Nickelodeon the TRENDERA FILES: the NEW MEDIA ISSUE
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THE NEW MEDIA ISSUE Volume 9, Issue 3, September 2018 Nickelodeon 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 7 43 Music 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 20 49 Entertainment 51 Lifestyle 21 Methodology 54 Fashion / Retail / Shopping 22 Streaming & Mobile Reign TrenderaSupreme 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
Nickelodeon2 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, YTrendera & Z 81
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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 theseTrendera 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
Nickelodeon4 INTRO
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MACRO TRENDS
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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,Trendera 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. Nickelodeon8 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.
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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.
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SCORPION:
Despite tepid reviews from industry staples such as Pitchfork and Rolling Stone, Drake’s Scorpion drummed up enough hype to become an inescapable staple of summer 2018. It’s clear that audiences were drawn to Scorpion for reasons other than the album itself. For instance, Drake’s one-liners are an Instagram favorite and fans were no doubt listening for their next caption. In addition, Scorpion’s release came hot on the tails of the artist’s very public “beef” with rapper Pusha T, adding to the buzz. Finally, shortly after the album’s release, influencer Shiggy’s dance to “In My Feelings,” a track off of Scorpion, went viral inspiring the #InMyFeelingsChallenge on social media.
Between all the record-breaking success, drama, and virality, Scorpion turned out to be a bonafide hit: Fans turned out in droves, catapulting the album to a record breaking billion streams in less than one week, 27 singles on the Billboard Hot 100, and—perhaps most impressive—7 simultaneous Billboard Top 10 hits, shattering the previous record of 5 held by The Beatles since 1964.
NETFLIX’S MICRO-HITS:
Content continues to be king and Netflix holds the crown (pun intended) when it comes to sheer volume. While many of these properties fly under the radar, every now and then one captures the attention of the cultural zeitgeist: star-studded rom-com Ibiza (2018), Emmy-nominated Queer Eye, Gen Z favorite The End of the F***ing World, and now, viral filmSet It Up (2018).
In the film, Zoey Deutch and Glen Powell star as two assistants who, after a meet-cute (of course), conspire to set up their respective bosses played by Lucy Liu and Taye Diggs. As expected, what starts as scheming between strangers quickly evolves into something more. The result is a charming, if formulaic,Trendera feel-good love story that harkens back to the golden age of rom-coms.
However, the appeal of Set It Up isn’t solely in its content, but its context. Debuting June 15th, the same weekend as The Incredibles and Tag, the film had little direct competition at the box office as well as two other major advantages: viewers didn’t need to leave their homes to watch and have lower expectations of movies viewed from their couch than in the theater seat. As word spread online, more people tuned into the film, and the buzz aroundSet It Up snowballed inspiring countless listicles, tweets, and chatter online touting its greatness.
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GAMING the system
By now, we all know that influencers Buying followers and using Instagram are important, ubiquitous, and bots, for instance, are commonplace valuable—for anyone still questioning (and not recommended), but methods their staying power, consider that, of exploiting algorithms are according to Adweek, influencer changing by the second, including marketing was estimated to be worth hacking Instagram’s “Public Figure” $2 billion in 2017 and is predicted verification and strategic commenting. to reach $10 billion by 2020. At Additionally, getting attention at any the same time, brands, in an effort cost has become a popular technique, to capitalize on this new cult of especially useful for a growing class celebrity, are pulling out all the of influencers who earn attention stops to cater to them, from Revolve and money through shockingly bad sending its ambassadors on lavish behavior and generally just being the vacations wearing cute clothes to worst. Steakhouse Boston Chops spending over $10,000 on an “Instagram table” But what may be most indicative for influencers to take pictures of of the future influencer landscape their food. are influencers who aren’t even human, but CGI personalities. With both people and brands With entire identities and lives recognizing that social media constructed from the ground up, following and engagement are worth these figures demonstrate that social serious cash, the influencer landscape media influence is influence period, has quickly become cutthroat as regardless of whether the personality everyone wants brands’ special is real or virtual. In other words, going treatment for themselves. In stark forward it may not even matter how contrast to traditional celebrities, the one becomes influential, only that status of influencersTrendera now depends not they are. on talent or a unique voice, but rather on how smartly they utilize social media. Indeed, the skill with and speed at which even everyday people manipulate social media platforms to reach that coveted influencer status is mind-blowing, thus brands must beware that their media budgets are being used on those who truly are “influential.”
Nickelodeon12 MACROINTRO TRENDS
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WHY IT MATTERS:
The influencers of tomorrow demonstrate that one’s cultural status depends on one’s ability to game the system. It is key for brands to understand this new world as well as the ins-and-outs of social media functionalities to stay one step ahead.
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Nickelodeon14 MACRO TRENDS
EXPLOITING ALGORITHMS:
There are myriad ways in which influencers (and others) are exploiting social media algorithms to increase their followings. A controversial one is the “Public Figure” label on Instagram, which takes less than five minutes to get (you simply change to a Business Profile and create an accompanying Facebook page). Even newer are the recent changes in Instagram comments: the company has started using an algorithm to pull out noteworthy “sticky” comments under posts. In response, influencers have quickly learned the value of commenting on celebrity Instagram posts, even if it’s with a simple emoji. Sia Cooper (@diaryofafitmommyofficial) is a famous example who has amassed over 1 million followers and annual earnings of $500,000 by becoming a well-known commenter on posts by the Kardashians and Chrissy Teigen. New kinds of influencers like Sia Cooper demonstrate that for every design decision made at Facebook Inc., there are hordes of influencers learning its ins and outs.
BEING THE WORST:
Lately we’ve noticed a growing group of young people who depend on attracting negative attention to reach influencer level. Examples include Twitch streamer Paul Denino, “Beverly Hills brat” Nicolette Gray, Lil Tay, Woah Vicky, and Danielle Bregoli (a.k.a. “Bhad Bhabie”). Through their bad manners, wild personas, and penchant for starting fights, these influencers are undoubtedly experts in viral moments and cashing in on the attention.
CGI PERSONALITIES:
The most well-knownTrendera CGI influencer is of course Miquela Sousa (@lilmiquela), an “It girl” who has not only partnered with Prada and V Magazine but has also released her own music single and garnered support for organizations like Black Girls Code. However, there has recently been a rise of even more computer-generated influencers with their own personalities and followings, such as Shudu (@shudu.gram), a digital supermodel that British photographer Cameron-James Wilson created as a “virtual celebration” of dark-skinned women, and Bermuda (@bermudaisbae), a previously pro-Trump (she’s since changed her mind) Instagram model. Digital influencers offer complete control and anonymity to their creators—a combination that is both dangerous and exciting.
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WHY SO SERIOUS?
It goes without saying that the We’ve also seen the rise of musical inauguration of President Donald politics, where popular musicians Trump has ushered in an incredibly are using their platform to express politically-charged era. Anyone their views on various issues. And who has access to a smartphone, while most examples of this trend television, or computer screen seem to be quite heavy, a number of can see that politics has seeped creators are using politics to shape deeply into the entertainment we their storytelling while still prioritizing consume, and what was once the entertainment factor, giving rise to a job of academics, theorists, and new brand of content that is seriously philosophers has now become the entertaining. mantle of entertainers. Today, the line between entertainment (what Despite all of the well-intentioned we watch for pleasure or fun) and attempts to be “woke” and informative, political commentary (not so fun) has entertainment is beginning to feel like almost completely disappeared—and one long, depressing news segment. as a result, entertainment has become While consumers undoubtedly want much less, well, entertaining. to engage with more serious and controversial societal issues, they With #MeToo and #TimesUp leading simply don’t have the mental or the charge for social change, one emotional bandwidth to do so with can argue that never before has everything they watch and listen to. the entertainment industry been so politically mobilized. Political issues are reshaping not only the industry’s inner workings, but also the stories that are being told and the personalities that we support. The ubiquity ofTrendera comedy news shows, for example, like The Daily Show and Last Week Tonight have made comedy with strong moral messaging commonplace, thanks to hosts’ serious monologues with only a tiny dash of humor. Some have called this trend clapter comedy, referring to the point during a comedy show when people clap in agreement instead of laughing.
Nickelodeon16 MACROINTRO TRENDS
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BOTTOM LINE:
The blurred line between entertainment and political commentary is the next evolution of the “edutainment” trend, but viewers are quickly becoming exhausted by the endless commentary. Consumers are desperately craving a break from the negativity and need assurance that there are still things to be happy about!
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Nickelodeon18 MACRO TRENDS
CLAPTER COMEDY:
In addition to comedy news shows, clapter has now become a mainstay in standup comedy, especially for those who are performing more as truth tellers than comedians. Examples of this include W. Kamau Bell, who has become known for his signature mix of story, jokes, and serious analysis, and Hannah Gadsby, whose Netflix special Nanette (2018) received major attention for Gadsby’s choice to not make light of the traumatic events of her life.
MUSICAL POLITICS:
One of the best recent examples of musical politics is “This Is America,” a song and attention- grabbing music video by Childish Gambino that is a full-on confrontation of race and gun violence in America. Over the pond in the U.K., band The 1975 talks openly and frequently about how musicians should use their platform to speak about political issues instead of being only focused on musical success. Their recent release “Love It If We Made It” addresses everything from President Trump to refugees to the NFL protests. However, it doesn’t always end well: Katy Perry’s well-intentioned attempt to be “woke” on her album Witness backfired majorly and turned away many fans who weren’t looking for Perry to be a cultural figure in this way.
TrenderaSERIOUSLY ENTERTAINING: Atlanta is a much-lauded FX series that tackles darker topics like violence and racial politics while still being very funny. Going a step further, race relations have even been utilized for storytelling in the dystopian blockbuster The First Purge (2018), an over-the-top and violent story of class and racial warfare.
Nickelodeon19 Trendera BY THE numbers
Nickelodeon20 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) TrenderaN=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+ Nickelodeon21 THE TRENDERA FILES: THE NEW MEDIA ISSUE
STREAMING & MOBILE reign supreme
Unsurprisingly, entertainment continues to shift toward streaming and mobile thanks to their convenience and control.
THEIR FAVORITE TYPE OF ENTERTAINMENT:
STREAMED TV 51% LIVE / RECORDED CABLE TV 18% GAMES 7% MOVIES 7% TrenderaPREMIUM TV 6% MUSIC 4% SPORTS 3% SHORT ONLINE VIDEOS 3%
Nickelodeon22 BY THE NUMBERS
GOING MOBILE:
STREAMING & MOBILE 2 IN 3 reign supreme consumers overall 44% say their phone is of consumers overall their most important would rather watch device entertainment on a mobile device than on a TV
72% of Gen Zs say their more phone is their mostTrendera important device Millennials own a laptop (69%) In fact, iPhone than a TV (65%) ownership is highest among Gen Z (50% Gen Z, 44% Gen Y, 39% Gen X) Nickelodeon23 THE TRENDERA FILES: THE NEW MEDIA ISSUE
WHERE THEIR FAVORITE TV SHOWS ARE:
GEN Z KIDS 8-12 28% 22% 22% 22% 22%
Netflix Nickelodeon Cartoon Disney YouTube Network
GEN Z 13-23 28% 22% 22% 22% 22%
Netflix YouTube ABC Hulu / AMC / MTV / Cartoon Nickelodeon / Network Amazon Prime c
MILLENNIALS 28% 22% 22% 22% 22%
Netflix ABC A&E / HBO / AMC CBS TrenderaAmazon Prime
GEN X 28% 22% 22% 22% 22%
Netflix ABC CBS NBC AMC
Nickelodeon24 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 TrenderaWOULD 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
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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 TrenderaFAVORITE 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 Nickelodeon26 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:
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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
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ENTERTAINMENT behaviors
The social currency of entertainment cannot be underestimated. When consumers are deciding what to watch, they’re looking for content that is interesting, relevant in the media, and will give them something to talk about with friends and family. If it doesn’t check all of these boxes, they’ll continue searching for something that does.
