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Media Habits Are Changing Rapidly For Young Adults Making Targeting More Challenging – Forbes



Media habits have undergone a sweeping change driven by streaming content and other digital media platforms, especially among younger age groups. As media continues to fragment, developing a successful strategy is becoming a more challenging task with each passing year.

Despite the fragmentation and the challenge of reaching young adults, many advertisers continue to market to this demographic, since young adults have a greater lifetime value as a consumer than older demographics. Hence, marketers continue to pay a premium ad rate to reach them. although such new and better targeted opportunities such as addressable advertising and connected TV are becoming available.

In September, Attest released their third annual U.S. Media Consumption Report which highlighted a number of notable changes in media usage driven by digital platforms. For the Attest report, which also provided media consumption for older age groups, young adults (a.k.a. “Generation Z” were defined as adults 18-to-24. The survey questioned 2,000 respondents U.S. working age (18-to-65) consumers and was conducted in August 2021.

Social Media: Social media is more popular with younger adults than older adults. The Attest study found, on average, 59% of this age group spends 3+ hours each day on social media. TikTok is now the second most popular social media platform, slightly behind YouTube. Attest found, 60% of young adults visit TikTok daily (YouTube is at 61%). In just over five years since its launch TikTok has reached one billion monthly active users globally. In January 2018 TikTok had 54 million monthly active users worldwide. TikTok’s popularity grew notably during the pandemic, in the first quarter of 2020 the app had been downloaded 315 million times.

Both Instagram (56%) and Snapchat (52%) remain more popular with young adults than with older demographics. The same cannot be said for Facebook, only 28% of young adults visit Facebook daily, the lowest figure of any age group. For example, 57% of “Baby Boomers” (age 57 to 65) and 68% of “Generation X” (age 41 to 56) access Facebook daily.

Gaming: Another popular online activity is gaming. According to the report on average a large majority (82%) of adults 18-to-24 play games each day with 21% responding they play for 1-2 hours every day. A popular source for gaming is the Amazon owned Twitch, 26% of young adults say they access the live streaming service at least once a week. In addition, gaming sites such as Fortnite have been expanding into other forms of entertainment such as concerts and video. With the popularity of gaming and TikTok, eMarketer forecasts time spent on mobile phones each day for total adults has grown from 2 hours and 25 minutes in 2018 to 3 hours and 19 minutes this year. 

Video: When compared to older adults 18-to-24 are more likely to stream video content, 44% of young adults stream 3+ hours video content each day. (Millennials, age 25-to-40 are a close second at 43%.) When broken out by time spent, 29% said they are streaming 1-2 hours daily and 29% are streaming 3-4 hours each day. Another 15% watch a minimum of 5 hours of streaming content every day.


, by a wide margin, is the most popular video streaming platform among young adults, with 86% of 18-to-24 using the service (compared to 69% for total adults). Ranking a distant second in usage with Generation Z is Disney+ with 56%. (For older demographics Amazon Prime Video ranks second.) Drama and comedy are the two most frequently watched programming types among young adults, well ahead of reality shows.

Audio: “Generation Z” are more likely to stream music than older age groups. On an average day, 60% of adults 18-to-24 listen to online music and 18% say they listen a few times weekly. At 64%, Spotify is the most used streaming audio provider, followed by YouTube Music at 35%. Apple Music, at 33%, is more popular with young adults than older adult age groups. 37% of adults 18-to-24 say they listen to podcasts at least once a week, a figure second to Millennials at 45%.

Moreover, 11% say they listen to podcasts daily and 32% have said they have never listened to a podcast. Furthermore, 22% visit news websites, 17% read at least one magazine weekly (47% never read them) and 16% read a printed newspaper.

In addition, even before streaming, social media and gaming, young adults were lighter users of traditional media. The survey found 20% of adults 18-to-24 watch 1-2 hours of linear TV each day with 29% not watching any live TV. As for radio, 24% say they listen to radio several times a week and 19% listen daily.

Hence, adults 18-to-24 are digital natives and early adopters of new media opportunities. Younger adults are also fluid in their media consumption as attested by the popularity of TikTok and streaming video while Facebook and linear television has become passé for many.

