SlideShare une entreprise Scribd logo
1  sur  60
Télécharger pour lire hors ligne
BEING YOUNG
MTV open source




Sharing our global trends and insights with the industry
Being Young   People Are Media   Social Networks
BEING YOUNG
 content explosion
  spoilt for choice
    multi-tasking
a typical day
Media Habits
                                                                                                             % of respondents 15-24 y.o.


                                                                                                                                                                               Movies

                                                                                                                                                                                  Music


                                                                                                                                                                             Internet




                                                                                                                                                                                       TV
                                                 1000-1100

                                                             1100-1200
0600-0700

             0700-0800

                         0800-0900

                                     0900-1000




                                                                         1200-1300

                                                                                     1300-1400

                                                                                                 1400-1500

                                                                                                               1500-1600

                                                                                                                           1600-1700

                                                                                                                                       1700-1800

                                                                                                                                                   1800-1900

                                                                                                                                                               1900-2000

                                                                                                                                                                           2000-2100

                                                                                                                                                                                       2100-2200

                                                                                                                                                                                                   2200-2300

                                                                                                                                                                                                               2300-2400

                                                                                                                                                                                                                           0000-0100

                                                                                                                                                                                                                                       0100-0200

                                                                                                                                                                                                                                                   0200-0300

                                                                                                                                                                                                                                                               0300-0400

                                                                                                                                                                                                                                                                           0400-0500

                                                                                                                                                                                                                                                                                       0500-0600
            Watching DVDs, etc
            Listening to Music
            On PC/Internet
            Listening to Radio
            Reading Magazines
            Reading Newspaper                                                                                                                                                                         Source: Young Asians 2007, 15-24 years old
            Watching TV                                                                                                                                                                                        Universe / Sample: 10.87m / 7,130
38 hour day
4 things at once
what matters?
M
let’s take a look ....
hot
Spending time online +56%
   Listening to music +53%
     Using my mobile +49%
      Sending emails +41%
     Social networks +37%


                          not
Spending $$$ on music -36%
   Watching television -46%
Playing console games -50%

 SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
              (% Doing More, Doing Less than Past Year)
Is TV dead?
0600-0700




                                                                                       14
                                                                  0700-0800




                                                                                       13




2006
2007
                                                                  0800-0900




                                                                                       14
                                                                  0900-1000




                                                                                        15
                                                                  1000-1100




                                                                                            16
                                                                  1100-1200




                                                                                            16
                                                                  1200-1300




                                                                                             17
                                                                  1300-1400




                                                                                            16
                                                                  1400-1500




                                                                                        15
                                                                  1500-1600



                                                                                       14
                                                                  1600-1700
                                                                                        15
                                                                  1700-1800
                                                                                             18




                                                                  1800-1900
                                                                                                    26




                                                                  1900-2000
                                                                                                           36




                                                                                                  2006




                                                                  2000-2100
                                                                                                                     44
                                                                                                                          % of respondents 15-24 y.o.




                                                                  2100-2200
                                                                                                                     44
                                                                                                                                                    TV Viewing




                                                                  2200-2300
                                                                                                                38




                                                                  2300-2400
                                                                                                  25
                                                                                                         2007




                                                                  0000-0100
                                                                                        15




                                                                  0100-0200
                                                                                  11
                                                                              9




                                                                  0200-0300
                                                                              8




                                                                  0300-0400
                                                                              7




                                                                  0400-0500
Universe / Sample: 2007 - 10.87m / 7,130; 2006 - 10.95m / 7,786
             Source: Young Asians 2006, 2007, 15-24 years old
                                                                              8




                                                                  0500-0600
5
                                             0600-0700




                                                         6
                                             0700-0800

                                             0800-0900




                                                             11




Watching TV
On PC/Internet
                                             0900-1000




                                                                  17
                                             1000-1100




                                                                   20
                                             1100-1200




                                                                   21
                                             1200-1300




                                                                       23
                                             1300-1400




                                                                       23
                                             1400-1500




                                                                       26
                                             1500-1600



                                                                       27
                                             1600-1700
                                                                        28
                                             1700-1800
                                                                        28


                                             1800-1900
                                                                             28




                                             1900-2000
                                                                                   30




                                             2000-2100
                                                                                          32




                                             2100-2200
                                                                                          34




                                                             TV
                                                                                               % share of respondents 15-24 y.o.