WHAT THEY DO WHILE WATCHING A TV SHOW / MOVIE:
62% 54% 51% 34% 31%
Eat Check Browse Text Play a game on social media online a mobile device
WHAT WOULD MAKE THEM MORE INTERESTED IN WATCHINGTrendera A TV SHOW / MOVIE:
65% 44% 36%
Based on Based on Sequel a true story a book
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WHAT INFLUENCES THEM TO WATCH ENTERTAINMENT NEW ENTERTAINMENT: behaviors 57% 51% 45% 32% 29% 26%
Friend / family Ads / trailers Cast Popularity in Reviews Recommendations recommendations the media based on previous viewing habits
76% OF GEN Zs 1 IN 3 MILLENNIALS TALK ABOUT ENTERTAINMENT WATCH TV SHOWS / MOVIES with their friends / family in a language they don’t speak
1 IN 4 GEN Zs PURCHASE MERCHANDISE related to a movie, show, channel, or streamer TrenderaADVERTISING: MILLENNIALS ARE 51% SIGNIFICANTLY MORE LIKELY than other generations to watch ads in entertainment OF GEN Zs (40% Gen Z, 46% Gen Y, 40% Gen X). However, they skip ads when are also the most likely to use ad blocking software to possible avoid ads (15% Gen Z, 20% Gen Y, 11% Gen X).
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ONLINE videos
Online videos continue to grow in importance in the media landscape and are a major contributing factor in the increase in mobile viewing.
STATEMENTS ON VIDEOS:
1 IN 5 CONSUMERS PREFER watching videos to TV shows
1/3 OF CONSUMERS SAY they watch more online videos now than they did a year ago
1 IN 4 CONSUMERS Trenderaonly watch videos on a mobile device
35% of consumers are Surprisingly, Gen X cares most about more likely to watch an video length: 20% said the shorter the online video if a celebrity video, the better, compared to 14% of they know is in it. Millennials, and 9% of Gen Z.
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ONLINE VIDEOS THEY LIKE TO WATCH: videos
GEN Z 60% 59% 43% 39% 31%
Comedy / Music Animals / Movie clips & Full-length Humor Pranks trailers / Gaming movies
MILLENNIALS 54% 53% 41% 37% 36%
Comedy / Music Animals Movie clips Food / TrenderaHumor & trailers Cooking
GEN X 48% 46% 39% 33% 32%
Comedy / Music Food / Movie clips Animals Humor Cooking & trailers
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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 ratherTrendera see a new movie at home rather than at the theater.
Nickelodeon32 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 Trendera
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GAMING BEHAVIORS :
41% OF MILLENNIALS and 36% of Gen Zs make in-game purchases
45% OF GEN Zs TALK TO people they know while playing video games and 30% talk to people they don’t know
30% OF GEN Zs & MILLENNIALS subscribe to gamer channels on YouTube
GEN Zs ARE MOST LIKELY TO think that video games require talent and skill (37% Gen Z, 28% Gen Y, 25% Gen X)
MILLENNIALS ARE MOST LIKELY TO record footage of themselves playing video games (12% Gen Z, 18% Gen Y, 7% Gen X) and pay for a Twitch subscription (10% Gen Z, 18% Gen Y, 6% Gen X)
EMERGING TECHNOLOGIES THEY’RE TrenderaMOST EXCITED ABOUT: 51% 36% 32% 30% 25%
Smart TVs Virtual reality 4k Video Voice-controlled Drones interfaces
16%16% of Millennials own VR headsets, compared to 8% of Gen Z and 7% of Gen X Nickelodeon34 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.
While Snapchat seems to have lost its cool cred to Instagram, it is still relevant and remains a communication hub for Gen Z.
Meanwhile, it seems that IGTV still has a long way to go before it becomes a mainstream entertainment offering.
48% OF 24% OF Millennials follow TV Millennials live-tweet shows / movies on about TV shows / social media movies they’re watching
42% OF GEN Zs 27% OF GEN Zs & Millennials follow celebrities from & Millennials post memes their favorite TV shows / movies on about their favorite TV shows / Trenderamovies on social media social media ONLY 5% of respondents said they would watch more live TV if it had a social media element
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SNAPCHAT:
20% 22% of Gen Zs would rather Snapchat their friends of Gen Zs use Snapchat than text them, compared more than any other to 8% of Millennials & social platform 9% of Gen Xers
20% 20% of Gen Zs & Millennials of Gen Zs & Millennials still feel like they can say Snapchat isn’t as cool be themselves on as it used to be Snapchat
INSTAGRAM:
26% ONLY 3% of Gen Zs watch of respondents overall Instagram stories dailyTrenderawatch IGTV 13% ONLY 3% of Gen Zs would rather of respondents overall say message their friends on Instagram than text them, Instagram is bad for their compared to 8% of mental health Millennials and 7% of Gen Xers
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PUTTING IT ALL TOGETHER
Consumers are looking to TV shows to be funny, informative and relaxing. “TV SHOWS ARE BEST TO...”
38% 33% 31%
Laugh Be in the know Fall asleep
Consumers choose movies in order to have a more intense emotional experience. “MOVIES ARE BEST TO...”
60% 42% 42%
Be scared Do with family Cry
Consumers manage their stress and boredom with video games. “VIDEO GAMES ARE BEST TO...”
32% 27% 26% Relieve stressTrenderaRelieve boredom Pass the time Consumers watch online videos to stay relevant and find new information that’s relevant to them. “ONLINE VIDEOS ARE BEST TO...”
45% 37% 35%
Feel connected to what is Be in the know Learn going on in culture Nickelodeon37 THE TRENDERA FILES: THE NEW MEDIA ISSUE
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Nickelodeon38 Trendera CONTENT overload
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SHORT-FORM CONTENT: GOING SOCIAL
A brief overview of the latest trends in content and consumption.
IGTV:
The highly-anticipated vertical video offering has no shortage of influencers and content creators with innovative ideas, but the platform has yet to prove itself before it becomes an indispensable part of Gen Z’s, entertainment consumption.
TWITTER SHOWS:
Twitter recently announced it is releasing 30 new shows on its platform with emphasis on entertainment, news, sports, and gaming. This new programming will consist of both live and original video and be produced with partners such as NBCUniversal, ESPN, VICE, and Hearst Media. Trendera YOUTUBE TAKES ON TV:
Taking note that its fastest-growing viewership is people who watch on their TVs through digital media players and video game consoles, YouTube recently released new advertising products just for this segment. This is an interesting shift in attention away from mobile.
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LONG-FORM CONTENT: A SHIFTING LANDSCAPE
THE MOVIEPASS EFFECT:
Thanks to the popularity of MoviePass, the value of movies has shifted dramatically in viewers’ eyes. Because consumers can now watch movies in theaters for a flat monthly fee—as well as access an endless number of movies on their streaming platforms at home—films are considered “less valuable” than ever before.
MOVIE STREAMING GOES BRICK & MORTAR:
China’s biggest online streaming service iQiyi recently announced that it is launching a physical movie theater. This surprising move demonstrates that streaming services are gaining impressive power and traction both on screen and off. Trendera
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GAMING: ALL ABOUT LIVE
FORTNITE:
Fortnite has been one of the biggest entertainment phenomena of 2018 and continues to lead the battle royale game trend (games in which players play each other in real time to the death until there is one winner). Fortnite on its own is transforming the gaming industry, creating its own celebrity players and encouraging traditional game publishers to capitalize on mobile in-app purchases.
TWITCH IRL:
Twitch’s “IRL” (In Real Life) section gives streamers the ability to share their “everyday lives, thoughts, and opinions with their communities” (i.e. a live, unedited vlog). A movement away from eSports on the platform, “life streamers” are pioneering a new entertainment form, though with considerable controversy. Trendera
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MUSIC: SOMBER AND CENSORED
SAD POP:
Researchers at the University of California analyzed 500,000 songs from the past 30 years in the U.K. and found that pop music has been getting increasingly somber in the past few decades. There was found to be a decrease in words like “happiness” and “brightness,” as well as a shift towards sadness in songs’ tone, mood, and “danceability.”
CURATION VS. CENSORSHIP:
Spotify recently announced that it has taken R. Kelly’s music off its curated playlists in response to the singer’s high-profile abuse allegations. The move points to media companies’ huge responsibility to society as curators—but when does this become censorship? Trendera
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INTERNET CULTURE: UNDER THE INSTAGRAM INFLUENCE
PRIVATE MEMES:
Some of Instagram’s biggest meme accounts, like @shitheadsteve and @greatercomedy, have switched their pages to private mode, forcing Instagram users to hit the follow button if they want to see their content. The idea is that meme-makers will get more followers this way, an important element of growth in the face of Instagram’s current algorithms.
LEARNING FROM THREADS:
Gen Zs are flocking to “thread” accounts on Instagram, which provide easily digestible information via albums on topics ranging from how to deal with acne to how to keep their grades up. Accounts like @selfcaresis and @selfcove show how users are utilizing the Instagram function that allows users to swipe through multiple photos.
TrenderaFLOP ACCOUNTS: Teenagers are turning to “flop accounts” on Instagram (e.g. @toomanyflops, @nonstopflops, @feminism.flops) to talk about serious issues. These accounts are pages managed by multiple teens who post about discriminatory comments or actions made by influencers. As a result, flop accounts foster discussion in the comments section around issues ranging from gun control to LGBTQ issues to abortion.
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Trendera NEW MEDIA who’s doing it right
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NEW MEDIA CONTENT KINGS BRANDS DOING IT RIGHT
CONTENT THAT’S WORKING:
YOUTUBE • Best Shot • Brat • Cobra Kai • Liza on Demand
INSTAGRAM • @celebface • @commentsbycelebs • @cookiethenews • @willsmith
TWITCH • Games Done Quick • Ninja • Pokimane • Tfue
SNAPCHAT • Oddly Satisfying • Slang Challenge • TXT stories Trendera• E!’s What The Fashion STREAMING • Castle Rock h • Cheddar Live • Queer Eye • The Marvelous Mrs. Maisel
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NEW MEDIA CONTENT KINGS BRANDS DOING IT RIGHT
ASICS x Footlocker Buzzfeed Follow This Bleacher Report Kylie Cosmetics Cosmopolitan YouTube Anime Series Netflix Series Instagram Instagram (Face Filter) Snapchat Discover
Glossier Goop Lego Mailchimp Netflix Instagram Website YouTube Game Instagram Memes
Nyden OFF-WHITE Puma Hoops Reformation Savage x Fenty Instagram (Influencers) TrenderaCollabs Twitter Diversity Instagram (UGC)
Spotify Urban Outfitters VANS VICE Yeezy YouTube Instagram (UGC) Instagram Instagram (IGTV) Influencers Nickelodeon47 THE TRENDERA FILES: THE NEW MEDIA ISSUE
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NOW TRENDING
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ENTERTAINMENT
THE DARK SIDE OF SOCIAL
Social media continues to raise important questions surrounding privacy, ethics, and consent. Recently, we’ve seen this underscored in the viral story of #PlaneBae, proving that not only is there someone always watching, but also that one’s identity, intentions, and experiences can be recorded, posted, and misrepresented for entertainment value. First, a refresher: The #PlaneBae incident began when a woman boarded a plane from New York to Dallas and was asked by another passenger, Rosey Blair, to switch seats. The woman then chatted throughout the flight with her new seatmate, Euan Holden, a former professional soccer player turned model without realizing that Blair, sitting behind them both, was live-tweeting the entire exchange. What seemed like a casual conversation immediately turned into a viral online love story that made national headlines. Blair and Holden were quick to embrace their newfound internet fame, but the anonymous woman who had given up her seat and had her privacy hijacked, was none too pleased. Releasing a statement through her lawyer, she announced that she has been found and harassed through this experience that she had not wanted in the first place. Ultimately, #PlaneBae highlights that more often than not, 15 minutes of fame is not always the choice of the person in the spotlight.
OFF-SCREEN EXTRAS
We’ve long argued that unless a show is doing something to stay top of mind, it’s not relevant. Case in point: some of the most popular cult shows right now are devising creative off-screen extras to keep viewers engaged in between seasons. For example, Netflix has teamed up with Dark Horse, the company behind Buffy the Vampire Slayer comics, Trenderato develop a series of four Stranger Things themed comics following character Will Byers as he battles the Demogorgon in an effort to escape the upside down. For fans who want even more, a Stranger Things book series and video game are also in the works. Meanwhile, Adult Swim is creating a 26-song soundtrack with Sub Pop Records for Rick and Morty. Available via cassette, vinyl, CD, and online to stream, the album includes music from the show’s composer Ryan Elder and other artists such as Blonde Redhead, Chaos Chaos, and Mazzy Star. Given the success of Rick and Morty’s previous limited-edition Szechuan Sauce run, our bet is their latest offering will be a hit as well.
