Welcome to the June issue of the Viacom Global Insights Digest, bringing you Viacom’s latest consumer insights from around the world.
This month, we look at the connection between preschooler tech use and safety in Brazil, a celebration of World Turtle Day, the importance of exclusive experiences to teens and young adults, dads’ struggle for more time at home, and kids’ gaming habits.
As always, the English version of our blog is home to these stories and many more. All stories are available in Spanish (LatAm) and Portuguese (Brazilian).
Fresh off topping a billion and a half YouTube views of their smash hit Closer, the Chainsmokers used their ever-growing profile to acknowledge something special happening in Tulsa: soaring graduation and college acceptance rates at Webster High School.
In a partnership with Get Schooled, an organization founded through a partnership between Viacom and the Bill & Melinda Gates Foundation, the duo crashed senior day at the Oklahoma high school, where 90 percent of a diverse student body is eligible for free or reduced lunch. After dazzling students at an assembly, the band gave every member of the school’s senior class a ticket to their concert that night at Tulsa’s BOK Center.
“We wanted to inspire them to go off and do an art, or whatever it is after this, and if we can be a part of it, that’s great,” the Chainsmokers’ Andrew Taggert told Marty Kasper of News on 6, a local television news show, as he stood alongside bandmate Alex Paul following the assembly.
The Chainsmokers’ Andrew Taggert and Alex Paul address students at Webster High School in Tulsa, Oklahoma. Photo courtesy of Tulsa Public Schools.
Over the course of an ongoing four-year partnership with Diplomas Now, a national organization dedicated to improving retention and graduation rates, Webster’s graduation rate has jumped to over 75 percent from just over 50 percent, while the number of college-bound seniors has risen by 33 percent.
“The Webster High School community, in partnership with Diplomas Now, united the school around a common goal: improved graduation,” said Get Schooled Executive Director Marie Groark. “Incredibly, they engaged every teacher and student in this work and in doing so have demonstrated to the nation what is possible when schools and partners work together. We are excited to recognize their hard work and success.”
The students seemed thrilled with the encounter. “I’m really excited,” Darius Arney told News on 6’s Kasper. “I can’t believe they’re actually here.” Check out the station’s full report from the school:
The 2017 MTV Movie & TV Awards was a gender and genre-bending revolution. The 26th annual iteration was held at the Shrine Auditorium in Los Angeles on May 9, and hosted by Workaholics star Adam Devine. For the first time, MTV’s celebration of mega-hits included television juggernauts alongside cinematic blockbusters. It also banished gendered categories, a first for American award shows besides the Grammys.
Beginning in 1992, the MTV Movie Awards lit up Hollywood’s award show circuit. Its edgy and unique categories such as Best Kiss became as iconic as the network itself. As an arbiter of youth culture, MTV knows how to adapt to an ever-changing world—and this year’s ceremony was no exception.
Rolling Stonecalled the network’s decision to omit gender distinctions “a simple but radical switch,” citing Best Actor winner Emma Thompson’s acceptance speech.
“The first acting award in history that doesn’t separate nominees based on their sex says something about how we perceive the human experience,” Watson said. “Empathy and the ability to use your imagination should have no limits.”
Viacom reported its Q2 2017 earnings this morning behind strong performances across our portfolio. Click through the slideshow below to see what drove our business this quarter, and to get a preview of what we’re excited about coming up. Click over to Viacom Investor Relations for more details about this quarter’s earnings.
After speaking with more than 7,000 individuals ranging from 16 to 24 years old across 14 countries, including Australia, South Africa, Malaysia, Mexico, Singapore and the United States, the group released its findings about how youth see themselves in the world today. Here are some of their findings:
For one, only one-fifth (21 percent) of youth have no trouble blocking out bad news, and half (53 percent) say they have a love/hate relationship with social media. This means they understand social media doesn’t accurately reflect reality, but just can’t seem to quit.
Ahead of the film’s wide release next week, Paramount aired the first five minutes of its highly anticipated Ghost in the Shell film adaptation in a Facebook Live stream earlier today. [Slide to 1:30 to begin watching the preview.]
This is our first extended look at Scarlett Johansson as cyber-enhanced asskicker Major, an impossibly fluid super soldier who leaps off skyscrapers and bursts through glass in a terrorist-levelling, guns blazing, ninjitsu-flipping onslaught heavy on violent efficiency and devoid of mercy.
