YAB Member Reports: Engaging with the Second Screen

Multi-tasking has taken over entertainment, and there is no turning back. We know that young viewers are more likely than not engaging with multiple screens simultaneously when relaxing– even while watching their favorite shows. This new form of engagement has turned Millennials into active participants when it comes to media engagement, instead of passive ones. Because of this, the second screen (or third, or fourth) can prove to be an opportunity for brands that take advantage of the multi-tasking viewer mindset by making multi-platform entertainment even more engaging than a single screen experience. Still, many questions remain– will young viewers willingly participate in the viewing apps, fan chats and enhanced content being made available to them? Also, how are young consumers actually engaging with the second screen entertainment flooding the market? Our 24-year-old YAB member Danielle gives us a glimpse at how second screen engagement is changing the way she watches and talks about TV. 

 

No remote? No problem.

With the help of our smartphones, laptops, and tablets, TV viewership has completely transformed. Now, we not only stream our favorite shows on-the-go from these devices, but we can also obtain instant feedback from people anywhere in the world who share similar taste in television. This second (or third, or fourth) screen has allowed us to engage instantaneously with friends, television networks, and social communities who share our television program preferences. 

Whether it’s a reality show, the Oscars, the Super Bowl, a POTUS press conference, or the season finale of Pretty Little Liars (which recently just became the first series in TV history to accumulate over 1 million total airtime tweets, according to the New York Post), the addition of multiple screens…

 
 
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Millennial News Feed

Quote of the Day: “The best part about driving is the control of when, how, and where you go. The worst part is that there is a lot of responsibility in your hands, especially if you are with your family.” -Female, 32, TX

We’ve told you before that Millennials are turning to new tools that let them harness their own data for their own personal benefit and enjoyment. The new app Pplkpr (pronounced “people keeper”) does just that, using a combination of tracked body metrics and self-reporting to determine which friends make users happy, and which have a negative impact on them. Using a Bluetooth heart rate monitor, the app measures physical response while one is hanging out with friends, learning over time which friends create anxiety, boredom, excitement, and concluding whether or not a friend is toxic. The app’s creators say Pplkpr was created partly as a criticism for the decisions we allow data to make for us, but there is clearly some interest around the idea. (Huffington PostMashable)

Gaming is becoming more and more mobile as major consoles “unplug” from TV. Microsoft has announced that Xbox One players can enjoy gameplay on any Widows 10 device, including tablets and PCs. The announcement “completes the trifecta” of consoles that have taken steps to include off-TV play. Yes, TV screens are biggest, but TV's communal nature is not necessarily appealing to gamers when many games are solitary pursuits. “We’re gravitating towards the personal” and TVs immobility can make it less convenient—in both gaming and entertainment streaming. (Wired

Meet Elena, Disney’s first ever Latina princess. Elena will have her own show on Disney Junior set to air in 2016, and is inspired by "diverse Latin cultures and folklore." Disney announced that a Latina heroine was in the works after some confusion and criticism arose over the ethnicity of the (now extremely popular) character Sofia the First. Though Elena’s premiere is some time off, it is clear that many communities are happy to see Disney embracing diversity in their characters and shows. (BuzzFeed)

YouTube celebrities are getting more than deals for their own web series, TV shows, and movies: the trend of YouTube authors is growing. Although some have questioned the vloggers’ capabilities as writers, recent books published by YouTube stars have seen unexpected successes. Grace’s Heibig’s Grace’s Guide: The Art of Pretending to be a Grown-Upeven became a New York Times bestseller. It was just announced that four top YouTubers will even host their own session at BookCon, the largest literary event for authors, publishers, and readers. Justine Ezarik, Shane Dawson, Connor Franta and Joey Graceffa will speak about their new literary efforts with Keywords Press, an Atria Books imprint specially created for online video stars and their fans. (StreamDaily)

Reebok is leaving out celebrity athletes and making everyday young fitness enthusiasts the stars of their new marketing campaign, “Become More Human,” which focuses on the “new brand of athlete.” The first spot features footage of normal people pushing themselves physically, and includes shots of extreme races that Millennials have embraced. The campaign goes beyond commercials with a #BreakYourSelfie Instagram initiative and the “Be More Human Experience,” an interactive website that helps users to compare their physical traits against other members. (The Drum)

Infographics make even complex data easy to understand and quick to digest. Our Gold and Silver subscribers are given access to our regularly published informative Infographic Snapshots: data visualizations that take our proprietary bi-weekly survey stats and synthesize them to tell a story about this generation’s behaviors and views. From political stances to social media use to spending, we illustrate how many, how much, and how often, making sure you know exactly where your Millennial target audience stands.
(Ypulse)

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