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THE NEW MEDIA ISSUE Volume 9, Issue 3, September 2018 the TRENDERA FILES: the NEW MEDIA ISSUE

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THE NEW MEDIA ISSUE Volume 9, Issue 3, September 2018 the TRENDERA FILES: the NEW MEDIA ISSUE THE TRENDERA FILES THE NEW MEDIA ISSUE Volume 9, Issue 3, September 2018 THE TRENDERA FILES: THE NEW MEDIA ISSUE CONTENTS INTRO 4 CONTENT OVERLOAD 39 40 Short Form Content 41 Long Form Content 42 Gaming MACRO TRENDS 43 Music 7 44 Internet Culture 8 Hype Machine 45 New Media: Who’s Doing It Right 12 Gaming the System 16 Why So Serious? NOW TRENDING 48 BY THE NUMBERS 49 Entertainment 20 51 Lifestyle 21 Methodology 54 Fashion / Retail / Shopping 22 Streaming & Mobile Reign Supreme 57 Digital / Technology 26 TV Personalities & Shows 28 Entertainment Behaviors 30 Online Videos 32 Movies STANDOUT MARKETING 60 33 Gaming 35 Social Media 37 Putting It All Together 2 TABLE OF CONTENTS WHAT’S HOT 65 66 Gen Z Kids 68 Gen Z 13+ 70 Millennials 72 Who’s Hot 76 Digital Download KNOW THE SLANG 78 STATISTICS: GEN X, Y & Z 81 3 THE TRENDERA FILES: THE NEW MEDIA ISSUE You heard it here first: the golden age of entertainment is officially over. However, before the alarm bells start ringing, let us clarify: we are no longer in the golden age of entertainment because today, entertainment is everything. We live in an attention economy where viewership, clicks, and likes control influence, relevance, and the bottom line. Consequently, every experience, product, and piece of content is being created with the entertainment factor in mind—from news stories and video tutorials to influencer personas and bathrooms (yes, bathrooms). All of this sounds good in theory—after all, who doesn’t love to be entertained?! But for marketers and content creators, it means that creating compelling media has gotten that much harder. Should you be live streaming content on YouTube, IGTV, Facebook Live, or Twitch? Working with mega influencers or micro influencers? Taking a stand on today’s political issues or keeping quiet? While the answer to these questions will of course vary from brand to brand, at the end of the day, everyone— whether you’re a person, brand, or both—is on the hunt to capture all those coveted eyeballs. From the trends to the statistics to the pop culture updates, we hope this report gives you exactly what you need to do just that. Enjoy! TRENDERA 4 INTRO 5 MACRO TRENDS 7 THE TRENDERA FILES: THE NEW MEDIA ISSUE HYPE MACHINE It’s an amazing time in entertainment, Thanks to the hype machine, content where there is far too much content itself is but a ticket to entry, an invite to choose from and far too little time to the proverbial water cooler where to get through the few things we love. seemingly everyone is discussing, While viewers wish they could check analyzing, and posting. What viewers out every new HBO epic, buzz-worthy are really after is the joy that comes Netflix binge, meme account, web with understanding the Game of series, and “woke” network comedy, Thrones reference in their favorite there simply aren’t enough hours in fashion blogger’s Instagram caption the day. Therefore, viewers are forced or the feeling of pride knowing their to make some tough choices about repeat viewings of Black Panther where to invest their most valuable (2018) contributed to its record- commodity—their time—when it breaking success. comes to entertainment. More and more, viewers are not only choosing While this sporadic collective to invest in content that increases obsession is indeed short-lived, if there their social currency and relevance, is enough anticipation and excitement they are relying on the media hype around something, the hype drives it machine to tell them what that is. to the forefront of the conversation— What’s more, it no longer matters and when nothing bigger and better whether something “lives up to the is going on, it can stay. Take Drake’s hype” so long as consumers can be a latest album, Scorpion: earning a part of it. paltry 6.9/10 from Pitchfork, “the most trusted voice in music,” the album was Indeed, at any given moment, media good, but not great. However, the hype outlets seem to converge around a machine had already gone to work few select pieces of entertainment and generated a cultural firestorm deemed new, exciting, and/or surrounding the album, it became a relevant: in TV, it’s often content on record-smashing success. Meanwhile, Game of Thrones, Black Mirror, and Netflix has further strengthened its The Handmaid’s Tale making the cultural cred with a slew of micro hits, rounds. However, pop culture moves most recently (and surprisingly) with so quickly that even in the golden Set It Up (2018). During a relatively age of entertainment there are not slow entertainment weekend in enough quality offerings