{"id":41128,"date":"2015-04-01T19:36:09","date_gmt":"2015-04-01T23:36:09","guid":{"rendered":"http:\/\/hispanicprwire.com\/?p=41128"},"modified":"2015-04-01T19:45:33","modified_gmt":"2015-04-01T23:45:33","slug":"los-millennials-definen-el-futuro-de-los-medios-de-comunicacion","status":"publish","type":"post","link":"https:\/\/hispanicprwire.com\/en\/los-millennials-definen-el-futuro-de-los-medios-de-comunicacion\/","title":{"rendered":"Millennials Define Future of Media"},"content":{"rendered":"<p><html><br \/>\n  <head><br \/>\n    <META http-equiv=\"Content-Type\" content=\"text\/html; charset=utf-8\"><\/META><\/p>\n<style type=\"text\/css\">\n\/* Style Definitions *\/\nspan.prnews_span\n{\nfont-size:8pt;\nfont-family:\"Arial\";\ncolor:black;\n}\na.prnews_a\n{\ncolor:blue;\n}\nli.prnews_li\n{\nfont-size:8pt;\nfont-family:\"Arial\";\ncolor:black;\n}\np.prnews_p\n{\nfont-size:0.62em;\nfont-family:\"Arial\";\ncolor:black;\nmargin:0in;\n}<\/p>\n<p>BODY {\nFONT-SIZE: 0.83em; COLOR: black; FONT-FAMILY: \"Arial\"\n}\nA {\nCOLOR: blue\n}\n#divWide\n{\nmargin:0;\nmargin-top:1.33em;\n}\nLI {\nFONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: \"Arial\"\n}\n<\/style>\n<p><\/head><br \/>\n  <body topmargin=\"0\" leftmargin=\"0\"><br \/>\n    <\/p>\n<div id=\"divHeadline\" style=\"width:800px;margin-left:10pt\">\n      <!-- #Begin headline --><\/p>\n<p style=\"TEXT-ALIGN: center\">\n        <b>Millennials Define Future of Media<\/b>\n      <\/p>\n<p>\n        <i>15th Annual Horowitz Cultural Insights Forum Highlights Need for Authentic Content<\/i>\n      <\/p>\n<p>      <!-- #End headline -->\n    <\/div>\n<div id=\"divBody\" style=\"width:800px;margin-left:10pt\">\n      <!-- #Begin release --><br \/>\n<!-- #Begin Wide Release --><\/p>\n<div id=\"divWide\">\n<p>NEW YORK, April 1, 2015 \/PRNewswire-HISPANIC PR WIRE\/ &#8212;\u00a0Millennials are defining the future of media. With media more fragmented than ever, understanding how to reach this key audience is critical. At last week&#8217;s 15<sup>th<\/sup> Annual Cultural Insights Forum in New York, over 300 media industry executives gathered to hear speakers from ESPN, ABC Family, Hulu, ARRIS, Cisco, DISH\/Sling TV, and more discuss the latest insights, research, and strategies for creating and distributing content to engage Millennials.<\/p>\n<p>Adriana Waterston, Horowitz&#8217;s SVP, Insights &amp; Strategy, shared the research firm&#8217;s newest data showing that overall pay TV and over-the-top (OTT) services, like Netflix or Hulu Plus, currently co-exist, rather than directly compete. The picture changes dramatically among Millennials. According to Horowitz&#8217;s New TV Universe segmentation, traditional viewers, who watch the majority of their content through multichannel (live, DVR, VOD), comprise 66% of the viewing universe. Among Millennials, traditional viewers make up only 35% of the universe; the remaining 65% fall into leading-edge segments that rely heavily on OTT. \u00a0<a href=\"http:\/\/www.culturalinsightsforum.com\/millennials-define-future-of-media\/\" target=\"_blank\">View chart<\/a><\/p>\n<p>Despite their shift away from traditional TV, Millennials are more into TV content than their 35+ counterparts. New methods of viewing, like bingeing and catch-up viewing, allow Millennials to carefully curate their content\u2014and the content that is proving popular shares a common thread. Pointing to the success of shows like <i>Jane the Virgin, Empire, <\/i>and <i>Black-ish, <\/i>Waterston says, &#8220;Millennials are most certainly shaping the future in their quest for diversity and authenticity in content.&#8221; 28% of Millennials report regularly watching content from premium networks, more than twice the rate of those 35+. Millennials also report watching original series made for the web (like Hulu Originals) at almost three times the rate of viewers 35+ (31% vs. 11%, respectively). Waterston adds, &#8220;Both the numbers and the narratives presented at the Forum tell us today&#8217;s viewers are looking for authentic content that reflects their realities and their lives.&#8221;<\/p>\n<p>The theme of authenticity pervaded the day. During a panel on engaging multicultural, multiplatform Millennials, Hulu&#8217;s Rodrigo Mazon said of Hulu Original <i>East Los High<\/i>, &#8220;The beauty is that when you achieve that kind of authenticity, the audience can perceive it [&#8230;] At that point, it doesn&#8217;t matter if it&#8217;s a multicultural show, a white show, or an all Latino show, as long as it feels authentic, the audience buys in.&#8221;<\/p>\n<p>Beyond content, speakers also stressed the importance of social in driving their brand among Millennials. Bradley Bredeweg, Executive Producer and Co-Creator of ABC Family&#8217;s <i>The Fosters<\/i>, noted that &#8220;part of the job has become going online and engaging with your audience [&#8230;] that&#8217;s just what you sign up for now, and if you don&#8217;t, you lose your Millennial audience.&#8221;<\/p>\n<p>For more, follow <a href=\"https:\/\/twitter.com\/search?src=typd&amp;q=%23culturalinsights15\" target=\"_blank\">#culturalinsights15<\/a> on Twitter or visit <a href=\"https:\/\/storify.com\/LizOD\/identity-matters\" target=\"_blank\">https:\/\/storify.com\/LizOD\/identity-matters<\/a><\/p>\n<p>The presentation, video from the day, and Horowitz&#8217; <i>State of Cable and Digital Media <\/i>and <i>Viewing the Viewer <\/i>studies\u00a0are available for purchase. Contact <a href=\"mailto:stephaniew@horowitzresearch.com\" target=\"_blank\">stephaniew@horowitzresearch.com<\/a> for information.<\/p>\n<p>Press Contact: Liz O&#8217;Donnell, <a href=\"mailto:lodonnell@double-forte.com\" target=\"_blank\">lodonnell@double-forte.com<\/a>, 617-918-7062<\/p>\n<\/div>\n<p><!-- #End Wide Release --><\/p>\n<div id=\"divMediaContact\">\n<p>\u00a0<\/p>\n<\/div>\n<p><!-- #End release --><\/div>\n<p>\n  <\/body><br \/>\n<\/html> <\/p>","protected":false},"excerpt":{"rendered":"<p>Millennials Define Future of Media 15th Annual Horowitz Cultural Insights Forum Highlights Need for Authentic Content NEW YORK, April 1, 2015 \/PRNewswire-HISPANIC PR WIRE\/ &#8212;\u00a0Millennials are defining the future of media. With media more fragmented than ever, understanding how to reach this key audience is critical. At last week&#8217;s 15th Annual Cultural Insights Forum in [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-41128","post","type-post","status-publish","format-standard","hentry","category-entretenimiento"],"acf":[],"_links":{"self":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/posts\/41128","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/comments?post=41128"}],"version-history":[{"count":0,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/posts\/41128\/revisions"}],"wp:attachment":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/media?parent=41128"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/categories?post=41128"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/tags?post=41128"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}