It isn’t clear from this opening scene exactly who dispatched the machine gun-equipped gang that Major pulverizes, although the shadowy Hanka Robotics is mentioned by an expiring kabuki robot. What is clear is the stunning future setting, a towering urban techtopia of building-sized holograms and ubiquitous robots, where wired humans download the entire French language into their brains in a few beats of song and an entire building’s security network can be scanned in moments from a virtual headset.
But that world is a backdrop to the story of Major, a one-time human whose body was so damaged in an accident that it was replaced with her exoskeleton – or so she was told. “Who is the Major is a good question,” says Johansson in the clip below, “and this film is really about the journey of self-discovery for the character.”
The Rupert Sanders-directed film, which costars Pilou Asbaek, Takeshi Kitano, Juliette Binoche and Michael Pitt, will open in theaters nationwide on March 31.
On the strength of fearless political commentary and a globally resonant perspective, The Daily Show with Trevor Noah hammered through February with record ratings, wrapping his most-watched and highest-rated month with 1.5 million viewers. International ratings shot up 22 percent.
Even in a crowded late-night talk show space brimming with talent, Noah continues to stand out, recording the only current monthly or quarterly year-over-year ratings increase in both total viewers and in the 18-49 demographic among daily late-night talk shows:
Noah’s ratings have climbed as he offers smart, incisive commentary on a bruising political landscape of fake news and alternative facts, of accusations of mass voter fraud and U.S. immigration bans. His analysis of President Donald Trump’s first week in office has been viewed nearly 5 million times on YouTube alone:
That ratings have increased even as the news cycle accelerates under the Trump Administration is a reflection of The Daily Show staff’s creative tenacity. “Things have definitely sped up,” Daily Show head writer Zhubin Parang told Slate’s Jen Chaney recently. “We used to be able to predict what the show would be the afternoon before the day, and now we just can’t ever assume that the show we have planned at 7 p.m. the night before is going to be anything like the show that’s ultimately going to air the next day.”
While Noah’s commentary frequently critiques Republican policies and actions, part of the show’s appeal is his willingness to engage guests from across the political spectrum. His December conversation with conservative television and online video host Tomi Lahren about Black Lives Matter, the meaning of the American flag, and race relations is the show’s most-watched on YouTube:
Bold conversations like these have helped propel the show’s digital and social engagement as well, with a 42 percent bump in digital views over February 2016 and more than 6 million social actions (likes, shares, comments, reactions, retweets), a best among the daily late night shows.
You can join the social conversation by following The Daily Show on Twitter, Instagram, and Snapchat, and by liking the show’s Facebook page.
As Noah continues on pace toward his best ratings quarter ever, Comedy Central has announced a new edition to its late-night lineup: American and Australian comedian Jim Jefferieswill join the network for a weekly show starting this summer. Here’s a little taste of Jefferies’ acerbic style from a Netflix special he released last year:
New Edition exploded out of anonymity from the Orchard Park Projects in Roxbury, Massachusetts in the early 1980s, selling millions of albums as the stamped the template for the boy band super-groups of the ‘90s and beyond. At one time, they were bigger than Beat It, when their 1983 debut track Candy Girlbeat out one of Michael Jackson’s signature hits for the top spot on the Billboard chart. In the meteoric and fraught years that followed, they would break up and reunite while spawning the solo careers of Bobby Brown, Ralph Tresvant and Johnny Gill, along with the quadruple platinum collaboration of Bell Biv DeVoe.
The tale resonated in part due to its raw, unfiltered nature, delivering the uncensored drama of the exhilarating climb to success, the infighting that led to break-ups and reunions, the wild back-stage mingling amid groupies and substances, and the financial collapses that defied their spotlight. This scene depicting the group members’ mothers’ rage at receiving a check for $1.87 after a sprawling and highly successful tour is typical:
“Normally biopics are padded with dramatic falsehoods for entertainment,” wrote Billboard’s Niki McGloster, “but as the executive producers of the film, New Edition kept the story true to how they lived it.”
Paramount took integrated marketing to a new level with an elaborate, terrifying promotional stunt for Rings on Monday, Jan. 23.
The world first met Samara, the eerie young girl with matted hair and a penchant for crawling out of television screens, in 2002 when the first Ring movie premiered. The sequel followed in 2005, freaking out audiences around the world with the potent combination of prophetic phone calls, fuzzy TV screens, and burning trees.
But it’s been over a decade since we last saw Samara, and Paramount wants to make sure we haven’t forgotten her.