Anjali Midha, founder & CEO of Diesel Labs, a predictive media analytics company, points out how tough it is to get the ‘pulse’ of Generation Z given the fragmentated media landscape. She cites the popularity of Squid Game, a South Korean fictional drama on Netflix. “Audience composition might explain the quick rise of Squid Game to the top,” said Midha. “Our analysis shows 68% of the Squid Game engaged audience is under 24 years old, a figure much higher than both Black Mirror (49% under 24) and Parasite (34% under 24). It’s clear that a large, younger cohort is driving much of the buzz, thanks in part to the avalanche of TikTok memes and Roblox activations focused on the games that appear in the show; both platforms have a strong younger user base. Interestingly, the Squid Game audience also over-indexes in engagement with gaming (+20%) versus the average audience, which is very timely given the recent news about Netflix exploring into the new content format.” Netflix’s Ted Sarandos acknowledges there’s a good chance Squid Game, which was launched on September 17, with little publicity, will become the streamer’s most watched show ever.

Outside of Netflix, Diesel Labs found the Squid Game audience had strong affinity for other younger and female skewing titles such as Genera+ion and Gossip Girl on HBO Max and Rodgers & Hammerstein’s Cinderella, Black Is King and High School Musical: The Musical: The Series on Disney+.

According to a study from Futuri, adults 18-to-24 are spending an average of $37 per month on video and audio subscriptions that are often times ad free or with limited advertising opportunities. Therefore, new targeting opportunities such as addressable advertising, connected TV and social media platforms such as Instagram and TikTok have emerged.

Zach Rosenberg, Founder, Zach Rosenberg Consulting, Inc. notes, “This demographic is increasingly media savvy. They are not only aware, but critical of traditional advertising tactics. Brands need to invest more resources into less conventional marketing and brand channels such as customer service and social impact to build trust in ways that matter to this audience.” Diesel Labs’ Midha adds, “The pressure on brands and agencies to innovate in a constantly changing environment is immense.”

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Netflix’s ‘Squid Game’ estimated to be worth about $900 million – Bloomberg News



Squid Game,” Netflix Inc’s biggest original series launch, is estimated to be worth almost $900 million for the streaming giant, Bloomberg News reported late on Saturday, citing figures from an internal Netflix document.

The nine-episode thriller, in which cash-strapped contestants play childhood games with deadly consequences in a bid to win 45.6 billion won ($38.58 million), became an international hit after it launched last month.

In comparison to its estimated net worth, the show cost just $21.4 million to produce, Bloomberg said.

According to the report, about 132 million had watched at least two minutes of the show in its first 23 days, easily breaking the record set by U.K. costume drama “Bridgerton,” which was streamed by 82 million accounts in its first 28 days.

Netflix had earlier announced the show had amassed 111 million fans, but Bloomberg said those figures were based on slightly older data.

Los Gatos, California-based Netflix estimated that 89% of people who started the show watched more than one episode, the news agency said, and 66% of the viewers finished watching the series in the first 23 days.

Netflix did not immediately respond to Reuters’ request to comment on the report. An attorney for the company told Bloomberg that it would be inappropriate for Bloomberg to disclose the confidential data contained in the documents that it had reviewed.

The series is also the first Korean drama to snatch the top spot on Netflix in the United States, and has even spurred interest among people in learning Korean.

In China, where Netflix is unavailable without a VPN, a Beijing bakery has introduced a Squid Game-themed confection-making challenge in its store.

The show has even drawn positive comments from Amazon Inc founder Jeff Bezos, with the billionaire calling the work “impressive and inspiring.” Amazon’s streaming service Prime Video competes with Netflix.

($1 = 1,182.0700 won)


(Reporting by Shubham Kalia in Bengaluru, Editing by Nick Zieminski)

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Russian actor and director making first movie in space return to Earth after 12-day mission



A Russian actor and a film director making the first move film in space returned to Earth on Sunday after spending 12 days on the International Space Station (ISS).

The Soyuz MS-18  Space capsule carrying Russian ISS crew member Oleg Novitskiy, Yulia Peresild and Klim Shipenko landed in a remote area outside the western Kazakhstan at 07:35 a.m. (0435 GMT), the Russian space agency Roscosmos said.

The crew had dedocked from the ISS three hours earlier.

Russian State TV footage showed the reentry capsule descending under its parachute above the vast Kazakh steppe, followed by ground personnel assisting the smiling crew as they emerged from the capsule.

However, Peresild, who is best known for her role in the 2015 film “Battle for Sevastopol”, said she had been sorry to leave the ISS.

“I’m in a bit of a sad mood today,” the 37-year-old actor told Russian Channel One after the landing.