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THE INTELLECTUAL DARK WEB
The Intellectual Dark Web may sound like the internet’s shady underbelly of academia, but this group is happy to be in the spotlight, rapidly growing in influence, and proving that long-form content still resonates in a clickbait age. As noted in a recent New York Times exposé, members of this group include neuroscientist and philosopher Sam Harris, University of Toronto professor Jordan Peterson, and conservative political podcasters Dave Rubin and Ben Shapiro, all of whom have gained a massive online following due to their provocative opinions and willingness to debate controversial topics such as religion, abortion, and immigration (Shapiro’s podcast is downloaded over 15M times each month, Harris’ podcast gets one million listeners per episode, and Rubin’s YouTube show has over 700k subscribers). Although short form content has been touted as the only way to hold Gen Zs and Millennials’ attention, members of the I.D.W. are successfully doing the exact opposite in their long-winded podcasts. Case in point: A three-hour long Joe Rogan recording featuring members of the I.D.W. discussing gender, beauty, and #MeToo was viewed over a million times on YouTube. Challenging ideas that are marginalized in the mainstream, the success of the I.D.W. ultimately showcases that America’s youth are craving more dialogue and thoughtful discussion in the media.
LIFE IMITATING ENTERTAINMENT
TV Land’s fourth and fifth season of hit seriesYounger centered around characters Liza and Kelsey, two co-workers in the publishing industry, working to get a book titled Marriage Vacation written and published. Spoiler alert: not only were Liza and Kelsey victorious in publishing the book on the show, but fans were also able to purchase the book in real life. Published by Simon & Schuster and written by Joe Piazza, the book was designed to be perfect fan-lit for lovers of the show who were able get a deeper look into some of the characters’ lives through the book. The dedicated integration to combat the real-life decline in the adult books category created much-needed coverage and excitement toward the launch. With so many eager eyeballs on popular TV shows today, Trenderaexpect more publishing houses to create corresponding books so fans can enjoy life imitating the art they love.
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LIFESTYLE
THE MILLENNIAL VIRGIN
Millennials aren’t just getting married later, they are now also holding onto their virginity longer. A University College London study tracked 16,000 young people and found that one in eight 26-year-olds were virgins. Compared to previous generations, where the norm was one in twenty, this is a staggering finding. While many outlets were quick to attribute this phenomenon to the rise of social media, and the prevalence of hypersexualized pornography, experts disagree. Emily Erikson, an Associate Professor of Sociology at Yale University, argues that social media actually fosters connections and that porn doesn’t necessarily decrease sexual appetite and activity. Taking this theory one step further, UK’s University of Lincoln Professor of Social Research Steven McKay also believes that social media isn’t to blame and instead points to economic and family dynamics such as rising debt costs and living at home longer which, in turn, are leading Millennials to start families later and, as such, keep their virginities longer. Likely a combination of factors, from the internet to the job market, the study provides evidence that the rumors about Millennials forgoing sex are true.
NEXT GEN PUBERTY
It used to be that you only learned about puberty in school or from a book your mom discreetly left on your bed. Tomorrow’s teens, however, may be learning about their bodily changes directly from brands. Direct- to-consumer services dedicated to easing the experience of puberty are cropping up, wrapped up in aesthetically pleasing design and a trendy self-care ethos. Lola, a feminine hygiene product subscription company, recently released its First Period Kit, a beautiful keepsake box filled with organic period products that comes with an e-book titled Lola’s personal, honest, real-life guide to your first period. Also joining the ranks Trenderaof puberty brands is Blume, named after beloved YA author Judy Blume. A subscription service, Blume peddles organic tampons and pads, acne treatment, PMS oil, face wash, and natural deodorant. The brand aims to provide sustainable, clean products while empowering young girls through education. Consumers can receive Blume’s “Guide to First Periods” or browse the “Blume University” blog to learn about topics ranging from vaginal discharge to UTIs to birth control.
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QUEER FOOD
Niche communities aren’t new, but the meteoric rise of queer food culture has peaked consumer interest. Restaurants, foodies, and culinary events that are explicitly LGBTQ are increasingly popular, providing safe spaces in an industry that has traditionally marginalized certain groups. Examples of this trend include Brooklyn party Queer Soup Night, queer food journal Jarry, lesbian supper club JaynesBeard, and QVM, a community focused on catering to “those who share the experience of being queer, melanated (a PC term for people of color), and vegan, to talk about our food journey and self-acceptance.” Thanks to this coming together of industry and identity, the food world is becoming more inclusive than ever before—a place of collective action. The movement is also uncovering lost queer voices in food, propelling stories into the limelight about topics like James Beard’s quieted homosexuality and harassment in the food industry (see writer John Birdsall’s work, or the Bon Appétit article “What It’s Like to be Queer, Trans, Black, and a Line Cook” by Charlie Anderle). As a result, diverse voices are becoming more and more visible in food: cookbook author Julia Turshen, for example, has created Equity at the Table (EATT), an online directory of women and non-binary food professionals, with emphasis placed especially on people of color and the LGBTQ community.
THE BOY BEAT
Beauty lovers may have recently noticed an influx of videos and posts on their social media feeds dedicated to the “boy beat” (“beat” is a drag term referring to flawless makeup application). Though the exact source of the trend is unclear, many credit it to Sir John, Beyoncé’s makeup artist, who has described the minimal, no-frills technique as an “androgynous way to look at makeup being masculine and feminine at the same time, adding a bit more structure than you would have naturally.” Beauty bloggers have been creating their own interpretations of boy beat, inspired by a more masculine aesthetic than the typical industry standard. YouTuber Sarah Cheung, who is largely credited for popularizing the term, added a new dimension to boy beat. In Trenderaher tutorial, she embraces—and even creates—“flaws” like unkempt eyebrows, dark circles, rosacea, acne, and freckles. Inspired by boyish charm and effortless imperfection, Cheung’s boy beat experimentation goes to show that polished hyper-femininity no longer reigns supreme in the beauty world.
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DATING APP GHOST WRITERS
A new species of catfish has just spawned. Billing themselves as online dating assistants, men and women around the world are working for companies such as ViDA (Virtual Dating Assistants) that outsource the work associated with online dating. Chloe Rose Stuart-Ulin, an employee at ViDA, wakes up every morning and spends 10 minutes a day flirting with the women that have matched with her client, a 45-year-old man in Texas. Every phone number she manages to get earns her $1.75. Employees like Stuart-Ulin are typically writers who have gone through an extensive training program on pickup lines and the art of small talk. After the training, employees work as either “profile writers” who fill out Tinder bios to make them more appealing or “closers” who chat with matches in an effort to make a connection for their client. Created to help online daters avoid the rejection, harassment, and work of online dating, between ghostwriters, bots, and catfishers, in some ways the online dating scene is less personal than ever.
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FASHION / RETAIL / SHOPPING
DESTINATION BATHROOMS
Society has proven that there is little people won’t do for the ‘gram. From beautifully staged proposals to prioritizing photoshoots over relaxing during vacation, social media is fundamentally changing the way people experience and interact with the world. 10 years ago, going out of the way to take a picture with a mural to post on Facebook was all but unheard of, now it’s a common Millennial activity–post-brunch, of course. The next even more obscure photoshoot hotspots are–believe it or not–bathrooms. When done incorrectly, bathroom selfies are one of the worst social media faux paus. When done correctly, in a beautifully decorated–and hopefully clean–restroom however, they can be works of art. Vogue handily rounded up a list of “The Best New York Restaurants for a Bathroom Selfie” including but not limited to the flamingo wallpapered Millennial pink restroom at NoHo restaurant Vic’s or Japanese Morimoto’s infinity room-inspired porcelain throne room. Absurd as they may seem, destination bathrooms go to show that social media savvy consumers are looking for content opportunities in all aspects of life, even in the most unexpected of places.
NADA
A new grocery store in Vancouver is joining the growing ranks of businesses that are making the no-waste lifestyle more accessible. Nada is a zero waste, package-free supermarket that sells bulk items by weight. Customers bring their own jars, bags, and containers, and then use the store’s simple “tap-fill-pay” refill system to shop and checkout. One of the most appealing aspects of Nada is the fact that shoppers are empowered to buy only what they need (e.g. just a few leaves of basil instead of the whole plant, or four eggs instead of a whole dozen), minimizing waste at home from leftover food. Nada even makes its own Trenderasmoothies, soups, and spreads from surplus in-store produce, while also sending edible leftovers to local food banks and composting the inedible stuff. Considering the company’s in-store practices, it should be no surprise that Nada’s values extend to their relationship within the larger food chain: according to Nada’s website, the store also hand-selects suppliers based on transparency as well as environmental and social impact.
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FASHION / RETAIL / SHOPPING MICROMERCH Micromerch, a term coined by the New York Times, refers to small-batch merchandise peddled by niche, not-quite celebrities. Made possible by manufacturing innovations, the simplification of ecommerce, social media hype, and the rise of the personal brand; “micromerch” signals a big shift in the understanding of consumerism and fandom. Examples include streetwear star Leo Mandella (@gullyguyleo), who is selling a coloring book with illustrations of himself, and Bachelorette contestant Ashley Iaconetti, who made her own tongue-in-cheek tissue boxes inspired by the fact that she is known for crying frequently on the show, and even indoor cycling brand Peloton, which sells workout wear inspired by specific instructors. Meanwhile, a whole new industry of internet-centric, micromerch-manufacturing agencies are cropping up such as Pizzaslime and Hyv. What’s important to understand about micromerch is that it’s often more about cultivating fan love than earning actual profit. Here at Trendera, we have been writing about niche communities and the importance of in-group jokes for almost a decade, and it’s no surprise that fandoms have become communities that are creating and championing their own products. To understand this trend in a bigger context, one need look no further than the culture of art book fairs, informal marketplaces that take power away from traditional art and publishing industries and put it into the hands of artists who print, make, and sell their own limited-edition wares. Merch has also become ubiquitous for popular podcasts and YouTube channels, like the podcast Friday Night In and the notorious PewDiePie. Here, profit and fandom collide, not only giving fans a way to wear their fandom on their sleeve, but also empowering small creators with an alternative revenue stream that can go back into their creation practices.
FEATHER
With Millennials constantly packing up and moving, furnishing an empty apartment has become a commonplace nuisance rather than an exciting milestone. Catering to this trend is Feather, a new startup that promises “furniture freedom” to its consumers. Making it so that Trenderaone no longer has to painstakingly decorate their home piece by piece, Feather’s customers pay a monthly fee for a furniture subscription. After receiving the items (free delivery and assembly!), subscribers can then choose to renew, swap, buy, or return. Curating products from brands like West Elm, Casper, and Joybird, Feather offers multi-piece “packages” of furniture, as well as a personal quiz that helps shoppers find pieces that suit their style and space. Though Feather is currently only available in New York City and San Francisco, we can definitely see this concept trending wider as convenience-minded consumers flock to the idea of “buying the entire outfit” for their homes as well as their wardrobes.
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SHOPPING LOTTERY
The competitive secondhand market and bot technology are making it harder than ever for real live humans to “cop” the latest and greatest from their favorite brands. UK-based retailer, End Clothing, is looking to halt these practices and even the playing field with a lottery-based shopping experience. When it comes to their most popular releases, which are usually limited-edition sneakers, the store will notify customers via email and offer them the chance to enter a lottery. From there, a few lucky customers will be drawn at random and given a chance to purchase. As egalitarian Gen Zs redefine luxury, exclusivity defined by price point is no longer an option. More interested in the latest “drops” in streetwear from brands like Supreme, KITH, and Nike than high end fashion labels, Gen Z luxury rewards the consumer who is the most in-the-know rather than the one with the deepest pockets. As such, these brands are looking for ways to undermine bots and make sure their merchandise is getting in the hands of true brand fans, not resellers looking to flip it for profit.
