Bain & Company’s latest global media consumer survey found that Generation #hashtag – those who, regardless of age, prefer content that has been designed and distributed exclusively through digital channels – now comprises nearly half of all media consumers.

This white paper draws on a survey of more than 7,000 consumers across ten major markets: the US, UK, France, Germany, Sweden, Brazil, Russia, India, China and South Africa. Generation #hashtag is fast approaching a tipping point across both western countries and emerging markets, but many media companies still haven’t cracked the code on profitability for native formats.

Content producers and distributors willing to successfully ride this wave of change need to understand the preferences and needs of this new generation of video consumers and adopt a native-digital-first mindset, rather than digitise existing business models.

Success in the native digital era boils down to gathering more arrows in the monetisation quiver and upgrade capabilities with an emphasis on five imperatives: rethink the content strategy, secure distribution routes, embrace the new rules of advertising, earn the right to capture and use customer data, and revisit the M&A toolkit.

Becoming more agile in acquiring and integrating native-digital models will become an essential skill for media companies that want to embrace the next wave of change.


Download the report here

About Author

As Head of Social Media for Reed MIDEM, James Martin oversees social strategy and deployment for B2B events MIPTV and MIPCOM, Midem (music industry) and MIPIM & MAPIC (real estate & retail). He is based in Reed MIDEM's Paris office.

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