Heads up, media giants: Better pay attention to the ways content is being consumed, as the under-30s are steering the ship
The difference between present and future is encapsulated when looking at the top 10 brands used in the past week. Among the 15-29 cohort, there’s not one traditional TV network present, although Disney+ and the Disney/Comcast-owned Hulu are there. Compare this with 45-59, with four broadcast networks and FM radio stations in their top 10.
This points to media tastes being somewhat down to habit. Whilst all generations have incorporated some new media formats, the over-45s still turn to a traditional mix quite unlike the all-digital under-30s. The future will reflect this. What does this mean for the companies vying for the digital generation? There are several blueprints for success to take note of, even if it means jettisoning “new” strategies announced during theYouTube’s centering of YouTube around its offerings is paying off dividends, as there is either no separate app to access for different content types or, in the case of YouTube Music, links back to the original service.
Compare this with the streaming strategy ViacomCBS employs, with separate apps for Pluto TV, Paramount+ and Showtime. Making life more difficult than it needs to be for consumers for the sake of a buzzy line — in ViacomCBS’ case, that they are mirroring traditional TV with free , pay and premium pay — is never a good idea. Peacock is an example of an integrated service from traditional media that heeds this lesson, with Netflix’s aforementioned video game strategy another example to emulate.
The solution to avoiding the urge to re-create an outdated distribution strategy and to stop ignoring the evolution in media that is unfolding may be for execs to go native and consume content like the younger audiences they covet in order to finally nail a strategy that enables traditional media to slot into the looming new world.
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