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DIGITAL / TECHNOLOGY
SCREENLESS TECH TOYS
The future of toys may not be screen-based but is still technologically advanced. Botley, the coding robot featured by Forbes and Reuters for its innovation, is a 77-piece set that helps children as young as five hone their coding skills. From coding cards to detachable arms to interactive obstacles the screen-free remote programmer responds to the commands transmitted by the children and continues to grow with additional coding steps as the child becomes a better programmer. Another inventive toy, Storyball, combines the most vital aspects of child’s play by using games, stories, and challenges that require children to be moving while they are learning. Storyball also comes with an app that keeps parents updated on their child’s development and problem- solving skills. A powerful move away from children being glued to screens, these toys provide immersive and educational technological experiences with an emphasis on interacting with the real world.
DISNEY CODERS
Disney’s VP of Technology Nikki Katz is creating an army of coders within the company launching the first ever program of its kind for Los Angeles staffers, CODE: Rosie. In a nod to the famous icon Rosie the Riveter, the name stands for Creating Opportunities for Diverse Engineers. The program accepts around 20 female employees who are interested in making a decisive move away from their current roles to become software engineers. Starting with a rigorous three-month training session taught by training firm General Assembly, the women are taught about computer science and programming languages such as Python. The program then shifts into a yearlong apprenticeship where the women work in different departments within the company to refine their skills. After the women have graduated they can choose to switch Trenderacareer paths and take a technical position at Disney. For instance, CODE: Rosie graduate, Leilenah Mamea worked in finance and now writes code for Disney.com and StarWars.com. A commendable effort to combat the technological fields gender imbalance, the program is just the start for hopefully a company-wide solution and maybe even for tech-centric areas such as Silicon Valley.
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THE QUANTIFIED OVARY
With period trackers and genetic tests flooding the marketplace, it was only a matter of time before Silicon Valley combined the two concepts to take on fertility. Startup Modern Fertility is leading the way, offering an at-home fertility testing kit for $199 (compared to the whopping $1,500 that co-founder Afton Vechery had to pay when she got tested). Not only does the company cater to women who want to get pregnant, but also those who don’t yet want babies, but want to be educated about their bodies in preparation for the future. To help paint the complex picture of an individual’s fertility, the company tests for nine fertility hormones. Users are encouraged to get tested every 9 to 12 months, and with the results can create a personalized profile that tells them about their ovarian reserves and even predicts when they might reach menopause. By offering early testing to women as young as 25, the company believes that it is spearheading a new form of female empowerment: one that helps women plan for both their careers and personal lives by giving them a timeline and opportunity to think about egg freezing and IVF. The idea is clearly attractive: Modern Fertility received over $70,000 in pre-orders in just two weeks after launching!
BIOMETRIC LIVE EVENTS
Imagine a concert where no one ever had to wait in line. This could become a reality with Ticket Master and Live Nation Entertainment’s recent investment in Blink Identity, a biometric company that specializes in facial recognition with hopes to associate a concert-goers face with their tickets. The partnership points to a future where festivals and concerts will use Blink’s technology at security gates for its ability to identify over 60 people a minute as they walk by sensors. Concert-goers will also be able to buy drinks, swag, and enter VIP areas in a matter of seconds with just a quick scan of their face. Convenience comes with a cost however; Live Nation would gain useable and shareable data on each person that walks through their doors and would need to preserve a database of each customer’s face in order for the system to work. Although Blink Identity ensures a privacy-first policy, with scandals like Cambridge Analytica, there’s no guarantee that any data is ever safe even Trenderain a setting as free and fun as a festival.
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INTERNET DISORDERS
We called out social media as the new tobacco and its effects are quickly becoming apparent and, in turn, treated. The World Health Organization recently classified gaming disorders as a mental health condition in which one gives priority to gaming over other interests in daily life. In response to this, the UK’s National Health Service has plans to create a Centre for Internet Disorders in which UK residents can receive treatment for their internet impulses. In an effort to offer preventative solutions, Apple’s CEO Tim Cook felt compelled to launch Screen Time, a new feature that monitors and allows users to set time limits for their iPhone usage. The New York Times chronicled Gen Z Sophie’s experience with Screen Time in which she went through literal withdrawals and felt “triggered” when she was restricted from using Snapchat. Surprisingly, when it was all said and done Sophie ended up requesting stricter limits after seeing the benefits from reducing her time on her iPhone. While people enjoy the benefits of constant digital connection, they are also beginning to see its dark side. Expect more companies, and people, to take responsibility for and charge of limiting their behaviors surrounding technology usage.
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Trendera STANDOUT marketing
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NETFLIX X IGTV
WHAT IT WAS: Netflix was one of the first brands to try out Instagram’s latest feature, IGTV, which allows users to post long-form vertical video on their “channel.” For their IGTV debut, the streaming giant presented their followers with a full hour of Riverdale star Cole Sprouse eating a cheeseburger offering no further explanation than a simple “for your viewing pleasure.” Over the course of the 60-minute tongue-in-cheek video, Sprouse not only eats, but hams it up for the camera, smiling, laughing, winking, and–most of all–masterfully subverting and satirizing Carl’s Jr.’s once ubiquitous commercials which famously featured attractive female celebrities sexily eating the chain’s latest concoction. Whether they watched for a second, a minute, or the whole hour, the video has been viewed almost one million times.
WHY WE LIKE IT: This stunt isn’t positioned as a hard sell for Netflix or Riverdale, which streams on the platform. Instead, it is a deceptively simple way for the company to insure their continued relevance in the ever- changing entertainment and social media landscape.
HELMUT LANG DATING SERVICE
WHAT IT WAS: Capitalizing on the return of the 90’s, recently relaunched Helmut Lang took the campaign for their pre-fall collection in a retro direction tapping 9 unique New Yorkers to model the collection through personal ads. Styled to look like 90s-style glamour shots by photographer Alex Lee, each image features the person, their first name, age, and one or two other tidbits of information such as their interests, star sign, and personal motto. For example, 24-year-old Clark, is a Leo looking for “a British brunette Aquarius boy” while 81-year-old “homemaker” Claudine wrote that she is interested in reading, baking, and family. But Helmut Lang didn’t just borrow the aesthetic for the shoot; it’s functional. Each person featured is actually single and ready to mingle and anyone interested in Trenderaresponding to their ad need only email [email protected] to shoot their shot (if you don’t know what that means, see our slang list for a translation).
WHY WE LIKE IT: This innovative campaign not only tapped into the current 90’s renaissance, it updated it for 2018 with an incredibly diverse cast of models who range in age, race, sexual identity, and–with a few internet celebs–notoriety for a truly fun, unique, and inclusive way to show off their latest collection.
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MGM UNIVERSAL LOVE
WHAT IT WAS: In honor of Pride Month, MGM Resorts decided to update classic pop songs to better fit changing mindsets toward love, namely to make them more inclusive of same sex couples. The 6-track album, called Universal Love, features some of today’s most notable artists reimagining classic heterosexual wedding tunes. For instance, Death Cab for Cutie’s Ben Gibbard takes The Beatles “And I Love Her” and makes it “And I Love Him” while Bloc Party’s Kele Okereke changes The Temptation’s “My Girl” to “My Guy.” Even Nobel prize winner Bob Dylan contributed, recording 1928’s “He’s Funny That Way” using both “he” and “she” throughout the song. The album is just the latest in MGM’s long-standing commitment to marriage equality as the company was one of the first to allow same-sex couples to wed in their chapels, even before it was legal, and prides itself on providing health benefits to employees in same sex couples.
WHY WE LIKE IT: Despite the number of brands that have been jumping on the Pride Month bandwagon, socially conscious consumers are unimpressed with those who simply slapped a rainbow on a product and called it a day. Instead, they wanted brands to take meaningful action and stick to it just as MGM has done and continues to do.
WHITE CASTLE SHOPPING NETWORK
WHAT IT WAS: While they’re known for their sliders, White Castle is getting into the ring business and wants customers to buy in as well. To get the word out about their new chicken rings, which are essentially chicken nuggets shaped like onion rings, the fast food chain staged an elaborate Facebook Livestream in the style of a home shopping network. Viewers tuned into watch hosts Heather and Janelle of the fictional WCS network selling them “Chicken Rings” (a $49.99 value, now $2.99!) as the latest must have fashion accessory. For over 40 minutes, the women banter like two QVC hosts asking one another inane yet hilarious questions like, “which dipping Trenderasauce are you?” In addition to their salesperson duties the hosts were also improvising answers to questions from commenters and joined by a few guests, also in character. For instance, Doug, a quirky “ring appraiser” lends his expertise to the show, while later there’s a skit where a man proposes to his girlfriend of one week with one of the coveted chicken rings.
WHY WE LIKE IT: In the social media world of influencer activations, #sponcon, and celebrity endorsements, White Castle decided to focus first and foremost on entertaining their audience in one of the most innovative uses of Facebook live to date. Nickelodeon62 STANDOUT MARKETING
GLOSSIER FURNITURE COLLECTION
WHAT IT WAS: First Glossier’s signature pink pouches were turned into a bikini and now their packaging is becoming furniture! CEO and founder Emily Weiss recently partnered with artist/designer Kim Markel, who specializes in the use of discarded materials, to give Glossier fans a little dose of home décor, Glossier style. The collection, which debuted at annual contemporary design showcase, Sight Unseen OFFSITE earlier this year, consists of a cabinet, chairs, a vanity, side tables, and hand-held mirrors all utilizing empty Glossier packaging expertly recycled by Markel. With its Millennial pink hue being the only indicator of what it once was, each piece looks straight out of a design catalog–or the heavily Instagrammed Glossier show room for that matter.
WHY WE LIKE IT: A true lifestyle brand, Glossier is strategically branching out while staying true to their aesthetic and core brand values, transcending their beauty brand label to become a full-blown cultural phenome.
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WHAT’S HOT
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WHAT’S HOT gen Z kids
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1. Yes Days 2. Scents for Kids 3. Little Sous 4. Kid Box 5. Unicorn School Supplies 6. Hairdorables 7. Black Sheep Mob
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8. Cocomelon Nursery Rhymes 9. Double Dare 10. Craig Craig of of the the Creek Creek 11. 11. BarbieBarbie YouTubeYouTube ChannelChannel 12.12. Warioware Warioware Gold 1313. . Ryan’s Ryan’s World World Mystery Mystery Egg Egg 14. 14. Rescue Rescue Runts Runts 15. 15. Thermal Thermal lunch Lunch boxes Boxes 16. 16. Cobra Cobra Kai Kai
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WHAT’S HOT gen Z 13+
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1. Alter ego finstagrams 2. Mermaid jeans 3. Mukbangs 4. “The Legend of Zelda: Breath of the Wild” 5. Eighth Grade movie 6. Fortnite halloween costumes 7. Roller skating
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8. To All the Boys I’ve Loved Before (Netflix) 9. Iridescent 9. Iridescent Bags 10. bags Neon 10. 11. Neon @grlsswrl 11. @grlsswrl 12. Biker Shorts12. Biker 13. shorts Speed Dealers 14.13. DisposableSpeedealer Camerassunglasses 15. 14. Bleached Disposable Hair cameras for Boys 15. 16. Bleached Metallic Shoeshair for 17. boys 50-50 16. Shirts Metallic 18. SecndntureShoes 17. 50-50 shirts 18. Secndnture
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WHAT’S HOT millennials
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1. Hawaiian shirts 2. @Mariussperlich 3. The Chalamet 4. Scooters 5. Clear shoes 6. Microbags 7. Slaps Roof meme 8. Verb dry shampoo 9. Wellness festivals 10. Cheetah skirts
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9.11. WellnessUnfold app Festivals 12. Backwards 10. Cheetah books Skirts 13. 11. Born Unfold x Raised (app) 14.12. CrazyBackwards Rich Asians Books 13. 15. Born SNS nailsx Raised 14.16. Stress-relievingCrazy Rich Asians hobbies 15. Shs (pasta Nails making) 16. Pasta 17. Making The Donald Peace (reddit) of Mind 17. The Donald
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WHO’S HOT
BRYCE XAVIER
A sensation on both TikTok and YouTube, Bryce Xavier is a multi- talented actor, model, violinist. Born in Lakewood, California, Xavier was nominated for a Shorty Award in 2018 in the Live Streamers category, has designed clothing for Target’s successful Art Class line, and is a reoccurring character on Brat’s hit YouTube series, Total Eclipse.
