Standing Up to Uncertainty, Ideal Jobs, and Kids in China: Viacom Global Insights Digest

by Christian Kurz, Global Consumer Insights, Viacom

October 2017

Viacom’s latest consumer insights from around the world include how people cope with uncertainty, teens’ and young adults’ ideal jobs, and kids in China. As always, stories are available in English, Latin American Spanish and Brazilian Portuguese.

Christian Kurz, SVP Global Consumer Insights, Viacom

INFOGRAPHIC: How People Around the World Are Standing Up To Uncertainty

In the face of an unpredictable future, time with loved ones, music and laughter are essential tools for managing stress.

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In an Ideal Career, Teens and Young Adults Value Passions Over Profit 

16 to 34 year olds would rather have flexibility and free time than a big paycheck, according to a new study.     

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Kids in China Are Less Anxious, More Careful With Their Money, and Have More IRL Friends

A recent project illustrates how Chinese kids are similar and different from their global peers.

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For more information, please email insights@viacom.com

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VIMN’s Christian Kurz Re[DEFINED]s TV

Recently, over 100 employees gathered at Viacom’s Times Square Headquarters to learn more about TV’s transformation from Viacom International Media Networks Senior Vice President of Consumer Insights and Analytics Christian Kurz.

Kurz runs VIMN’s research blog, Viacom International Insights, which distills emerging trends about our global audience based upon original research convened by our international operations. Kurz shared intriguing points from his latest study, TV Re[DEFINED], which explores how consumers react to the new age of television.

It was the inaugural event in a series called Insights at Viacom, where industry experts share compelling stories about the latest currents in the entertainment business—all informed by their most recent research and metrics.

Here are seven insights that resonated most as a Viacom employee—as well as a TV consumer.

Bakish Quote

A quote from the president and CEO of VIMN, Robert Bakish.

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TV RE[DEFINED]: How Global Viewers Are Redefining Their Relationship With Television

by Daina Amorosano, Viacom

Viacom International Media Networks (VIMN) today announced the launch of its new international study TV RE[DEFINED]. The study, unveiled this morning at Cable Congress by Christian Kurz, VP Research, Insights and Reporting, VIMN, explores how viewers are redefining their relationship with television.   The study also explores how people watch television in this transforming viewing environment, how they discover content and how their habits around television are evolving. Read More

Viacom Research Finds TV Everywhere ‘Additive’ to TV Viewing Experience

stuart-schneiderman by Stuart Schneiderman, Consumer Insights & Measurement, Viacom Media Networks

Remote

While still nascent in terms of awareness and usage, TV Everywhere (TVE) presents a significant opportunity for brands to grow and strengthen their relationships with fans. The TV Everywhere experience is defined as watching full-length TV programs on sites and apps by “authenticating” –  using one’s pay TV log-in information. Viacom’s “TV Here, There, (Not Quite) Everywhere” study explores consumers’ perceptions, expectations and experiences around TVE apps and sites.  The findings reveal an increase in overall TV viewing among TVE users, as well as greater customer loyalty towards pay TV providers that offer TVE services. Read More

MTV Looks at ‘Millennials Now’ Through Online Video Content

by Alison Hillhouse, MTV Research

Nick Cannon

It’s well known that Millennials, or those born between 1981 and 2000, are voracious consumers of online video content — as well as creators and sharers of this content. In “Millennials Now,” MTV examined video content created and shared by Millennials over the past year – from viral videos to YouTube creator series to Vines – to determine what this content reveals about this generation. Based on this research, the network uncovered several generational trends, including the key insights below.

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On Viacom’s New ‘Getting With The Program’ Research: TV’s New Paths Paved With Greater Fandom, Loyalty

stuart-schneiderman by Stuart Schneiderman, Consumer Insights & Measurement, Viacom Media Networks

The goal of our Getting With The Program study was to answer a single, seemingly simple question: How do people watch TV?  I say “seemingly simple” because we don’t lack for sources that measure the ways we watch: Nielsen for TV ratings, Rentrak for set top boxes,vcomScore for PCs, our own Omniture data for digital, and so on.  But, unlike how we watch TV, each of these disparate data sources is in a silo.  We’re unable to merge them into a comprehensive picture that accurately reflects the reality of TV viewing. Read More

Consumer Insights: ‘The State of Kids and Gaming’

by Katie Bessiere, Research, Nickelodeon

General Images Of Nintendo Co. Ahead Of Earnings

Nickelodeon has long recognized that gaming is an integral part of daily life for today’s youth.  In “The State of Kids and Gaming,” a study among 6- to 13-year-olds, Nickelodeon investigated the current gaming landscape including kids’ motivations, behaviors and attitudes toward video games on multiple platforms. Nickelodeon, in partnership with Smarty Pants, uncovered expectations and preferences across three gaming platforms: console, online, and handheld.

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Consumer Insights: 10 Ways To Make The Millennial Connection

by Chanon Cook, Comedy Central

makingmillennial connectionComedy Central spends a great deal of time thinking about, engaging with, measuring, and talking to its audience about its brand and competitors. In “Making the Millennial Brand Connection,” Comedy Central set out to broaden that conversation and gain a strong understanding of the brands that Millennials connect with and, most importantly, how those brands connect with them. Based on the analysis of a selection of brands that Millennials love, Comedy Central identified 10 “connection points” or commonalities among these brands. These points were consistent regardless of the product or service offered by the brand.

Key Findings

Millennials love brands that come off as: Read More

The World Cup Will Be More Exciting Than the Olympics, According to Millennials around the World

by Bernadette Simpao, Viacom International Media Networks

Italy Training & Press Conference - 2014 FIFA World Cup Brazil

With the 2014 FIFA World Cup kicking off today, MTV got in on the football fun and surveyed young people across eight regions, including Australia, UK, France, Latin America, Germany, Italy, Southeast Asia and Spain, to get a sense of how excited they are for the games. And it’s official: the World Cup is the planet’s most thrilling sports event, according to young people, with 61 percent of Millennials believing the World Cup will be more exciting than the Summer or Winter Olympics. Read More