here<\/a>, where he discussed the crucial role of gaming and social video in kids\u2019 media diets.<\/p>\n\u201cThe thing that catches my curiosity on a regular basis is the evolution of our media ecosystem in all four sectors: video, audio, social and gaming,\u201d Shapiro said. \u201cThe convergence of all of those sectors into what I consider a personal bundle that most consumers manage on their own, in their pocket, on their phones or on their screens via their remote controls. Watching control move even further into the hands of the consumers across all four of those sectors is really what I track on a daily basis.\u201d<\/p>\n
Discussing Generation Alpha, Shapiro cited a \u201cdownturn in media consumption\u201d over the last several years as kids, with pent-up demand post-Covid, look to spend more time doing things outside and with friends. \u201cBut apart from that, the one thing that Generation Alpha says that they do every day is game. Seventy percent of kids between the ages of 8 and 15 say they game every single day. It\u2019s not just gameplay. A tremendous amount of the time is social. There is a metaverse that\u2019s taking place on Roblox, on Minecraft and Fortnite and PUBG. That is part gameplay, but a good deal of this is a new version of social media. If you want to see where Web 2.5 is taking shape, it\u2019s in these fully functional, always on, with their own economies, platforms that we call games that are much more than that.\u201d<\/p>\n
He continued: \u201cWhen you look at where they spend their video time, increasingly there\u2019s this \u2018yes\/and\u2019 point of view among all consumers, but especially among those under the age of 20. YouTube is one of the first places that they\u2019ll go for video content. Netflix is the second place. Twitch is a place that they spend a tremendous amount of time, but then also Disney+. There\u2019s this real acceptance of the idea that I\u2019m going to jump from free media on social video to premium video on a subscription platform and back and forth. The idea that publishers don\u2019t see social video as premium video is a big mistake. They\u2019re going to miss a whole generation if they don\u2019t pay attention to social video consumption, which younger consumers see as equal to premium video. Mr. Beast is the biggest star in the world for consumers under the age of 14. The amount of time that young people spend on Twitch, YouTube and TikTok and all these other social media platforms is really important to pay attention to.\u201d<\/p>\n
On young people\u2019s willingness to spend money on content, Shapiro referenced a study done with Publishers Clearing House showing that 64 percent of people under the age of 34 are willing to pay for content. \u201cIf you have a child under the age of 15 and you\u2019ve ever seen charges from Fortnite or PUBG or Minecraft or Roblox, you know that these generations are very willing and able to pay for content, whether it\u2019s their own money or their parents\u2019 money.\u201d<\/p>\n
Shapiro continued: \u201cWhen we asked these consumers under the age of 34, what are they planning to do in the year ahead with their subscriptions\u2014across audio and video and other areas\u201441 percent said, I\u2019m going to pay more to get rid of ads. That doesn\u2019t mean that they won\u2019t watch free stuff with ads, but their intention is, as they get resources, to create environments where they\u2019re ad-free because seen as a better experience. The content still is king, and you have to think like these young consumers if you\u2019re going to get inside their minds, their pockets, their eyeballs.\u201d<\/p>\n
Carugati asked Shapiro about the entry points for Gen A. \u201cGaming is one of the most important ways to get in,\u201d he said. \u201cThese are very large live streaming platforms, billions of hours viewed on Twitch, YouTube and Facebook; people watching people play games. Another really important entry point is TikTok. Most people under the age of 18, when you ask them what they want to do when they grow up, they say they want to be an influencer. That\u2019s where the attention and gravity are spinning right now.\u201d<\/p>\n
Offering up advice to IP owners looking to drive engagement, Shapiro noted: \u201cIf you own a really big brand like Snoopy or Teletubbies or something like that, it makes a lot of sense to make a deal with an Apple or a Netflix because they\u2019re going to pay you enormous sums of money to get exclusive access to that intellectual property.\u201d<\/p>\n
Shapiro continued: \u201cHowever, if you\u2019re an IP rights holder or a producer of content, 50 percent of the value that you\u2019re going to get out of your intellectual property from this point forward is going to come from what most people call the creator economy, but what I call the community economy. One of the most important tenets of Web3 is the relationship between the publisher or the artist and their audience, their community.\u201d<\/p>\n