                                                                              Internet




                                             2200-2300
                                                                                         34




                                             2300-2400
                                                                             29
                                                                                                                               Media Habits




                                             0000-0100
                                                                   22




                                             0100-0200
                                                              16




                                             0200-0300
                                                         10
                                                         6




                                             0300-0400
                                                         5




                                             0400-0500
         Universe / Sample: 10.87m / 7,130
Source: Young Asians 2007, 15-24 years old
                                                         5




                                             0500-0600
the big switch ...
“we have to learn how to earn prime
time now that we can’t always buy it”
                                       James Chadwick
                        Head of Strategy Mindshare Asia
what matters?
friends matter


content matters


cutting thru matters
FRIENDS
MATTER
how many
friends do
you have?
53
             6 Close
             Friends




 20 Online
 Friends
                       27 Offline
                       Friends
53 Friends
(the average number of friends youth have)




    35               38                 47                 50                50   72   81   91

      Online Friends
      Friends, not close
      Close Friends


 SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
PEOPLE ARE
MEDIA
FORWARDING
CULTURE
WEB 2.0
who’s on
facebook?
Who isn’t !
250,000 new users a day
                    SOURCE: Facebook
t
     en S
    t R .0
   n E 2
 o T B
c T E          posting
  A W          hosting
M
               sharing
               buildING
             friendship communities
                     online
digital youth

               79 IM buddies
       70 numbers on mobile
70 friends in social networks
           9 regular websites
    3 social networking sites




 SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
Regular Sites
             (average number of sites regularly visited)




                                                                                   %




Fewer sites, more time spent on each
       SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
1/3   of sites regularly
      visited are social
      networks
social networks
               (visit social network sites weekly)




                                                                             %




      Is everyone doing it?
 SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
soon, everyone
will be doing it
Top Social
 Networks
    SOURCE: Datamonitor 2007




    MySpace
    Facebook
        Bebo
     Cyworld
     Skyblog
300




         223

200
                           173




100




                                   22
                                           8       6
  0
       MySpace          Facebook   Bebo   Gaia   Nexopia




      America

      Millions of Users
      SOURCE: Datamonitor 2007
300




200




100

          65
                            43      41        39
                                                        24

  0
         Bebo           MySpace   Skyblog   Facebook   Netlog




      Europe

      Millions of Users
      SOURCE: Datamonitor 2007
300




200


         156




100



                            45
                                    24
                                               12
                                                         5
  0
        Orkut              Hi5   Metroflog   MySpace   Windows




      Lat Am

      Millions of Users
      SOURCE: Datamonitor 2007
300




200




100       90
                            74
                                   65

                                          36
                                                   21

  0
      Friendster        Cyworld   Orkut   Mixi   MySpace




      Asia

      Millions of Users
      SOURCE: Datamonitor 2007
“Social Networking Penetration
With Teens Close To 100%”
Ad Age 2007
Social Networking will play the most
important role in the online habits of
young people in 2008 and beyond.

Youth don’t
need another
website.
They need content and applications
delivered to them, to make their digital
space their own.
MTV Asia "Being Young"
widgets
Streaming audio, video and imagery into
social network sites, with branded skins
          and embedded ads
“A Newsweek article famously asked if 2007
 would be the ‘Year of the Widget’, but 2008
will be the year this question gets answered”
                                  eMarketer 2008
Players        Properties              Platforms

                Clear Content Rights     Stream off MTV sites
Build Widget        TVC Pre-roll        Stream onto Client site
                   Branded Skins       Send to Social Networks
+ 250
        million
        u/v pm
  MSN / Yahoo / Facebook / MySpace / Baidu /
Cyworld / Daum / Naver / Orkut / Joost / Bebo / Nico
   Nico / Daily Motion / NeoPets / GG Games
new
business
models
“I don’t mind ads because they help to pay
                                      for TV shows & websites”


100%




80%
                                                                                                                                  73%
                                                                                                               68%                                 68%
                       59%                                                                                                                61%
60%     57%     56%               55%     56%                                                                          57%
                                                    52%                                           52%

                                                             41%        40%     41%
40%                                                                                       37%



20%




 0%
        K




                                                                    d

                                                                              ly
            SA




                                                          y




                                                                                                                                                a
                                                                                                                                         na
                             lia




                                                                                      d




                                                                                                                        l
                                        d




                                                                                                         o
                       a




                                                                                                                                 n
                                                 k




                                                                                               en




                                                                                                                     zi
                                                        an




                                                                                                                                              di
                                                                    n




                                                                                      n
       U




                    ad




                                     an


                                               ar




                                                                                                        ic




                                                                                                                             pa
                                                                          Ita




                                                                                                                 ra
                              a




                                                                 la




                                                                                                                                     hi
                                                                                   la

                                                                                            ed
            U




                                                                                                                                              In
                                                                                                     ex
                                             m