“That’s because it had seemed that 12 days was such a long period of time, but when it was all over, I didn’t want to bid farewell,” she said.

Last week 90-year-old U.S. actor William Shatner – Captain James Kirk of “Star Trek” fame – became the oldest person in space aboard a rocketship flown by billionaire Jeff Bezos’s company Blue Origin.

Peresild and Shipenko have been sent to Russian Star City, the home of Russia’s space programme on the outskirts of Moscow for their post-flight recovery which will take about a week, Roscosmos said.


(Reporting by Vladimir Soldatkin; Editing by Raissa Kasolowsky)

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'Don't squish them': Photos on social media show slimy, sticky salamanders in Labrador –



It was late at night when Adam Reid took his dog out and found a little salamander on his front steps. The Happy Valley-Goose Bay man says he panicked, thinking it was an escaped pet, and took it inside. 

“I was like, ‘I cannot leave this poor little salamander here,'” Reid said. “It’s started getting cold in Labrador. Things get pretty chilly.”

Reid made a Facebook post and was surprised to learn that the critters are native to Labrador and even thrive there.

After confirming the salamander — who Reid had affectionately named Sal’ — was in fact going to be OK, he took it out and let it go in his garden. 

“We had our parting words and a few tears were shed by my puppy who didn’t want to let him go. But I put him back in the garden and he went on his way,” Reid said.

“Sal, if you’re out there, I hope you’re doing good, buddy.”

A post in the public ‘Concerning Happy Valley-Goose Bay’ Facebook Group sparked an online conversation where some people realized for the first time that there were salamanders native to Labrador. (Concerning Happy Valley-Goose Bay/Facebook)

Shylah Ernst said after Reid’s post, she too saw salamanders on two occasions outside her work at a local daycare. 

“We found four smaller salamanders inside of an old tire that had some water in the bottom of it,” Ernst said. 

Shylah Ernst found four salamanders and some larva in an old tire that had water in it. (Submitted by Shylah Ernst)

The little amphibians were paraded around the daycare to show the children, Ernst said. However, they were all released back to the wild a short time later. 

“Of course, they kept trying to pick him up. But we put him in a little container with some grass and sand,” Ernst said.

“They looked at him and they played with him in his little basket … they loved him.”

Salamanders more common than you’d think

Sean Boyle, a postdoctoral researcher at Memorial University, says people may not realize just how common the creatures are. He said they are an important part of the ecosystem but they are out of sight for almost the entire year. 

“If you think in terms of biomass — which is the total mass of all of the individuals of the species — the biomass of a salamander will greatly outweigh the biomass of moose. So say you have 100 moose, you’ll probably have tens of thousands of salamanders that weigh more than all of that combined,” Boyle said. 

There are two types of salamanders in Labrador — the two lined salamander and the blue-spotted salamander. The two-lined salamander is aquatic while the blue-spotted salamander lives mostly on land. 

The blue-spotted salamander mainly lives on land but travels to local ponds to mate and lay eggs. (Submitted by Sean Boyle)

“Amphibians in general are really good at surviving tough conditions,” Boyle said. “These two salamanders specifically, they kind of just bury themselves, either in the clear running water … or they’ll bury themselves in the leaf litter in the soil and avoid the frost line.”

If people see a salamander out and about, Boyle said, they don’t need to worry about spooking it ,but he said don’t pick it up and avoid it if possible. 

“If you do have to pick them up, just make sure there’s absolutely nothing on your hands. So that’s no no bug spray, no sunscreen, no moisturizer, anything like that, because it can be very toxic to them.”

Salamanders, like all amphibians, breathe through their skin and their skin can take in chemicals can hinder their ability to breathe, Boyle said. However, he said if people see salamanders, it’s most likely wild and not a pet. 

“For the most part, if people have pet salamanders, they’re not the species that we would have in Canada,” Boyle said. “And so the salamanders that you see in the wild would look different than ones that were escaped pets.”

A blue spotted salamander at Kouchibouguac National Park. Blue spotted salamanders can also be found in Labrador. (Parks Canada)

Ernst said she was surprised to read on social media that people didn’t know salamanders were in Labrador, but she said she did grow up seeing them out and about. If people do find them, she said please leave them be. 

“Don’t squish them. Put them back. Leave them alone. Let them grow. So some people are afraid of them and they’ll like ‘uh step on that,’ especially when they’re small, but that’s a sin. Leave them alone, let them grow. Let them make a home here.”

Read more from CBC Newfoundland and Labrador

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