The Metaverse
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mip Trends The Metaverse in partnership with The Metaverse OVERVIEW The 2020s media buzzword is ‘metaverse’. Or is it ‘Mediaverse’? ‘Multiverse’? Whichever…what does it mean and is there a place for television? Dubit Trends asked kids 2-15 in five countries to list their favourite things at that moment. They named over 1,600 distinct brands. That’s kids’ ‘Mediaverse’ and it’s evolving into a global, immersive ‘Metaverse’ – a space to play, watch, socialize, learn, shop and more. Most important, in the metaverse kids are co-creating the worlds and narratives. To forecast where we’re going, we need to understand young people’s current relationship with brands, including their desire to engage across all platforms. Everything competes with everything and they decide where they can best fulfil their needs in the moment: game or video; tablet, smartphone or TV; alone or social; consuming or creating. Dubit’s Adam Woodgate explores where the youth audience is now, where they’re headed, and how to be ‘Metaverse ready’. mip Trends 2 The Metaverse Metaverse… Mediaverse… Multiverse - are you ready, what does it all mean and when ‘Kids Mediaverse’ we get there will there be a place for television? When we launched Dubit Trends - a 20-country continuous touchpoint survey of 2-15 year olds’ use of media, According to David Baszucki, CEO and Founder of Roblox, “The metaverse is arguably as big a shift in entertainment and technology - one key objective was to understand their passion for brands and content, online communications as the telephone or the internet.” and how they consume those specific brands. So we ask them to tell us their favourites across different You will most likely have heard a lot of ‘noise’ about the Metaverse right now - the pandemic with its lock- platforms: games, apps, social, TV, movies, books, etc. downs and stay home orders seems to have surfaced a new buzzword to describe the evolving direction of children and their online behaviours. Isn’t the Metaverse just the latest in a long line of terms that basically mean the extension of brands onto additional or emerging platforms? After all, before now we’ve had ‘Trans- media’ and ‘360 commissioning’. ‘Transmedia’ was defined as telling a single story or creating a story universe across multiple platforms and formats, with each expression uniquely adapted to the specific technology. ‘360 commissioning’ was a demand from broadcasters that new programming should be ‘multi-platform,’ in order to reach children wherever they turned. By definition, ‘360 commissioning’ was driven from the perspective of content crea- tors, as opposed to satisfying the ways children wanted and expected to engage with their favourite stories and characters. With the metaverse, the roles are reversed: it’s the audience - children and teens - taking the medium into their own hands and co-creating the narrative. To understand where we are going, we need to understand kids’ relationship with brands. CONTENTS > ‘Kids Mediaverse’ > Age is fundamental in brand engagement > What is the Metaverse? > What does a Metaverse mean for children and teens? > Getting ready for the Metaverse > Why is it coming to the fore now? > Children and the Metaverse The number of different brands mentioned in our most recent study can be seen in the table above. It’s amaz- ing how many different (unique) brands are mentioned. Kids in the US stated the highest number of brands, > Roblox - Proto-Metaverse: by contrast French children named the fewest number. > How brands originating in television can find their place in the Metaverse In order to get a measure overall popularity, we de-duplicate any brands named on multiple platforms (e.g., games, books, movies, etc.), so only count that brand once. This reveals the ‘long tail’ of kids’ content. Right > How Media Owners and Content Creators Can Be Metaverse Ready now more than 1,600 distinct brands make up what Dubit has long been calling the ‘Kids’ Mediaverse’. mip Trends 3 The Metaverse mip Trends more -32%intheUK. country atleastaquarterofallmentions,ifnot accountfor now andthetop5brandsineach larger, grown have timepopularity the‘mega-brands’ scoresfor butover brandsvary country, by topMediaverse The of interestinthelikes firstnoticedgrowing that we brands,butalsothosethatareemerging.was here It findnotonly theniche side. 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