                                                       m
                           tr
                 an




                                   al




                                                                                                                            Ja
                                                               ol




                                                                                                                B




                                                                                                                                     C
                                                                                 Po
                       us




                                                                                          Sw
                                          en


                                                     er




                                                                                                    M
                                  Ze




                                                             H
                C




                                                   G
                      A




                                         D
                             ew
                            N




                                   SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
“90 percent of gamers are
willing to watch video ads in
 exchange for free gameplay”
                  Real Networks 2008
cutting
thru
MTV Asia "Being Young"
More content apps
At a fair price
Buy, rent, or free
Download or stream
Ad supported is OK
rewind
what matters?
People want to control their online experience

Social Networks will continue to grow

These online communities are aggregating

And also fragmenting around interests

They are like “Walled Gardens”

Content will increasingly be spread virally within
Widgets




Mobile TV   Licensing             Gaming   HD Channels
MTV Asia "Being Young"
www.slideshare.net/
ianstewartmtv
MTV Asia "Being Young"
MTV Asia "Being Young"

Contenu connexe

En vedette (20)

Case Study: MTV vs.Channel-V
Case Study: MTV vs.Channel-VCase Study: MTV vs.Channel-V
Case Study: MTV vs.Channel-V
 
mTV
mTVmTV
mTV
 
Case study on mtv
Case study on mtv Case study on mtv
Case study on mtv
 
Mtv company case study
Mtv  company case studyMtv  company case study
Mtv company case study
 
Consumer Behavior-Mtv Final (2)
Consumer Behavior-Mtv Final (2)Consumer Behavior-Mtv Final (2)
Consumer Behavior-Mtv Final (2)
 
Mtv case presentation
Mtv case presentationMtv case presentation
Mtv case presentation
 
Case mtv
Case  mtvCase  mtv
Case mtv
 
MTV Case Study
MTV Case StudyMTV Case Study
MTV Case Study
 
MTV Asia Asian Trends
MTV Asia Asian Trends MTV Asia Asian Trends
MTV Asia Asian Trends
 
Mtv Case
Mtv CaseMtv Case
Mtv Case
 
Mtv case study
Mtv case studyMtv case study
Mtv case study
 
Viva miss u 4 ever
Viva miss u 4 everViva miss u 4 ever
Viva miss u 4 ever
 
Are you an elearner...
Are you an elearner...Are you an elearner...
Are you an elearner...
 
2014 Kentucky Derby Pre-Party
2014 Kentucky Derby Pre-Party2014 Kentucky Derby Pre-Party
2014 Kentucky Derby Pre-Party
 
Users And Demons
Users And DemonsUsers And Demons
Users And Demons
 
Leryn Franco
Leryn  FrancoLeryn  Franco
Leryn Franco
 
Card trick
Card trickCard trick
Card trick
 
Miss usa 2012 seminário
Miss usa 2012 seminárioMiss usa 2012 seminário
Miss usa 2012 seminário
 
Comic 1
Comic 1Comic 1
Comic 1
 
Weird
WeirdWeird
Weird
 

Plus de Ian Stewart

Asian Digital Youth 2010
Asian Digital Youth 2010Asian Digital Youth 2010
Asian Digital Youth 2010Ian Stewart
 
Branded Entertainment in Asia
Branded Entertainment in AsiaBranded Entertainment in Asia
Branded Entertainment in AsiaIan Stewart
 
MTV Asia, Social Media & Content Widgets
MTV Asia, Social Media & Content WidgetsMTV Asia, Social Media & Content Widgets
MTV Asia, Social Media & Content WidgetsIan Stewart
 
Music Matters to MTV 2008
Music Matters to MTV 2008Music Matters to MTV 2008
Music Matters to MTV 2008Ian Stewart
 
Music Matters To MTV 2007
Music Matters To MTV 2007Music Matters To MTV 2007
Music Matters To MTV 2007Ian Stewart
 
Trends for the future
Trends for the futureTrends for the future
Trends for the futureIan Stewart
 

Plus de Ian Stewart (8)

Asian Digital Youth 2010
Asian Digital Youth 2010Asian Digital Youth 2010
Asian Digital Youth 2010
 
Branded Entertainment in Asia
Branded Entertainment in AsiaBranded Entertainment in Asia
Branded Entertainment in Asia
 
Asia Youth 2009
Asia Youth 2009Asia Youth 2009
Asia Youth 2009
 
Asia Youth 2009
Asia Youth 2009Asia Youth 2009
Asia Youth 2009
 
MTV Asia, Social Media & Content Widgets
MTV Asia, Social Media & Content WidgetsMTV Asia, Social Media & Content Widgets
MTV Asia, Social Media & Content Widgets
 
