Mindshare released a new “Culture Vulture” report, exploring key consumer and cultural insights every brand should focus on. Kyle Ranally, Manager, Consumer Insights, Mindshare North American, pulled out 4 big takeaways and implications for TV networks:
CHILDHOOD, REIMAGINED: Parents are indulging their kids with more toys and technology, and allowing them have more control over what content they consume. Children’s programming networks have the challenge of gaining attention when kids are glued to mobile devices and able to choose their own video content on platforms like YouTube. That said, in response to that trend, some parents are starting to become more conscious of regulating screen time to make more opportunities for family bonding – this will affect TV networks as well as time spent with media becomes more scrutinized and monitored by parents.
MIDDLEBURBS: As Millennials settle down and move from cities to suburbs, will they continue to rely on streaming video services, or revert back to traditional cable?
SAFE HAVENS: With consumers gravitating toward content that is familiar (e.g. franchises) and helps them to escape (e.g. horror), TV networks have new opportunities in reboots, syndication, and genre exploration.
RETURN TO THE LONG TERM: As brands start to embrace more long term growth strategies, TV will be an even more important resource for brand building efforts.
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