LAURA HARRIER
After landing her big break in Spider-man: Homecoming (2017) and recent appearance in BlacKkKlansman (2018), Chicago-born Laura Harrier is becoming one of Hollywood’s most promising up-and- comers. In addition to acting, Harrier also models, appearing in Vogue, Cosmopolitan, Elle, and Glamour, and has been featured in marketing Trenderacampaigns for Urban Outfitters, L’Oréal, and American Eagle.
Nickelodeon72 WHAT’S HOT
BEANIE FELDSTEIN
Managed by her older brother, actor Jonah Hill, Beanie Feldstein is a rising star known for her scene-stealing roles in Neighbors 2: Sorority Rising (2016) and Lady Bird (2017). You may also recognize Feldstein WHO’S HOT from her cameo in Maroon 5’s “Girls Like You” music video. These days, Feldstein is filmingHow to Build a Girl slated for release in 2019 and is set to star in Olivia Wilde’s directorial debut Booksmart (2019).
KATHRYN NEWTON
Kathryn Newton is only 21 but has already starred in numerous critically-acclaimed films and television shows such as Paranormal Activity 4 (2012), Blockers (2018), Lady Bird (2017), Supernatural, and Big Little Lies. Catch Newton next starring alongside Julia Roberts in upcoming filmBen is Back (2018), Detective Pikachu (2019), and a yet-to- be-named Netflix drama series.
KIM PETRAS
25-year-old German pop artist Kim Petras is a talented singer and songwriter best known for her 2017 debut single, “I Don’t Want It At TrenderaAll,” which topped viral music charts on Spotify last year. The rising star takes inspiration from 90s sensations such as Britney Spears, Christina Aguilera, and The Spice Girls. In addition, Petras is a role model in the trans community as she’s quite vocal about her experience undergoing gender transition at a young age. Petras is currently working on a new album and planning a tour slated to kick off at the end of this year.
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TFUE
Tfue is a top Fortnite player and part of the notable gamer team, FaZe Clan. Known for his fast building skills and impressive shooting accuracy, Fortnite addicts follow his every move on YouTube and Twitch, where he has over 1.7M followers—even uber-popular player Ninja has admitted to peaking at Tfue’s livestreams!
BUNNY MICHAEL
Bunny Michael is an artist, inspirational musician, healer, and author of the book, Me and My Higher Self: A Book of Memes to Channel Your Inner Wisdom. Michael’s book is filled with motivational, comical, and truthful content that spreads the message of healing and self-love. In addition to writing, Michael has an impressive 57k Instagram following and hosts the new VICE series Broadly Hotline, which offers relatable advice for life’s problems.
HENNESSY CAROLINA
Hennessy Carolina may be Cardi B’s sister, but the 22-year-old influencer Trenderais making a name for herself. Besides maintaining an Instagram account with over 3M followers, Carolina competed on MTV’s The Challenge: Champs vs. Stars, appeared as a regular on VH1’s Love & Hip Hop: New York, and is currently working on creating her own fashion line in her hometown city, New York.
Nickelodeon74 WHAT’S HOT
ANEURIN BARNARD
Before Aneurin Barnard’s acting career took off thanks to his lead role in Dunkirk (2017), he starred in British theater productions of Singing in the Rain and West Side Story and played a role in Hunky Dory (2011) alongside Minnie Driver. Barnard’s next feature film will be the highly anticipated silver screen adaptation of the Pulitzer Prize-winning novel The Goldfinch, which is slated for 2019.
KYLIAN MBAPPÉ
19-year-old Kylian Mbappé was the youngest soccer player at the 2018 FIFA World Cup, where he played a key role in France’s big win. Already, Mbappé has teamed up with Nike to create personalized shoes and earned himself the Best Young Player Award, so expect to see Mbappé as the star player both on and off the field.
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Nickelodeon75 THE TRENDERA FILES: THE NEW MEDIA ISSUE
DIGITAL DOWNLOAD up & coming
DAISIE
Actress Maisie Williams may be best known for her role as Arya Stark in HBO’s Game of Thrones but she’s now looking to stake her claim in Silicon Valley. The actress is getting into tech launching a new networking app for creatives called Daisie (Maisie with a D) that aims to provide a space for individuals in creative fields like acting, writing, photography, design, and more to share their work, learn from others, and gain inspiration. The app is going to start with 5 specific industries (yet to be announced) with hopes to expand. Daisie also wants to challenge two major features of social media as it is today. The first being the obsession with popularity and, as such, has removed follower counts a staple of other platforms like Facebook, Twitter, and Instagram. Second, the app has a no company profiles policy instead choosing to focus on the individuals behind the brands rather than the entities themselves.
DLIVE
Looking to take on Twitch, DLive is the world’s first decentralized platform for live streaming and video sharing. DLive utilizes STEEM, a blockchain based reward platform that helps content publishers monetize their work by giving out STEEM’s currency “Smart Money TrenderaTokens” or SMTs. Essentially, when a creator posts or streams to DLive, their audience has the option to up vote their piece of content. For each upvote, DLive rewards the creator with SMTs from the collective STEEM blockchain meaning, unlike Twitch, audiences are not spending their own cash but deciding where the communal coins should be allocated. Furthermore, 100% of the earnings go to the creator, making it a more appealing option than other sites that charge fees or take a cut of their earnings. With just under 1 million users, this decentralized platform is a new and interesting use of block chain technology.
Nickelodeon76 WHAT’S HOT
IKEA TOYBOX
Swedish fast-furniture company, IKEA, has launched its fair share of augmented reality apps but the forthcoming IKEA Toy Box app takes the cake. Though still in testing, the innovative app would allow parents DIGITAL DOWNLOAD to help their kids gets creative using the trash from their most recent purchase. After the furniture has been assembled, users are to flatten their now empty box and open the app. They are then asked how many up & coming people will be working on the project and what additional materials they have on hand (scissors, pencils, etc.), and finally are prompted to take a photo of their flattened box for the app to read its shape and dimensions. Toy Box then offers suggestions for what they can make with their box by showing a step-by-step guide in AR; turning simple cardboard into mini works of art such as a ukulele, shark, rocket ship and more. Combining sustainability and creativity, this is app is just another incentive for parents to head to IKEA.
TV TIME
From Fitbits to sleep-tracking mattresses, it seems today’s consumers are just as obsessed with collecting their personal data as Facebook is. Enter TV Time, a new app for TV aficionados that allows them to track their viewing habits, chat with friends about specific programs and episodes within the app and recommends new shows to watch based on their preferences and behaviors. While most streaming services offer their own recommendations, those are based solely on that particular platform. With TV Time, all of this information lives in one place allowing users to receive recommendations based on their viewing behaviors across all platforms. Plus, the app allows them to filter recommendations based on criteria like network, whether or not a show has ended, genre, etc. With endless options in entertainment, consumers are craving filtration not simply based on what’s the best out there, but what they will personally love.
TIKTOK
Despite being one of the most popular apps on the planet, most Americans Trenderahave never heard of Chinese platform TikTok. The app boasts 150 million daily users and 300 million monthly users. Launched by Beijing-based software company Bytedance in 2016 as China’s answer to Musical. ly, TikTok has experienced rapid growth and expansion over a period of less than two years, becoming one of the biggest apps in Asia. It became so successful that Bytedance was able to acquire Musical.ly, their competition, last year. Now, TikTok has evolved past lip-syncing to be a full-fledged 15-second video sharing app, where users can shoot, upload, edit, and add special effects to videos to share with the world. While social media marketing in American is heavily focused on Instagram, Facebook, and Snapchat, marketers in Asia are focusing on WeChat, Weibo, and now TikTok.
Nickelodeon77 THE TRENDERA FILES: THE NEW MEDIA ISSUE
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KNOW THE slang
Nickelodeon78 KNOW THE SLANG
SHOOT YOUR SHOT DEEP LIKING (phrase) - to take a chance by hitting on (v.) - liking old posts on social media to show your crush a crush you’re interested in them or a friend support
SOUNDS ABOUT WHITE E-FIT (phrase) - a dig used in response to (v.) - throwing a tantrum online microaggressions and racist or ignorant behavior INSTAGRAM OFFICIAL (n.) - the new Facebook official. Proudly I FELT THAT posting about a partner on one’s social media effectively showing the world you’re (phrase) - when you relate deeply to something together
BDE LOCALS (acronym) - [origin: Ariana Grande and Pete (n.) - used to describe generic or “basic” people Davidson] big dick energy or having a certain quiet confidence R-BOMBING (v.) - when your crush reads a text but RISK IT ALL doesn’t respond (phrase) - to take a risk hitting on someone where rejection is almost certain HORSE GIRL (n.) - a middle school stereotype based on a TWINK love of horses and nothing else (adj.) - the new soft boy; used to describe a fashionable and boyish man in touch with his feminine side SKINNY LEGEND Trendera(n.) - a title bestowed on celebrities who are glamorous and talented at any weight (e.g. SECURED THE BAG Mariah Carey) (phrase) - getting paid either through your own KNOW THE hard work or dating or marrying into wealth slang
Nickelodeon79 THE TRENDERA FILES: THE NEW MEDIA ISSUE
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Nickelodeon80 Trendera STATISTICS gen x, y, & z
Nickelodeon81 THE TRENDERA FILES: THE NEW MEDIA ISSUE STAT CONTENTS
STATISTICS: GEN X, Y & Z 84
85 Methodology 113 Favorite Online Videos
86 How Much They Have In Savings 114 Statements On Online Videos
87 Favorite Actors 115 Tv Is Best For
88 Favorite Actresses 116 Movies Are Best For
89 Favorite Content Providers 117 Video Games Are Best For
90 Favorite Reality Shows 118 Online Social Media Videos Are Best For
