MTV Asia "Being Young"

BEING YOUNG

Sharing our global trends and insights with the industry

MTV open source

Being Young People Are Media Social Networks

BEING YOUNGcontent explosionspoilt for choice

multi-tasking

a typical day

Media Habits06

00-0

700

0700

-080

0

0800

-090

0

0900

-100

0

1000

-110

0

1100

-120

0

1200

-130

0

1300

-140

0

1400

-150

0

1500

-160

0

1600

-170

0

1700

-180

0

1800

-190

0

1900

-200

0

2000

-210

0

2100

-220

0

2200

-230

0

2300

-240

0

0000

-010

0

0100

-020

0

0200

-030

0

0300

-040

0

0400

-050

0

0500

-060

0

Watching TV Reading NewspaperReading MagazinesListening to RadioOn PC/InternetListening to MusicWatching DVDs, etc

Source: Young Asians 2007, 15-24 years oldUniverse / Sample: 10.87m / 7,130

% of respondents 15-24 y.o.

TV

Internet

Music

Movies

38 hour day

4 things at once

what matters?

Mlet’s take a look ....

hot

SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007 (% Doing More, Doing Less than Past Year)

not

Spending time online +56%

Listening to music +53%

Using my mobile +49%

Sending emails +41%

Spending $$$ on music -36%

Playing console games -50%

Watching television -46%

Social networks +37%

Is TV dead?

0600

-070

0

0700

-080

0

0800

-090

0

0900

-100

0

1000

-110

0

1100

-120

0

1200

-130

0

1300

-140

0

1400

-150

0

1500

-160

0

1600

-170

0

1700

-180

0

1800

-190

0

1900

-200

0

2000

-210

0

2100

-220

0

2200

-230

0

2300

-240

0

0000

-010

0

0100

-020

0

0200

-030

0

0300

-040

0

0400

-050

0

0500

-060

0

14 13 1415 16 16 17

16 15 14 1518

26

36

44 44

38

25

15

119 8 7 8

Source: Young Asians 2006, 2007, 15-24 years oldUniverse / Sample: 2007 - 10.87m / 7,130; 2006 - 10.95m / 7,786

TV Viewing% of respondents 15-24 y.o.

20072006

2006

2007

Media Habits06

00-0

700

0700

-080

0

0800

-090

0

0900

-100

0

1000

-110

0

1100

-120

0

1200

-130

0

1300

-140

0

1400

-150

0

1500

-160

0

1600

-170

0

1700

-180

0

1800

-190

0

1900

-200

0

2000

-210

0

2100

-220

0

2200

-230

0

2300

-240

0

0000

-010

0

0100

-020

0

0200

-030

0

0300

-040

0

0400

-050

0

0500

-060

0

5 611

1720 21 23 23 26 27 28 28

28

3032 34

34

29

2216

106 5 5

Source: Young Asians 2007, 15-24 years oldUniverse / Sample: 10.87m / 7,130

% share of respondents 15-24 y.o.

TV

Internet

Watching TV On PC/Internet

the big switch ...

“we have to learn how to earn prime time now that we can’t always buy it”

James Chadwick Head of Strategy Mindshare Asia

what matters?

content matters

cutting thru matters

friends matter

FRIENDS MATTER

how many friends do you have?

6 Close Friends

27 Offline Friends

20 Online Friends

53

Close FriendsFriends, not closeOnline Friends

35 38 47 50 50 72 81 91

53 Friends(the average number of friends youth have)

SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007

PEOPLE ARE MEDIA

FORWARDING CULTURE

WEB 2.0

who’s on facebook?

Who isn’t !

250,000 new users a daySOURCE: Facebook

content

MATTERS

WEB 2.0 postinghostingsharing

buildINGfriendship communities

online


digital youth

79 IM buddies70 numbers on mobile

70 friends in social networks9 regular websites

3 social networking sites


Regular Sites(average number of sites regularly visited)

%

Fewer sites, more time spent on each

of sites regularly visited are social networks1/3


social networks(visit social network sites weekly)

%

Is everyone doing it?

soon, everyone will be doing it

Top Social Networks

SOURCE: Datamonitor 2007

MySpaceFacebook

BeboCyworldSkyblog

0

100

200

300

MySpace Facebook Bebo Gaia Nexopia

6822

173

223

Millions of UsersSOURCE: Datamonitor 2007

America

0

100

200

300

Bebo MySpace Skyblog Facebook Netlog

24394143

65


Europe

0

100

200

300

Orkut Hi5 Metroflog MySpace Windows

51224

45

156


Lat Am

0

100

200

300

Friendster Cyworld Orkut Mixi MySpace

2136

6574

90


Asia

“Social Networking Penetration With Teens Close To 100%”

Ad Age 2007

Social Networking will play the most important role in the online habits of young people in 2008 and beyond.

Youth don’t need another website. They need content and applications delivered to them, to make their digital space their own.

widgetsStreaming audio, video and imagery into social network sites, with branded skins

and embedded ads

“A Newsweek article famously asked if 2007 would be the ‘Year of the Widget’, but 2008

will be the year this question gets answered”eMarketer 2008

Build WidgetClear Content Rights

TVC Pre-rollBranded Skins

Stream off MTV sitesStream onto Client site

Send to Social Networks

Players Properties Platforms

MSN / Yahoo / Facebook / MySpace / Baidu / Cyworld / Daum / Naver / Orkut / Joost / Bebo / Nico

Nico / Daily Motion / NeoPets / GG Games

+ 250 million u/v pm

newbusiness models

57% 56% 59%55% 56%

52%

41% 40% 41%37%

52%

68%

57%

73%

61%68%

0%

20%

40%

60%

80%

100%

UKUSA

Canad

a

Australi

a

New Zea

land

Denmark

German

y

Holland

Italy

Poland

Sweden

Mexico

Brazil

Japan

ChinaIndia

“I don’t mind ads because they help to pay for TV shows & websites”


“90 percent of gamers are willing to watch video ads in

exchange for free gameplay”Real Networks 2008

cutting thru

More content apps At a fair price Buy, rent, or free Download or stream Ad supported is OK

rewind

what matters?

People want to control their online experience

Social Networks will continue to grow

These online communities are aggregating

And also fragmenting around interests

They are like “Walled Gardens”

Content will increasingly be spread virally within

Widgets

Mobile TV Licensing Gaming HD Channels

www.slideshare.net/ianstewartmtv

http://www.slideshare.net/ianstewartmtv




Entertainment & Humor

MTV Asia "Being Young"