Music Matters to MTV 2008
Music Matters to MTV 2008Music Matters to MTV 2008
Music Matters to MTV 2008
 
Music Matters To MTV 2007
Music Matters To MTV 2007Music Matters To MTV 2007
Music Matters To MTV 2007
 
Trends for the future
Trends for the futureTrends for the future
Trends for the future
 

Dernier

Holi:: "The Festival of Colors in India"
Holi:: "The Festival of Colors in India"Holi:: "The Festival of Colors in India"
Holi:: "The Festival of Colors in India"IdolsArts
 
Taylor Swift quiz( with answers) by SJU quizzers
Taylor Swift quiz( with answers) by SJU quizzersTaylor Swift quiz( with answers) by SJU quizzers
Taylor Swift quiz( with answers) by SJU quizzersSJU Quizzers
 
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ..."Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...RAGHURAMYC
 
Young adult book quiz by SJU quizzers.ppt
Young adult book quiz by SJU quizzers.pptYoung adult book quiz by SJU quizzers.ppt
Young adult book quiz by SJU quizzers.pptSJU Quizzers
 
Inside Look: Brooke Monk's Exclusive OnlyFans Content Production
Inside Look: Brooke Monk's Exclusive OnlyFans Content ProductionInside Look: Brooke Monk's Exclusive OnlyFans Content Production
Inside Look: Brooke Monk's Exclusive OnlyFans Content Productionget joys
 
Carowinds 2024: Thrills, Spills & Surprises
Carowinds 2024: Thrills, Spills & SurprisesCarowinds 2024: Thrills, Spills & Surprises
Carowinds 2024: Thrills, Spills & Surprisescarawinds99
 
5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life
5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life
5 Moments of Everyday Self-Loathing That Perfectly Describe Your LifeSalty Vixen Stories & More
 

Dernier (7)

Holi:: "The Festival of Colors in India"
Holi:: "The Festival of Colors in India"Holi:: "The Festival of Colors in India"
Holi:: "The Festival of Colors in India"
 
Taylor Swift quiz( with answers) by SJU quizzers
Taylor Swift quiz( with answers) by SJU quizzersTaylor Swift quiz( with answers) by SJU quizzers
Taylor Swift quiz( with answers) by SJU quizzers
 
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ..."Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
 
Young adult book quiz by SJU quizzers.ppt
Young adult book quiz by SJU quizzers.pptYoung adult book quiz by SJU quizzers.ppt
Young adult book quiz by SJU quizzers.ppt
 
Inside Look: Brooke Monk's Exclusive OnlyFans Content Production
Inside Look: Brooke Monk's Exclusive OnlyFans Content ProductionInside Look: Brooke Monk's Exclusive OnlyFans Content Production
Inside Look: Brooke Monk's Exclusive OnlyFans Content Production
 
Carowinds 2024: Thrills, Spills & Surprises
Carowinds 2024: Thrills, Spills & SurprisesCarowinds 2024: Thrills, Spills & Surprises
Carowinds 2024: Thrills, Spills & Surprises
 
5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life
5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life
5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life
 

MTV Asia "Being Young"