91 Favorite Scripted Shows 119 Would You Rather
92 Favorite Types of Entertainment
93 What They Watch Most
94 What They Do While Watching
95 Their TV Services
96 How They Find New Entertainment
97 Entertainment Behaviors
98 What Would Make Them More Interested In a TV Show / Movie
99 Statements On TV
100 How They Feel About Advertisements
101 How Often They Go To The Movies
102 Why They Don’t Go To The Movies More Often
103 What Would Make Them Go To The Movies
104 Devices They Own And Use
105 Devices They Find Most Important 106 How They Watch EntertainmentTrendera 107 Technology They’re Excited About
108 Gaming Behaviors
109 Statements On Video Gaming
110 Statements On Snapchat
111 Statements On Instagram
112 Social Media & Entertainment Behaviors
Nickelodeon82 STATISTICS: GEN X, Y & Z
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Nickelodeon83 THE TRENDERA FILES: THE NEW MEDIA ISSUE
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Nickelodeon84 STATISTICS: GEN X, Y & Z
METHODOLOGY:
Trendera surveyed 1204 nationally-representative consumers in July 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)
TrenderaN=201 GEN X (39-53)
Nickelodeon85 THE TRENDERA FILES: THE NEW MEDIA ISSUE
HOW MUCH THEY HAVE IN SAVINGS
Approximately how much money do you personally have in savings right now? (Select one)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
$0 18% 28% 24% 9% 11% 15% 20% $1 - $999 30% 41% 40% 16% 24% 26% 34% $1,000 - $4,999 16% 13% 17% 16% 17% 14% 18% $5,000 - $9,999 8% 6% 6% 11% 7% 9% 7% $10,000 - $19,999 7% 3% 4% 11% 10% 7% 7% $20,000 - $49,999 7% 4% 4% 12% 7% 9% 5% $50,000 - $74,999 5% 1% 3% 8% 8% 7% 4% $75,000 - $99,999 3% 1% 2% 7% 2% 4% 3% $100,000+ 6% 1% 2% 8% 12% 9% 2%
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Nickelodeon86 STATISTICS: GEN X, Y & Z
FAVORITE ACTORS
Who, if anyone, would you consider your top 3 favorite actors today? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Dwayne "The Dwayne "The Dwayne "The Dwayne "The Dwayne "The Dwayne "The Dwayne "The Rock" Johnson Rock" Johnson Rock" Johnson Rock" Johnson Rock" Johnson Rock" Johnson Rock" Johnson
Will Smith Adam Sandler Adam Sandler Will Smith Tom Hanks Will Smith Johnny Depp
Adam Sandler Will Smith Chris Pratt Johnny Depp Will Smith Adam Sandler Will Smith
Johnny Depp Johnny Depp Johnny Depp Chris Pratt Johnny Depp Johnny Depp Adam Sandler
Leonardo Chris Pratt Zac Efron Kevin Hart Brad Pitt Chris Pratt Chris Pratt DiCaprio
TrenderaFULL LIST:
Adam Sandler, Ben Affleck, Brad Pitt, Channing Tatum, Chris Evans, Chris Hemsworth, Chris Pratt, Dave Franco, Dwayne “The Rock” Johnson, George Clooney, Harrison Ford, Idris Elba, James Franco, Jimmy Fallon, Johnny Depp, Jonah Hill, Kevin Hart, Kevin Spacey, Leonardo DiCaprio, Liam Hemsworth, Matthew McConaughey, Miles Teller, Paul Rudd, Robert Downey Jr., Ryan Gosling, Seth Rogen, Timothee Chalamet, Tom Cruise, Tom Hanks, Tom Hiddleston, Will Ferrell, Will Smith, Zac Efron Nickelodeon87 THE TRENDERA FILES: THE NEW MEDIA ISSUE
FAVORITE ACTRESSES
Who, if anyone, would you consider your top 3 favorite actresses today? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Jennifer Jennifer Jennifer Jennifer Jennifer Sandra Bullock Sandra Bullock Lawrence Lawrence Lawrence Lawrence Lawrence
Melissa Scarlett Sandra Bullock Mila Kunis Sandra Bullock Julia Roberts Julia Roberts McCarthy Johansson
Jennifer Scarlett Jennifer Jennifer Melissa Emma Watson Emma Watson Aniston Johansson Aniston Aniston McCarthy
Melissa Melissa Jennifer Jennifer Mila Kunis Angelina Jolie Angelina Jolie McCarthy McCarthy Aniston Lawrence
Melissa Jennifer Jennifer Jennifer Emma Watson Julia Roberts Mila Kunis McCarthy Aniston Lawrence Aniston
TrenderaFULL LIST:
Amy Adams, Amy Poehler, Amy Schumer, Angelina Jolie, Anna Kendrick, Anne Hathaway, Blake Lively, Cate Blanchett, Charlize Theron, Elizabeth Moss, Emma Roberts, Emma Stone, Emma Watson, Jennifer Aniston, Jennifer Lawrence, Julia Roberts, Kate Hudson, Kerry Washington, Kristen Wiig, Margot Robbie, Melissa McCarthy, Meryl Streep, Mila Kunis, Penelope Cruz, Rachel McAdams, Reese Witherspoon, Sandra Bullock, Scarlett Johansson, Shailene Woodley, Sofia Vergara, Tina Fey, Zendaya Coleman, Zoey Deutch Nickelodeon88 STATISTICS: GEN X, Y & Z
FAVORITE CONTENT PROVIDERS
Which, if any, of the following has your favorite TV shows right now? (Select up to three)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Netflix Netflix Netflix Netflix Netflix Netflix Netflix
ABC Nickelodeon YouTube ABC ABC YouTube ABC
Cartoon YouTube ABC A&E CBS ABC YouTube Network
A&E Disney Hulu HBO NBC AMC Hulu
Cartoon Cartoon AMC YouTube Amazon Prime AMC A&E Network Network
FULL LIST:
A&E, ABC, ABC Family, Amazon Prime, AMC, Animal Planet, BBC America, BET, Boomerang, Bravo, TrenderaCartoon Network, CBS, Cinemax, CMT, CNBC, CNN, Comedy Central, Discovery Channel, Disney, Disney XD, E!, Encore, ESPN, ESPN 2, Food Network, Fox, Fox News Channel, Fuse, FX, GAC, Hallmark Channel, HBO, HGTV, History, Hulu, IFC, Investigation Discovery, ION, Lifetime, Military Channel, MSNBC, MTV, MTV2, Nat Geo Wild, National Geographic, NBC, Netflix, Nick Jr., Nickelodeon, OWN, Oxygen, PBS, Showtime, Sling TV, Spike TV, Starz, Style, Sundance, SyFy, TBS, TCM, Teen Nick, Telemundo, The CW, The Weather Channel, TLC, TMC, TNT, TruTV, TV Land, TWC Sports, UniMas, Univision, USA, VH1, Vimeo, YouTube Nickelodeon89 THE TRENDERA FILES: THE NEW MEDIA ISSUE
FAVORITE REALITY SHOWS
Which, if any, of the following are your favorite reality TV shows right now? (Select up to two)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
America's Got America's Got America's Got America's Got America's Got America's Got Master Chef Talent Talent Talent Talent Talent Talent
America's Got Master Chef Master Chef Catfish Pawn Stars Master Chef Master Chef Talent
Love and Hip Pawn Stars Lip Sync Battle Master Chef Shark Tank Master Chef Pawn Stars Hop
Chopped Shark Tank Hell's Kitchen Pawn Stars Big Brother Shark Tank Teen Mom Junior
Naked and Naked and Naked and Love and Hip Naked and Hell's Kitchen Catfish Afraid Afraid Afraid Hop Afraid
FULL LIST:
Amazing Race, America’s Got Talent, America’s Next Top Model, Are You the One?, Bachelor in Paradise, Bad Girl’s Club,Trendera Below Deck, Big Brother, Botched, Catfish, Celebrity Apprentice, Chopped, Chopped Junior, Dance Moms, Dancing With The Stars, Dating Naked, Deadliest Catch, Duck Dynasty, Face Off, Fixer Upper, Hell’s Kitchen, Ice Road Truckers, Keeping Up With the Kardashians, Lip Sync Battle, Little People, Big World, Love and Hip Hop, Master Chef, Million Dollar Listing, Naked and Afraid, Pawn Stars, Project Runway, Property Brothers, Queer Eye, Rich Kids of Beverly Hills, RuPaul’s Drag Race, Say Yes to the Dress, Shahs of Sunset, Shark Tank, Sister Wives, So You Think You Can Dance, Southern Charm, Survivor, Teen Mom, The Amazing Race, The Apprentice, The Bachelor, The Bachelorette, The Biggest Loser, The Challenge, The Great British Bakeoff, The Real Housewives, The Voice, The X Factor, Top Chef, Total Divas, Undercover Boss, Vanderpump Rules Nickelodeon90 STATISTICS: GEN X, Y & Z
FAVORITE SCRIPTED SHOWS
Which, if any, of the following are your favorite scripted TV shows right now? (Select up to two)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 13 Reasons 13 Reasons 13 Reasons Agents of 13 Reasons Family Guy NCIS Why Why Why S.H.I.E.L.D. Why The Walking The Walking Agents of The Walking The Walking American Fuller House Dead Dead S.H.I.E.L.D. Dead Dead Horror Story 13 Reasons American 13 Reasons Modern Family Stranger Things Modern Family Modern Family Why Horror Story Why Agents of The Big Bang Game of The Big Bang The Walking Modern Family Modern Family S.H.I.E.L.D. Theory Thrones Theory Dead Agents of The Walking Game of NCIS Family Guy Criminal Minds NCIS S.H.I.E.L.D. Dead Thrones
FULL LIST:
13 Reasons Why, 2 Broke Girls, Agents of S.H.I.E.L.D., Altered Carbon, American Crime Story, American Horror Story, Arrested Development, Arrow, Atlanta, Barry, Bates Motel, Being Mary Jane, Better Call Saul, Big Little Lies, Big Math, Black Mirror, Black-ish, Bob’s Burgers, Breaking Bad, Broad City, Brooklyn Nine-Nine, Castle, Castle Rock, Casual, Crazy Ex Girlfriend, Criminal Minds, Dear White People, Elementary, Empire, Family Guy, Fear, The Walking Dead, Fresh of the Boat, Friends, Fuller House, Game of Thrones, GLOW, Gossip Girl, Grey’s Anatomy, Homeland, House of Cards, How I Met Your Mother, How To Get Away With Murder, Jane the Virgin, Jimmy Kimmel Live, Killing Eve, Last Week Tonight with John Oliver, Late NightTrendera With Seth Myers, Late Show with James Corden, Late Show with Stephen Colbert, Law & Order: SVU, Limitless, Marvel’s Jessica Jones, Master of None, Modern Family, Mozart in the Jungle, Narcos, Nashville, NCIS, Once Upon A Time, One Day at a Time, Orange is the New Black, Parks and Recreation. Pose, Pretty Little Liars, Quantico, Riverdale, Roseanne, Scandal, Scream Queens, Sex & The City, Shameless, Sharp Object, Silicon Valley, SNL, Stranger Things, Supergirl, Supernatural, The 100, The Affair, The Americans, The Big Bang Theory, The Blacklist, The Crown, The Fall, The Fosters, The Good Fight, The Good Place, The Handmaid’s Tale, The Last Man on Earth, The Office, The Originals, The Simpsons, The Walking Dead, This is Us, Transparent, True Detective, Unbreakable Kimmy Schmidt, Unreal, Westworld, You’re the Worst Nickelodeon91 THE TRENDERA FILES: THE NEW MEDIA ISSUE
FAVORITE TYPES OF ENTERTAINMENT
Which of the following is your favorite type of entertainment? (Select one)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 Streamed television (e.g. Netflix, 51% 52% 53% 53% 41% 47% 56% Hulu, Amazon Prime, etc.) Live/recorded cable TV shows 18% 18% 10% 18% 31% 15% 20% Games (Fortnite, PUBG, etc.) 7% 6% 11% 6% 2% 12% 2% Movies 7% 5% 6% 7% 8% 6% 7% Premium TV shows (e.g. HBO, 6% 4% 3% 8% 7% 8% 4% Showtime, etc.) Music 4% 2% 6% 3% 2% 2% 5% Sports 3% 2% 3% 1% 5% 5% 1% Short online videos on your mobile 2% 3% 4% 1% 0% 2% 3% phone Short online videos on your 1% 4% 2% 0% 0% 2% 1% computer Live events 0% 0% 1% 0% 0% 1% 0% The news Trendera0% 0% 0% 1% 1% 0% 0%
Nickelodeon92 STATISTICS: GEN X, Y & Z
WHAT THEY WATCH MOST
When watching television content, what percent of time are you watching the following programming: Mean summary (Select one)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 21-36 37-50 Streaming (e.g. Netflix, Hulu, 45.7 49.8 52.8 42.1 34.9 42.1 49.3 Amazon Prime, etc.) Live 28.9 27.9 24.3 28.3 40.5 30.8 27.1 Recorded (e.g. DVR) 11.8 10.7 9.8 13.3 13.7 11.5 12.1 OnDemand 7.5 7.1 7.2 8.1 7.0 8.3 6.7 Purchased (e.g. iTunes, Amazon, 6.1 4.5 5.9 8.1 4.0 7.3 4.9 etc.)
