Viacom Velocity Study Finds That 68% of Millennials Trust People Online with a Shared Interest More Than News or Government, ...
April 19 2017 - 2:04PM
Business Wire
Study is the Basis of Velocity’s “The
Culture of Proximity” Documentary Which Explores the Impact of the
Convergence of Brands, Celebrities, Fans and Mass Media on Pop
Culture
Viacom Velocity, the in-house branded content agency within the
Marketing & Partner Solutions group, today released findings
from a study exploring how popular culture is shaped as lines
between brands, celebrities, fans, and mass media have faded. The
research is the basis of Velocity’s original documentary, “The
Culture of Proximity,” which explores the impact when these groups
which once existed distinctly and separately collapse into each
other and behave similarly.
“The making of pop culture used to feel very far away, but with
the shift from top-down distribution of messaging and content to a
reality where many people can communicate together, influence
culture, and deeply connect over shared interests there are
remarkable implications for marketers and content creators,” said
Dario Spina, CMO of Viacom Velocity. “Exploring this inflection
point through our research and ‘The Culture of Proximity’
documentary allows us to understand the impact and most effectively
work within this new landscape. Our screenings and workshops with
marketing partners translate these insights into actionable
ideas."
“The Culture of Proximity” features interviews with celebrities,
thought leaders, and cultural influencers including Swizz Beatz;
YesJulz; Chris Hardwick; Reddit co-founder Alexis Ohanian; MTV
News’ Ira Madison; civil rights activist DeRay McKesson; Stanford
University’s Dr. Brie Linkenhoker Ph.D; writer/illustrator Tim
Urban; and Chief Strategy Officer of Publicis Rishad
Tobaccowala.
“The Culture of Proximity” revealed four key themes:
1. The Conjoint
Effect: Brands, celebrities, fans, and content
creators have started acting like each other…brands are people, and
people are brands.
- 50% of Millennials believe their life
should be made into a movie
- Nearly half feel like they know their
favorite celebrity, and 1/3 of those say their favorite celebrity
is like a friend or family member
- Only 11% of Millennials DO NOT like
when brands have online personalities, as if they were real
people
2. New Centers of
Gravity: The risks and rewards of shared
influence…proximity puts people on the same playing field as the
creators of mass culture.
- 61% of Millennials say they can
influence popular culture
- 86% of Millennials believe that fans
have some ownership of the things they’re fans of
3. The New
Intimacy: People live with only one degree of
separation from everything -- the difference between “in real life”
and virtual is blurry, and true intimacy is possible without
physical proximity.
- 73% of Millennials have made friends
with people online or through social media because of a shared
passion
- More than half say they could fall in
love with someone they only know online
- When asked “Which of the following
group or groups of people do you trust?”
- 68% said people online with a shared
interest or cause
- 58% said people my age
- 56% said people in my community
- 29% said news media
- 21% said government
4. The Filtered
Me: The idea of authenticity is being rewritten.
The ways people create and broadcast their identities continues to
shift, and they are often negotiating the difference between
showing the best versions of themselves and the authentic lives
they lead.
- 70% of Millennials choose activities
that will give them items to post and almost 1/3 admit they post
things that make their life look better than it is
- 1/3 say brands are as honest as people
try to be
- Millennials say it is ok to publicly
share:
- Mental illness: 70%
- Coming out: 70%
- Going to rehab: 55%
- Having a miscarriage: 50%
The documentary will air on MTVU Wednesday, April 19 at 5pm with
an encore at 9pm, as well as be released in chapter installments at
Viacom Velocity. Additionally, Viacom Velocity will host
screenings, discussions and workshops of “The Culture of Proximity”
for client and partner agencies, internally across Viacom, and at
special events including Cannes Lions.
Quantitative Study Methodology:
Qualitative and quantitative research was conducted between Fall
2016 and Winter 2017. Over 5,000 respondents representing
multiple generations were surveyed. The statistics cited in the
documentary and in this release represent the findings for a
nationally representative sample of 2,000 Millennial respondents
age 18-34.
About Viacom
Viacom is home to premier global media brands that create
compelling television programs, motion pictures, short-form
content, apps, games, consumer products, social media experiences,
and other entertainment content for audiences in more than 180
countries. Viacom's media networks, including Nickelodeon, Comedy
Central, MTV, VH1, Spike, BET, CMT, TV Land, Nick at Nite, Nick
Jr., Logo, Nicktoons, TeenNick, Channel 5 (UK), Telefe (Argentina)
and Paramount Channel, reach over 3.9 billion cumulative television
subscribers worldwide. Paramount Pictures is a major global
producer and distributor of filmed entertainment.
For more information about Viacom and its businesses, visit
www.viacom.com. Keep up with Viacom news by following Viacom's blog
at blog.viacom.com and Twitter feed at www.twitter.com/viacom.
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version on businesswire.com: http://www.businesswire.com/news/home/20170419006399/en/
MediaViacomLenore Moritz,
212-846-4950lenore.moritz@viacom.comorBridget Darcey,
212-846-7398bridget.darcey@viacom.com
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