  • 2. MTV open source Sharing our global trends and insights with the industry
  • 3. Being Young People Are Media Social Networks
  • 4. BEING YOUNG content explosion spoilt for choice multi-tasking
  • 6. Media Habits % of respondents 15-24 y.o. Movies Music Internet TV 1000-1100 1100-1200 0600-0700 0700-0800 0800-0900 0900-1000 1200-1300 1300-1400 1400-1500 1500-1600 1600-1700 1700-1800 1800-1900 1900-2000 2000-2100 2100-2200 2200-2300 2300-2400 0000-0100 0100-0200 0200-0300 0300-0400 0400-0500 0500-0600 Watching DVDs, etc Listening to Music On PC/Internet Listening to Radio Reading Magazines Reading Newspaper Source: Young Asians 2007, 15-24 years old Watching TV Universe / Sample: 10.87m / 7,130
  • 10. M let’s take a look ....
  • 11. hot Spending time online +56% Listening to music +53% Using my mobile +49% Sending emails +41% Social networks +37% not Spending $$$ on music -36% Watching television -46% Playing console games -50% SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007 (% Doing More, Doing Less than Past Year)
  • 13. 0600-0700 14 0700-0800 13 2006 2007 0800-0900 14 0900-1000 15 1000-1100 16 1100-1200 16 1200-1300 17 1300-1400 16 1400-1500 15 1500-1600 14 1600-1700 15 1700-1800 18 1800-1900 26 1900-2000 36 2006 2000-2100 44 % of respondents 15-24 y.o. 2100-2200 44 TV Viewing 2200-2300 38 2300-2400 25 2007 0000-0100 15 0100-0200 11 9 0200-0300 8 0300-0400 7 0400-0500 Universe / Sample: 2007 - 10.87m / 7,130; 2006 - 10.95m / 7,786 Source: Young Asians 2006, 2007, 15-24 years old 8 0500-0600
  • 14. 5 0600-0700 6 0700-0800 0800-0900 11 Watching TV On PC/Internet 0900-1000 17 1000-1100 20 1100-1200 21 1200-1300 23 1300-1400 23 1400-1500 26 1500-1600 27 1600-1700 28 1700-1800 28 1800-1900 28 1900-2000 30 2000-2100 32 2100-2200 34 TV % share of respondents 15-24 y.o. Internet 2200-2300 34 2300-2400 29 Media Habits 0000-0100 22 0100-0200 16 0200-0300 10 6 0300-0400 5 0400-0500 Universe / Sample: 10.87m / 7,130 Source: Young Asians 2007, 15-24 years old 5 0500-0600
  • 16. “we have to learn how to earn prime time now that we can’t always buy it” James Chadwick Head of Strategy Mindshare Asia
  • 21. 53 6 Close Friends 20 Online Friends 27 Offline Friends
  • 22. 53 Friends (the average number of friends youth have) 35 38 47 50 50 72 81 91 Online Friends Friends, not close Close Friends SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
  • 28. 250,000 new users a day SOURCE: Facebook
  • 29. t en S t R .0 n E 2 o T B c T E posting A W hosting M sharing buildING friendship communities online
  • 30. digital youth 79 IM buddies 70 numbers on mobile 70 friends in social networks 9 regular websites 3 social networking sites SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
  • 31. Regular Sites (average number of sites regularly visited) % Fewer sites, more time spent on each SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
  • 32. 1/3 of sites regularly visited are social networks
  • 33. social networks (visit social network sites weekly) % Is everyone doing it? SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
  • 35. Top Social Networks SOURCE: Datamonitor 2007 MySpace Facebook Bebo Cyworld Skyblog
  • 36. 300 223 200 173 100 22 8 6 0 MySpace Facebook Bebo Gaia Nexopia America Millions of Users SOURCE: Datamonitor 2007
  • 37. 300 200 100 65 43 41 39 24 0 Bebo MySpace Skyblog Facebook Netlog Europe Millions of Users SOURCE: Datamonitor 2007
  • 38. 300 200 156 100 45 24 12 5 0 Orkut Hi5 Metroflog MySpace Windows Lat Am Millions of Users SOURCE: Datamonitor 2007
  • 39. 300 200 100 90 74 65 36 21 0 Friendster Cyworld Orkut Mixi MySpace Asia Millions of Users SOURCE: Datamonitor 2007
  • 40. “Social Networking Penetration With Teens Close To 100%” Ad Age 2007
  • 41. Social Networking will play the most important role in the online habits of young people in 2008 and beyond. Youth don’t need another website. They need content and applications delivered to them, to make their digital space their own.
  • 43. widgets Streaming audio, video and imagery into social network sites, with branded skins and embedded ads
  • 44. “A Newsweek article famously asked if 2007 would be the ‘Year of the Widget’, but 2008 will be the year this question gets answered” eMarketer 2008
  • 45. Players Properties Platforms Clear Content Rights Stream off MTV sites Build Widget TVC Pre-roll Stream onto Client site Branded Skins Send to Social Networks
  • 46. + 250 million u/v pm MSN / Yahoo / Facebook / MySpace / Baidu / Cyworld / Daum / Naver / Orkut / Joost / Bebo / Nico Nico / Daily Motion / NeoPets / GG Games
  • 48. “I don’t mind ads because they help to pay for TV shows & websites” 100% 80% 73% 68% 68% 59% 61% 60% 57% 56% 55% 56% 57% 52% 52% 41% 40% 41% 40% 37% 20% 0% K d ly SA y a na lia d l d o a n k en zi an di n n U ad an ar ic pa Ita ra a la hi la ed U In ex m m tr an al Ja ol B C Po us Sw en er M Ze H C G A D ew N SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
  • 49. “90 percent of gamers are willing to watch video ads in exchange for free gameplay” Real Networks 2008
  • 52. More content apps At a fair price Buy, rent, or free Download or stream Ad supported is OK
  • 55. People want to control their online experience Social Networks will continue to grow These online communities are aggregating And also fragmenting around interests They are like “Walled Gardens” Content will increasingly be spread virally within
  • 56. Widgets Mobile TV Licensing Gaming HD Channels