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Nickelodeon93 THE TRENDERA FILES: THE NEW MEDIA ISSUE
WHAT THEY DO WHILE WATCHING TV
Which, if any, of the following are you typically doing while watching a TV show/movie? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Eating 62% 67% 65% 60% 56% 60% 65% Checking social media 54% 36% 62% 57% 47% 46% 61% Browsing the web 51% 38% 50% 58% 51% 51% 51% Texting in general 34% 25% 40% 33% 31% 28% 39% Playing a game on my phone/tablet 31% 42% 32% 27% 25% 28% 33% Cleaning/chores 27% 24% 20% 35% 27% 22% 32% Hanging out with friends 25% 28% 29% 25% 14% 25% 25% Reading email 22% 16% 17% 28% 27% 21% 23% Shopping online 20% 14% 16% 27% 21% 17% 23% Listening to music 15% 9% 20% 18% 8% 17% 14% Playing a video game 14% 15% 17% 16% 5% 20% 9% Texting about the content I am 14% 10% 19% 14% 10% 14% 15% watching Posting on social media about the 13% 6% 17% 13% 9% 13% 12% show I am watching Working/studying 12% 10% 16% 11% 9% 12% 13% Reading articles/books Trendera9% 7% 8% 11% 5% 9% 8% Looking up a product/brand 8% 4% 8% 13% 5% 9% 8% advertised during the program
Nickelodeon94 STATISTICS: GEN X, Y & Z
THEIR TV SERVICES
Have you done any of the following in the past year? YES Summary (Select one)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 Kept the size of an existing pay-TV 39% 32% 31% 46% 47% 40% 38% package the same Subscribed to a new pay-TV service 25% 17% 23% 34% 23% 28% 23% Never subscribed to pay-TV 23% 32% 32% 16% 12% 20% 26% services Added services to an existing pay- 18% 14% 14% 26% 15% 22% 15% TV package Removed services from an existing 9% 6% 8% 10% 14% 11% 8% pay-TV package Unsubscribed from pay-TV services 8% 6% 8% 8% 9% 7% 9%
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HOW THEY FIND NEW ENTERTAINMENT
Which, if any, of the following influence you to watch new entertainment? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Friend/family recommendations 57% 63% 63% 53% 47% 53% 61% Advertisements/trailers 51% 50% 49% 53% 53% 53% 49% Cast 45% 34% 42% 54% 46% 44% 46% Popularity in the media 32% 30% 37% 33% 21% 32% 32% Reviews 29% 18% 25% 37% 31% 32% 26% Recommendations based on 26% 23% 26% 28% 26% 24% 28% previous viewing habits Social forums 13% 8% 19% 13% 7% 14% 12% Director/writer 13% 5% 11% 20% 11% 18% 8% Promotional event 11% 6% 9% 14% 11% 14% 8% Trendera
Nickelodeon96 STATISTICS: GEN X, Y & Z
ENTERTAINMENT BEHAVIORS
Which, if any, of the following relating to entertainment do you do? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 Talk about entertainment with my 74% 77% 76% 73% 69% 71% 77% friends and family Access additional online content 29% 22% 31% 30% 26% 32% 25% related to my entertainment Watch TV shows/movies in a 23% 12% 21% 32% 19% 25% 20% language I do not speak Purchase merchandise related to a 20% 25% 25% 19% 10% 21% 20% movie, show, channel, or s treamer Read entertainment recaps (eg. 18% 11% 15% 25% 19% 20% 17% Posts summarizing episodes) Vote for my favorite contestants 16% 13% 14% 19% 16% 16% 16% on reality TV or music talent shows Write fan-fiction 7% 5% 8% 9% 1% 7% 7% Participate in fantasy entertainment leagues (eg. 6% 2% 4% 12% 4% 8% 5% Bachelor Brackets) Trendera
Nickelodeon97 THE TRENDERA FILES: THE NEW MEDIA ISSUE
WHAT WOULD MAKE THEM MORE INTERESTED IN A TV SHOW / MOVIE
Which, if any, of the following would make you more interested in watching a TV show / movie? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Based on a true story 65% 55% 60% 71% 71% 58% 72% Based on a book 44% 45% 41% 48% 41% 39% 49% It is a sequel 36% 36% 37% 38% 29% 35% 37% Based on a movie 34% 32% 30% 41% 32% 36% 32% Based on a video game 29% 38% 29% 35% 10% 43% 16% Based on a comic book 27% 32% 26% 29% 22% 36% 19% Based on a TV show 27% 22% 27% 30% 26% 28% 26% It is part of a franchise 24% 22% 25% 24% 24% 28% 21% It is a remake of movie 23% 21% 23% 25% 22% 23% 24% Trendera
Nickelodeon98 STATISTICS: GEN X, Y & Z
STATEMENTS ON TV
Which, if any, of the following statements do you agree with when it comes to watching TV shows? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 I will wait till there are several episodes of a TV show available so I 49% 40% 50% 54% 44% 51% 47% can binge-watch them at once I prefer to watch shows on my 39% 41% 37% 41% 37% 36% 42% schedule instead of live I think watching TV on a laptop or computer is just as good as 34% 32% 41% 36% 19% 36% 32% watching it on a TV I would rather watch multiple episodes of a TV show than one 31% 25% 32% 35% 25% 31% 31% movie I would rather watch an old show where the whole series is available 23% 17% 24% 26% 19% 23% 22% than a new program I watch TV shows live because I am 15% 11% 13% 17% 20% 17% 14% worried about spoilers I would watch more live TV if it had 5% 3% 6% 8% 3% 7% 4% a social media element Trendera
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HOW THEY FEEL ABOUT ADVERTISEMENTS
Which, if any, of the following do you do when it comes to advertisements in entertainment? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Skip ads when possible 44% 45% 51% 39% 41% 42% 47% Watch ads 42% 39% 40% 46% 40% 47% 37% Do something else while ads play in 39% 38% 43% 37% 39% 35% 44% the background Fast-forward through ads 33% 30% 32% 35% 31% 31% 34% Use ad-blocking software to avoid 15% 10% 15% 20% 11% 17% 13% ads Pay extra to not view ads 12% 9% 8% 20% 9% 14% 10%
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Nickelodeon100 STATISTICS: GEN X, Y & Z
HOW OFTEN THEY GO TO THE MOVIES
How often do you go to see a movie in theaters? (Select one)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
More than once a week 6% 2% 4% 11% 4% 9% 3% Once a week 9% 5% 8% 14% 5% 12% 6% Twice a month 19% 15% 20% 19% 22% 22% 17% Once a month 26% 24% 29% 28% 18% 25% 28% Once every 3-6 months 24% 30% 25% 17% 27% 19% 28% Once a year 4% 6% 5% 3% 5% 4% 5% Less than once a year 6% 7% 6% 3% 8% 6% 6% I don't go see movies in theaters 6% 9% 5% 4% 9% 5% 7%
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Nickelodeon101 THE TRENDERA FILES: THE NEW MEDIA ISSUE
WHY THEY DON’T GO TO THE MOVIES MORE OFTEN
Which, if any, of the following are reasons you don’t see a movie in a theater more often? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
It is too expensive 59% 66% 64% 50% 62% 53% 65% I prefer to watch movies at home 20% 19% 18% 21% 26% 20% 20% I don't have MoviePass 17% 16% 17% 17% 16% 16% 17% I'm not interested in the movies 14% 10% 16% 14% 16% 14% 14% being shown I don't have anyone to go with 13% 14% 15% 14% 5% 13% 13% I can find it online for free 9% 5% 11% 10% 6% 9% 8% I'd rather do something else with 8% 4% 8% 10% 10% 8% 8% my free time It takes too long to get there 8% 6% 7% 10% 7% 9% 6% There are too many trailers/ 6% 4% 7% 6% 3% 5% 6% advertisements It doesn't feel safe 5% 4% 4% 6% 5% 6% 4% Movies are too long 4% 4% 4% 4% 4% 5% 3% I can't use my phone 4% 2% 4% 5% 2% 4% 3% The movie-going experience takes 4% 2% 5% 3% 4% 5% 3% too long I'll hear about the highlights onlineTrendera3% 1% 3% 6% 2% 4% 2%
Nickelodeon102 STATISTICS: GEN X, Y & Z
WHAT WOULD MAKE THEM GO TO THE MOVIES
Which, if any, of the following would make you more likely to go see a movie in theaters? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Lower prices 62% 61% 64% 57% 68% 57% 67% Discounts/deals 51% 49% 53% 50% 52% 48% 54% Comfortable seating 47% 44% 45% 50% 48% 47% 46% Reclining seats 39% 38% 42% 37% 38% 38% 39% 3D 26% 28% 28% 26% 19% 29% 23% In-seat food service 22% 19% 23% 25% 20% 23% 22% Gourmet food 16% 12% 15% 20% 14% 19% 14% Healthier snacks 14% 8% 10% 20% 19% 14% 15% Alcohol 12% 4% 4% 23% 16% 14% 11% Assigned seating 12% 11% 8% 18% 12% 12% 12% Simulated seating 9% 8% 12% 8% 7% 9% 10% Child care 9% 8% 4% 15% 6% 8% 9% If texting was permitted during the 6% 4% 11% 4% 3% 6% 7% film Trendera
Nickelodeon103 THE TRENDERA FILES: THE NEW MEDIA ISSUE
DEVICES THEY OWN AND USE
Which, if any, of the following devices do you personally own and use? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
TV 63% 60% 59% 65% 74% 63% 64% Laptop computer 63% 53% 59% 69% 68% 63% 63% Android Phone (HTC One, 49% 45% 44% 52% 56% 52% 46% Motorola Droid, etc.) iPhone 43% 32% 50% 44% 39% 41% 46% Desktop computer 40% 25% 35% 50% 46% 46% 34% iPad 31% 30% 28% 35% 29% 32% 30% Samsung Galaxy 24% 17% 17% 31% 29% 26% 21% Kindle 17% 18% 16% 17% 16% 15% 19% Portable Bluetooth speaker (Jawbone JAM-BOX, Beats Pill, 16% 12% 16% 16% 17% 16% 16% etc.) Fitness band (FitBit, Jawbone UP, 15% 9% 11% 21% 20% 16% 15% etc.) Smart watch 15% 10% 10% 23% 11% 16% 13% Other tablet 14% 20% 11% 13% 14% 14% 14% Virtual reality headset (Oculus Rift, HTV Vive, Samsung Gear 10% 7% 8% 16% 7% 13% 8% VR, etc.) Trendera iPod touch 7% 8% 7% 8% 6% 7% 7% Non-smartphone 3% 4% 3% 3% 2% 3% 3%
Nickelodeon104 STATISTICS: GEN X, Y & Z
DEVICES THEY FIND MOST IMPORTANT
Please rank the following devices in order of their importance to you, with 1 being most important and 5 being least important: Mean Summary (Ranking question)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Phone 1.6 1.8 1.5 1.6 1.6 1.8 1.4 TV 2.8 2.6 3.1 2.9 2.5 2.9 2.7 Computer 2.9 3.4 2.9 2.6 2.6 2.8 2.9 Tablet 3.8 3.4 3.9 3.9 3.7 3.9 3.6 Video game console 3.9 3.7 3.6 4.1 4.5 3.5 4.3
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HOW THEY WATCH ENTERTAINMENT
Please rank the following devices in the order you prefer to watch entertainment on, with 1 being most important and 5 being least important: Mean Summary (Ranking question)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
TV 1.8 1.7 1.9 1.7 1.5 1.8 1.7 Phone 2.5 2.6 2.4 2.6 2.9 2.5 2.5 Laptop 2.6 2.9 2.6 2.5 2.6 2.6 2.6 Tablet 3.2 2.9 3.3 3.3 3.1 3.2 3.2
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Nickelodeon106 STATISTICS: GEN X, Y & Z
TECHNOLOGY THEY’RE EXCITED ABOUT
Which, if any, of the following emerging technologies are you excited about? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Smart TV 51% 50% 46% 54% 55% 52% 50% Virtual reality 36% 35% 41% 37% 29% 42% 31% 4K videos 32% 22% 30% 42% 27% 45% 20% Voice-controlled interfaces (eg. 30% 27% 31% 29% 32% 31% 29% Alexa, Siri, etc.) Drones 25% 27% 30% 24% 15% 30% 20% Smart watch 22% 23% 22% 24% 19% 23% 22% Artificial intelligence 21% 13% 20% 27% 21% 28% 14% Robots 21% 20% 24% 21% 17% 27% 15% Augmented reality 20% 16% 19% 22% 22% 27% 14% Wearables 12% 10% 12% 14% 10% 13% 12% Implantable technology 9% 3% 8% 13% 7% 12% 5% Chat bots 8% 4% 8% 11% 5% 10% 6% Trendera