If you focus solely on the \u201cgatekeeper economy,\u201d Shapiro said, \u201cyou\u2019re going to leave so much of your relationship with your audience and the value you can get out of your intellectual property if you do not practice in the community economy.\u201d<\/p>\n
Shapiro urges IP owners to have a presence on a platform like YouTube, TikTok, Fortnite or Snapchat. \u201cLaunch the content there, in short periods, get data in, A\/B test, understand what works, understand what doesn\u2019t. More importantly, establish the IP and the relationship and the cult around the intellectual property on these other platforms before you start to try to extract the value from the gatekeeper economy. If you walk in the door with an existing piece of intellectual property that has an engaged audience or community already on your side, you\u2019re going to get so much more value and you\u2019re going to offer more value. I can drive an audience to your platform.\u201d<\/p>\n
Shapiro then discussed the notion of \u201creach\u201d today, arguing that it is \u201cno longer a metric\u201d that holds significant value. \u201cFirst of all, we were never measuring it very well to begin with. And I don\u2019t think it\u2019s a useful metric to even concentrate on. As publishers, we invest because we\u2019re trying to either extract subscription from the user or sell advertising. Either way, those are the two metrics that matter. Is someone willing to pay and how much? And am I selling stuff? Not am I reaching consumers, but are they buying the products I\u2019m selling?\u201d<\/p>\n
Shapiro then weighed in on the challenges of discoverability today. \u201cWe have created this series of walled gardens that makes finding content incredibly hard. We\u2019ve also oversaturated the market in storytelling to a certain extent because of all these different walled garden platforms. We\u2019ve created a massive paradox of choice issue for publishers and audiences. The more choice you give consumers, the fewer choices they will actually make. I think that\u2019s why testing things out and building audience and community in direct-to-consumer relationships is incredibly important. Just because you sell a show to Netflix doesn\u2019t mean they\u2019re going to surface it well and doesn\u2019t mean anyone\u2019s going to see it. YouTube is a great platform, but it\u2019s also this firehose of content. One of the powers of TikTok is that it helps you discover things through the algorithm that is literally for you. Now it\u2019s also spyware and an addictive, depressive, mind-numbing platform. But there is something to it, which is if you understand what an audience likes, if you can build a direct relationship with a community, they will tell you what\u2019s working. They will tell you how to find more people like them. They will work on your behalf to make sure that your content is being discovered. If you operate exclusively through the gatekeeper economy, even if you\u2019re lucky enough to sell a show to a gatekeeper, the odds that it\u2019s going to get a second or third season are decreasing at a very rapid rate.\u201d<\/p>\n
On what\u2019s ahead, Shapiro said, \u201cThe adoption of technology and new platforms truly accelerated to a point where change is now a constant state. Change is now accelerated to a daily occurrence. Paying attention to change for the artist, for the publisher, for the producer, is now more important than ever. Especially with Generation A, who is now basically woven change into their DNA, into their very heart rhythm. Disruption is now the operating system of the ecosystem. And so you do have to wake up stupid every day and learn something new about something new every day and not think that just because this is how we behaved, this is how the next generations are going to behave. Generation A is going to be extremely different than every generation that came before it, more so than previous generations because of what they just went through in their most formative years, but also because they are so technologically savvy and so native in what tech is. They factor it into who they are and what they do. Change is now a constant state and you\u2019re going to have to be OK with that. And if you\u2019re not OK with it, that\u2019s OK. But don\u2019t be in the entertainment or media business.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
Thought leader and media cartographer Evan Shapiro shared his unique perspectives on cutting through a crowded children\u2019s media landscape at the TV Kids Summer Festival.<\/p>\n","protected":false},"author":290,"featured_media":25269,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[21],"tags":[7475,5973],"class_list":["post-25268","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-evan-shapiro","tag-tv-kids-summer-festival","pmpro-has-access"],"yoast_head":"\n
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