like these June, Netflix dropped the original to satisfy viewers before they are on romantic comedy, which was far to the “next big thing.” As a result, from groundbreaking but managed successful entertainment—and the to capture the internet’s attention hype needed to make it so—now boils and garnered tons of praise and buzz down to whatever is most exciting online. and newsworthy in the moment, quality or not. 8 MACROINTRO TRENDS In today’s fast-paced entertainment landscape, there is space for anything to thrive with enough hype and the right timing. While some of the best entertainment ever is being created right now, quality is no longer the most important thing captivating audiences. BOTTOM LINE: Part of the fun of entertainment today is being a part of the hype. Rather than being “the best” in the entire entertainment landscape, content only needs to be the best thing available at the moment and the allure of the hype machine will do the rest, if only for a weekend. 9 BY THE numbers 20 BY THE NUMBERS METHODOLOGY: Trendera surveyed 1204 nationally-representative consumers in August 2018. The survey was distributed online and via mobile phone. The respondent breakdown was as follows: N=1204 Nationally Representative Consumers 8-53 YEARS OLD, evenly distributed N=201 GEN Z (8-12) N=400 GEN Z (13-23) N=402 GEN Y (24-38) N=201 GEN X (39-53) BY THE numbers Note: Unless specified, Gen Z infographic stats refer to those 13+ 21 BY THE NUMBERS THE NETFLIX EFFECT The majority of respondents would rather watch 8 hrs of TV than 8 hrs of movies 50% OF GEN Zs AND 54% OF MILLENNIALS will wait until there are several episodes of a c TV show available so they can binge them at once 41% OF GEN Z KIDS 8-12 PREFER TO WATCH shows on their schedule instead of live 1 IN 4 GEN Zs & MILLENNIALS WOULD RATHER WATCH an old show where the whole series is available than a new program 2 IN 3 CONSUMERS WOULD RATHER ONLY BE ABLE TO watch TV shows available on Netflix than only watch TV shows available on cable 25 THE TRENDERA FILES: THE NEW MEDIA ISSUE ENTERTAINMENT FAVORITES personalities & shows Consumers’ favorite personalities and TV shows continue to transcend the generations. While many of their top choices are consistent with what we’ve see in previous research, 13 Reasons Why has catapulted to the top of the scripted TV lineup—proof that the dark teen drama is striking a chord among all ages. FAVORITE ACTORS: From Top Left: Dwayne “The Rock” Johnson, Will Smith, Adam Sandler, Johnny Depp, Chris Pratt, Tom Hanks, Kevin Hart, Leonardo DiCaprio, Robert Downey Jr., Will Ferrell, Tom Cruise, Channing Tatum, Zac Efron FAVORITE ACTRESSES: From Top Left: Jennifer Lawrence, Sandra Bullock, Jennifer Aniston, Mila Kunis, Melissa McCarthy, Julia Roberts Emma Watson, Angelina Jolie, Scarlett Johansson, Emma Stone, Reese Witherspoon, Anna Kendrick 26 BY THE NUMBERS ENTERTAINMENT FAVORITES personalities & shows FAVORITE REALITY TV SHOWS: From Top Left: America’s Got Talent, Master Chef, Pawn Stars, Shark Tank, Naked and Afraid, Catfish, Hell’s Kitchen, Love and Hip Hop, The Voice, Teen Mom, Big Brother FAVORITE SCRIPTED SHOWS: From Top Left: 13 Reasons Why, The Walking Dead, Modern Family, Agents of S.H.I.E.L.D., NCIS, American Horror Story, The Big Bang Theory, Stranger Things, Game of Thrones, 2 Broke Girls, Bob’s Burgers, Family Guy 27 THE TRENDERA FILES: THE NEW MEDIA ISSUE MOVIES Movies still have a significant place in viewers’ entertainment consumption; however, the stakes are much higher due to cost and overall effort to leave the house. 72% OF MILLENNIALS see a movie in theaters at least once a month, compared to 60% of Gen Zs and 50% of Gen X. THE MAJORITY OF RESPONDENTS OVERALL said they would be more likely to see movies in theaters if there were lower prices (62%) and discounts / deals (51%). 59% OF RESPONDENTS OVERALL said they do not see movies in theaters more often because it’s too expensive, followed by a preference to watch movies at home (20%) and not having MoviePass (17%). 43% OF GEN ZS AND MILLENNIALS would rather see a new movie at home over seeing it in the theater, where as 50% of Gen X would rather see a new movie at home rather than at the theater. 32 BY THE NUMBERS MOVIES GAMING Gaming has a unique advantage for its ability to relieve consumers’ stress while still providing an outlet to connect with others. GAMING ATTITUDES: THE MAJORITY 1 IN 4 GEN Zs SAY OF GEN ZS VIDEO GAMES ARE MORE THINK VIDEO GAMES ARE entertaining than TV / movies 57% a good way to connect of respondents with people (51%) overall say video games are a good way to relieve stress 33 c c cc BY THE NUMBERS SOCIAL media Consumers are taking to social media to enhance their entertainment experience, both following and posting about their favorite cast members and content.
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