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Digital Natives: Video Strategies for Millennials and Gen Z

  • ID: 4091286
  • Report
  • February 2017
  • Region: Global
  • 58 Pages
  • Parks Associates


  • Accedo
  • Akamai
  • Cisco
  • Ellation
  • iProspect
  • Piksel
  • MORE

The report Digital Natives: Video Strategies for Millennials and Generation Z defines parameters for targeting Millennial and emerging Generation Z demographic segments for video services, based on known technology habits and industry insights.  It also identifies disruptions in content creation, distribution, and monetization; examines emerging content production and distribution models for television programming as well as digital video formats; and, provides insight into business models for monetizing video for younger generations. The report identifies emerging strategies impacting creation, distribution, and monetization of video content and provides recommendations to key ecosystem players for future subscriber growth strategies. 

The report focuses primarily on the North American market, particularly the United States. Aspects of the report may be applicable to Western European and developed Asia and Pacific markets, as well as the Latin American market. While North America and Western Europe are the leaders in high quality production of content and digital distribution platforms, certain aspects of the digital video ecosystem exist across the globe and are noted as such.

Note: Product cover images may vary from those shown


  • Accedo
  • Akamai
  • Cisco
  • Ellation
  • iProspect
  • Piksel
  • MORE

1.0 Report Summary
1.1 Purpose of Report
1.2 Scope of Report
1.3 Research Approach/Sources

2.0 Understanding Digital Natives: Millennials and Generation Z
2.1 Millennials
2.2 Generation Z

3.0 Creating and Distributing Content for Digital Natives
3.1 Trends in Content Creation for Digital Natives
3.1.1 Microcontent Platforms Emerge
3.1.2 Dominance of the YouTube Space
3.1.3 Digital First Strategy
3.1.4 Reboots, Relaunches, and Re-imaginings
3.2 Trends in Distribution for Digital Natives
3.2.1 Mobile Partnerships Alleviate Data Stress
3.2.2 Disrupting Episodic Distribution
3.2.3 Repackaging Content for Distribution
3.3 Conclusions and Implications

4.0 Monetizing Content with Digital Natives
4.1 Trends in Subscription-based Services
4.1.1 Millennials: Pay TV vs. OTT
4.1.2 Shift from Broad Markets to Targeted Markets
4.2 Trends in Third-party Funded Services
4.2.1 Measurement in the Digital Native Space
4.2.2 Sponsored and Branded Content
4.3 Trends in Transactional Services
4.3.1 Children and the Transactional Window
4.4 Conclusions and Implications

5.0 Forecast
5.1 Forecast Methodology
5.2 Forecast: Social Video Chat App Users
5.3 Forecast: Professionally-produced Social Video Viewers

6.0 Recommendations
6.1 Studios and Producers
6.2 Advertisers and Ad Solutions Providers
6.3 Service Operators
6.4 Social Video Platforms

7.0 Appendix

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  • Accedo
  • Adobe
  • Adstream
  • aimClear
  • Akamai
  • AT&T
  • Big Frame
  • Brightline
  • Cisco
  • Comcast
  • Cox Communications
  • Edgeware
  • Ellation
  • Ericsson
  • Fusion Media
  • Group Telefónica
  • iProspect
  • Limelight Networks
  • Ogilvy & Mather
  • Ooyala
  • Piksel
  • QuickPlay
  • Sling TV
  • Sony Pictures Entertainment
  • Verizon
  • Viacom
  • Warner Bros.
Note: Product cover images may vary from those shown