Nickelodeon107 THE TRENDERA FILES: THE NEW MEDIA ISSUE
GAMING BEHAVIORS Which, if any, of the following relating to gaming do you do? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Buy an in-game purchase 35% 28% 36% 41% 28% 47% 23% Talk to people you do know while 34% 32% 45% 30% 21% 42% 26% playing video games Subscribe to gamer channels on 26% 29% 30% 28% 10% 34% 18% YouTube Talk to people you don't know while 25% 21% 30% 29% 12% 34% 17% playing video games Record footage of yourself playing 13% 9% 12% 18% 7% 19% 7% video games Pay for a Twitch subscription 11% 5% 10% 18% 6% 17% 5% Attend an eSports event in person 8% 7% 5% 11% 6% 11% 4% Gamble in a video game with real 6% 3% 4% 9% 5% 7% 5% money Donate to my favorite gamers on 3% 1% 3% 5% 2% 5% 1% Twitch Wearables 12% 10% 12% 14% 10% 13% 12% Implantable technology 9% 3% 8% 13% 7% 12% 5% Chat bots 8% 4% 8% 11% 5% 10% 6% Trendera
Nickelodeon108 STATISTICS: GEN X, Y & Z
STATEMENTS ON VIDEO GAMING Which, if any, of the following statements about video gaming do you agree with? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 Video games are a good way to 57% 56% 61% 56% 54% 64% 51% relieve stress Video games are a good way to 45% 41% 51% 47% 34% 58% 33% connect with people Video games require talent and skill 32% 37% 37% 28% 25% 39% 25% Video games are more entertaining 22% 21% 25% 24% 14% 31% 13% than TV/movies Video games make you smarter 15% 12% 15% 17% 11% 18% 12% Video games are a waste of time 13% 7% 12% 17% 14% 10% 16% Video games portray women poorly 8% 3% 9% 10% 6% 7% 8% Video games are only for young 7% 7% 6% 10% 5% 9% 6% people Video games promote real-world 7% 5% 7% 8% 6% 5% 9% violence Video games are only for men 4% 0% 2% 8% 2% 6% 2% Trendera
Nickelodeon109 THE TRENDERA FILES: THE NEW MEDIA ISSUE
STATEMENTS ON SNAPCHAT
Which, if any, of the following statements on Snapchat do you agree with? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
I don't use Snapchat 38% 55% 28% 34% 51% 41% 36% Snapchat isn't as cool as it used to 17% 12% 19% 21% 12% 17% 17% be I feel like I can be myself on 17% 11% 20% 19% 11% 18% 16% Snapchat I use Snapchat more than any 14% 5% 22% 13% 6% 13% 14% other social media platform I prefer Snapchat to Instagram 13% 10% 20% 9% 8% 9% 16% I would rather Snapchat my friends 13% 6% 22% 8% 9% 11% 14% than text them I feel pressure to keep my snap 10% 4% 14% 11% 6% 10% 10% streaks alive I watch Snapchat Discover stories 9% 5% 10% 12% 4% 9% 9% daily Trendera
Nickelodeon110 STATISTICS: GEN X, Y & Z
STATEMENTS ON INSTAGRAM
Which, if any, of the following statements on Instagram do you agree with? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
I don't use Instagram 30% 52% 26% 24% 32% 32% 29% I watch Instagram stories daily 20% 10% 26% 21% 14% 19% 21% I prefer Instagram to Snapchat 18% 12% 18% 22% 16% 16% 20% I feel like I can be myself on 16% 10% 19% 19% 13% 17% 15% Instagram I use Instagram more than any 15% 9% 18% 19% 8% 15% 16% other social media platform Instagram isn't as cool as it used to 12% 9% 15% 13% 9% 14% 11% be I would rather message my friends 9% 3% 13% 8% 7% 9% 8% on Instagram than text them Instagram is bad for my mental 3% 3% 3% 5% 2% 3% 4% health I watch IGTV 3% 1% 4% 2% 2% 3% 2% Trendera
Nickelodeon111 THE TRENDERA FILES: THE NEW MEDIA ISSUE
SOCIAL MEDIA & ENTERTAINMENT BEHAVIORS
Which, if any, of the following activities relating to social media do you do? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 Follow TV shows/movies on social 39% 30% 38% 48% 32% 40% 38% media Follow celebrities from my favorite 37% 28% 41% 43% 26% 35% 38% TV shows/movies on socia media Post memes about my favorite TV 23% 19% 27% 26% 14% 23% 24% shows/movies on social media Live-tweet about TV shows/movies 18% 10% 15% 24% 17% 23% 13% I am watching
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Nickelodeon112 STATISTICS: GEN X, Y & Z
FAVORITE ONLINE VIDEOS
Which, if any, of the following kinds of online videos do you like to watch? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Comedy/humor 54% 50% 60% 54% 48% 54% 55% Music 53% 48% 59% 53% 46% 51% 55% Animal/pet 42% 50% 43% 41% 32% 35% 49% Movie clips and trailers 37% 35% 39% 37% 33% 37% 36% Pranks 32% 44% 43% 23% 17% 35% 30% Food/cooking 31% 27% 24% 36% 39% 23% 39% Gaming 31% 39% 39% 28% 12% 44% 18% Full-length Movies 30% 25% 31% 32% 29% 33% 27% Full-length TV shows 29% 31% 30% 28% 27% 30% 28% Sports 26% 21% 25% 29% 29% 39% 14% Animation/cartoons 23% 32% 25% 20% 18% 29% 18% How-tos 23% 20% 21% 23% 30% 20% 26% News 21% 8% 13% 32% 28% 25% 17% Educational 20% 16% 17% 24% 20% 20% 19% Health/fitness 17% 10% 11% 24% 22% 15% 19% Travel 16% 10% 12% 21% 21% 16% 16% Inspirational Trendera15% 10% 12% 21% 15% 15% 16% Vines 15% 12% 24% 11% 7% 13% 16% Compilations 13% 9% 15% 16% 9% 16% 11% Vlogs 11% 12% 16% 10% 5% 11% 12% Religious 7% 3% 6% 10% 8% 7% 8% ASMR 5% 3% 5% 6% 2% 6% 3%
Nickelodeon113 THE TRENDERA FILES: THE NEW MEDIA ISSUE
STATEMENTS ON ONLINE VIDEOS
Which, if any, of the following statements on online videos do you agree with? (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 I am more likely to watch an online 35% 35% 37% 38% 23% 36% 33% video if a celebrity I know is in it I watch more online videos now 33% 32% 37% 32% 29% 36% 30% than I did a year ago I only watch online videos on a 25% 25% 27% 27% 17% 23% 27% mobile device I spend more time watching online 22% 26% 28% 20% 13% 26% 19% videos than TV shows I prefer watching online videos to 19% 15% 21% 22% 12% 25% 14% TV shows The shorter the video the better 13% 10% 9% 14% 20% 12% 14% The optimal length of a video is less 8% 7% 6% 8% 10% 8% 7% than 30 seconds
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Nickelodeon114 STATISTICS: GEN X, Y & Z
TV IS BEST FOR
Which, if any, form of entertainment are you most likely to watch if you want to… (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Laugh 38% 38% 35% 39% 46% 36% 41% Be in the know 33% 31% 27% 40% 36% 36% 31% Fall asleep 31% 29% 33% 29% 35% 31% 32% Have something to do with my 28% 25% 29% 31% 26% 27% 29% family Learn 28% 31% 26% 26% 30% 26% 29% Pass the time 27% 24% 21% 30% 36% 21% 33% Have something to talk about with 26% 18% 21% 32% 29% 21% 30% my friends Relieve boredom 23% 20% 20% 25% 30% 21% 26% Relieve stress 23% 20% 16% 28% 31% 18% 28% Feel connected to what is going on 20% 21% 16% 22% 22% 19% 21% in culture Have something to do with my 16% 12% 14% 21% 16% 15% 18% friends Cry 16% 11% 15% 21% 13% 13% 20% Be scared Trendera11% 5% 10% 15% 10% 11% 10%
Nickelodeon115 THE TRENDERA FILES: THE NEW MEDIA ISSUE
MOVIES ARE BEST FOR
Which, if any, form of entertainment are you most likely to watch if you want to… (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Be scared 60% 60% 63% 60% 55% 58% 62% Have something to do with my 42% 52% 47% 34% 42% 42% 43% family Cry 42% 49% 40% 39% 46% 37% 47% Have something to do with my 30% 29% 27% 33% 34% 28% 33% friends Laugh 29% 25% 26% 34% 31% 28% 31% Have something to talk about with 24% 24% 19% 26% 28% 25% 23% my friends Fall asleep 20% 21% 20% 21% 16% 20% 20% Relieve stress 18% 12% 15% 22% 20% 18% 17% Pass the time 16% 11% 17% 18% 18% 16% 17% Relieve boredom 16% 11% 11% 23% 16% 17% 15% Learn 14% 11% 9% 21% 12% 14% 14% Feel connected to what is going on 10% 8% 7% 14% 12% 11% 10% in culture Be in the know Trendera9% 6% 7% 12% 9% 10% 8%
Nickelodeon116 STATISTICS: GEN X, Y & Z
VIDEO GAMES ARE BEST FOR
Which, if any, form of entertainment are you most likely to watch if you want to… (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53
Relieve stress 32% 37% 38% 29% 21% 40% 24% Relieve boredom 27% 38% 33% 21% 18% 36% 19% Pass the time 26% 33% 33% 21% 16% 34% 19% Have something to do with my 26% 29% 31% 24% 18% 36% 16% friends Have something to talk about with 18% 22% 23% 16% 9% 28% 8% my friends Have something to do with my 10% 9% 7% 14% 11% 12% 9% family Learn 10% 9% 11% 13% 6% 12% 8% Feel connected to what is going on 10% 8% 7% 14% 7% 13% 6% in culture Laugh 9% 6% 11% 10% 4% 13% 4% Cry 7% 4% 4% 12% 4% 9% 4% Fall asleep 6% 7% 4% 7% 7% 5% 7% Be in the know 6% 8% 7% 6% 1% 9% 3% Be scared Trendera6% 5% 5% 8% 4% 7% 4%
Nickelodeon117 THE TRENDERA FILES: THE NEW MEDIA ISSUE
ONLINE / SOCIAL MEDIA VIDEOS ARE BEST FOR
Which, if any, form of entertainment are you most likely to watch if you want to… (Select all that apply)
Gen Z Gen Z Gen Y Gen X Total Males Females 8-12 13-23 24-38 39-53 Feel connected to what is going on 45% 45% 55% 38% 39% 42% 48% in culture Be in the know 37% 38% 46% 31% 32% 33% 41% Learn 35% 35% 40% 31% 34% 36% 34% Relieve boredom 26% 24% 30% 24% 24% 19% 33% Pass the time 25% 26% 25% 25% 21% 22% 27% Have something to talk about with 23% 27% 29% 17% 16% 18% 27% my friends Laugh 19% 27% 26% 14% 10% 19% 20% Have something to do with my 17% 21% 22% 13% 11% 12% 22% friends Relieve stress 16% 16% 21% 12% 16% 13% 19% Fall asleep 14% 13% 13% 19% 9% 17% 12% Have something to do with my 10% 7% 10% 13% 7% 9% 11% family Cry 6% 3% 7% 7% 3% 7% 5% Be scared Trendera3% 5% 4% 2% 0% 5% 2%
Nickelodeon118 STATISTICS: GEN X, Y & Z
WOULD YOU RATHER...
SEE A NEW SEE A NEW MOVIE IN OR MOVIE AT THEATERS HOME
Total 56% 44%
GEN Z 54% 46% (8-12) GEN Z 57% 43% (13-23) GEN Y 58% 42%
GEN X 50% 50%
MALES 62% 38%
FEMALES 50% 50%
ONLY BE ABLE TO ONLY BE ABLE TO WATCH SHOWS OR WATCH SHOWS AVAILABLE ON NETFLIX AVAILABLE ON CABLE
Total 67% 33%
GEN Z 64% 36% (8-12) GEN Z 72% 28% (13-23)Trendera GEN Y 70% 30%
GEN X 54% 46%
MALES 67% 33%
FEMALES 67% 33%
Nickelodeon119 THE TRENDERA FILES: THE NEW MEDIA ISSUE
WOULD YOU RATHER...
WATCH 8 WATCH 8 HOURS OR HOURS OF TV OF MOVIES
Total 56% 44%
GEN Z 57% 43% (8-12) GEN Z 52% 48% (13-23) GEN Y 59% 41%
GEN X 61% 39%
MALES 54% 46%
FEMALES 59% 41%
BE A BE AN REGULAR OR ESPORTS ATHLETE ATHLETE
Total 75% 25%
GEN Z 77% 23% (8-12) GEN Z 71% 29% (13-23)Trendera GEN Y 75% 25%
GEN X 78% 22%
MALES 71% 29%
FEMALES 78% 22%
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