently 10-32 years old • 32% of US Population (100 million)
  • 14. Coming of age in the 2000’s 14
  • 15. What Do We Know About Millennials? 15
  • 16. 16 Millennials • Special • Sheltered • Confident • Team-oriented • Achieving
  • 17. Most Ethnically Diverse and Educated Generation 17
  • 18. 18
  • 19. 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 19
  • 20. 20
  • 21. Four Millennial Themes That Will Shape Media and Entertainment • Hyper-Socialization • First Life/Second Life Blend • The Maker Movement • The Barney Effect 21
  • 23. I Love My Family 23 • 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)
  • 24. I Love My Friends “My friends are the most important thing in my life” 24 Millennials 55% GenXers 44% Boomers 40% *Source: Percent Strongly Agree and Agree, LifeCourse survey, 2014
  • 25. I Love My Friends 25 51% of Millennials play games with their friends. 16% of Millennials play games with their parents. Source: Entertainment Software Association 32% of Millennials play games with their family members. 72% of Millennials play games with their friends and family members.
  • 26. I Love My Community(Trust) 26
  • 27. I Trust My Community 27
  • 28. Hyper-Socialization 28 It takes a village • 55 million viewers • 16 days • 1.6 million participating • Social experiment • Democracy v. Anarchy
  • 34. 34 In Real Life “He’s the site’s worst troll, but IRL he’s a lawyer”
  • 36. First Life/Second Life Blend Average hours a day in front of a screen. 36 10hrs 8hrs 7hrs MILLENNIAL BOOMER GENXER
  • 37. First Life/Second Life Blend 37 Sometimes, I think Life is like a video game 52%
  • 38. First Life/Second Life Blend “I know it’s not real, but I think it is” 38
  • 40. The Maker Movement 30% of Millennial’s Media time is spent with User Generated Content (UGC)* 40 *Content created and curated by their peers
  • 42. Maker Movement Where players create and creators play 42
  • 43. The Maker Movement Education Avocation 43
  • 44. Avo-tainment There are 1 million broadcasters on twitch.tv Top earner in 2013: over $300k 44
  • 48. The Barney Effect– Be Nice, Be Fair "The government should work to substantially reduce the income gap between the rich and the poor." 48 Source: CNN/ORC poll, Feb 2014 72% of Millennials Agree
  • 49. 49
  • 50. Socially Conscious “Having a positive impact on society is important to me.” Percent Strongly Agree 50 Millennials 30% *Source: LifeCourse survey, 2014 GenXers 24% Boomers 22%
  • 51. Socially Conscious “It is important to me to company I buy products from supports social causes.” 51 *Source: LifeCourse survey, 2014 Percent Agree Millennials 54% GenXers 46% Boomers 48%
  • 52. 52 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.
  • 53. 53 Equity/Fairness “Millennials expect brands to listen to their feedback and engage in a two-way, interactive conversation with them.” --Social Intelligence
  • 56. THE MAJORITY OF NETWORKS ARE SEEING A DECLINE IN THEIR 18-34 AUDIENCE • Across all networks, the total P18-34 audience decreased in audience size from 2011-2014. P18-34 Network Reach Proj (000) 2011-2014 56 45,000 40,832 30,634 26,927 32,767 16,342 15,293 13,923 11,630 11,906 12,354 8,841 8,910 9,920 9,124 9,001 8,006 5,187 5,132 5,413 4,166 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Feb '11 Feb '12 Feb '13 Feb '14 FOX CMDY ESPN ADSM TOON Prepared for: Twitch TV Source: Source: Nielsen; Combined Home & Work Online Panel, P18-34, Feb 2011-2014 % Change FOX -20% CMDY -24% ESPN -22% ADSM -9% TOON -20%
  • 57. 57 0.045% 0.040% 0.035% 0.030% 0.025% 0.020% 0.015% 0.010% 0.005% 0.000% Share of Search Clicks Search Term Variations - "twitch" vs "buzzfeed" "twitch" "buzzfeed" Search Term Variations Volume of search variations of ‘twitch’ has increased 12x or 1105% YoY
  • 58. Three-Word Mantra PARTICIPATE CREATE SHARE 58