Social Viewing: 5 Apps Making Watching Videos a Group Activity

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Can watching content online be a social experience? These five apps are working on it, and turning solo viewing into a party…

When we researched the current state of entertainment viewing in our Post-TV Gen trend, we found that 13-34-year-olds report watching almost 22 hours of content across all platforms and services weekly. That’s almost an entire day out of their week that they estimate they spend watching videos, TV shows, and movies. Among Gen Z, the estimate was even higher—23.4 hours per week. Often, young consumers’ disruptive entertainment habits are described in misleading ways—they’re “abandoning cable,” or “leaving TV behind”—but they’re not watching less content, they’re consuming more, watching on-the-go, in bed on their laptops, tablets, and phones, on car rides…anywhere their phones are going with them, which is everywhere.

So they’re hungry for content. But what the mobilization of entertainment has done is make much of that entertainment more solo-consumption. Gathering around a phone to watch a video can be done, but it’s not as natural as sitting around the TV screen together. Instead, watching videos and series is increasingly becoming an individual activity—but a new slew of apps is looking to change that. The idea of the social/shared/co-viewing of videos online is taking hold, with major players and startups launching new ways to turn solo-video viewing into a group experience. Here are five apps taking on social viewing, and telling young consumers to "watch together":

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingTumblr Cabana

This week, Tumblr launched Cabana, a new app to allow users to “hang out and watch stuff” digitally. The app is a combination of group video chat and video viewing: six friends can video chat simultaneously, and watch videos together at the same time. Users can create “rooms”…

 
 

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The Newsfeed

“My generation feels entitled and is less willing to put in hard work to get the results they want.”—Female, 17, VA

CoverGirl is getting a marketing makeover to impress Millennials. The brand is changing up their slogan for the first time since 1997, with “Easy, Breezy, Beautiful Covergirl” getting traded for “I Am What I Make Up.” To go along with the new tagline, an inclusive lineup of new CoverGirls will debut the revamped brand—from 69-year-old Maye Musk to pro motorcycle rider Shelina Moreda. Finally, products will be taking on the Less is More trend with “sleeker, more minimal black and white packaging” and a logo to match—a familiar branding makeover move. (Racked)

Riverdale’s recent premiere pulled impressive ratings, especially among young adults—and the show may have Netflix to thank for it. The Archie-remake grew in popularity by 67% from last winter’s premiere and 140% with women under 35. But it gained the most ground with teens, jumping an impressive 467% from last winter’s premiere, making it the most popular show from The CW among teens since The Vampire Diaries in 2012. The show’s presence on Netflix during the off-season may have helped attract young viewers, allowing them to binge the series and get addicted on their time—The Binge Effect at work. (Vulture)

Essential oils are the latest wellness trend to gain traction, appealing to Millennials’ desire to ease anxiety. The most stressed generation to date is turning to little vials of “something between a perfume and a potion” to calm their minds and remedy simple sicknesses. Companies aren’t missing the opportunity to capitalize on the growing demand. Two major brands, Young Living and doTerra, “have more than three million customers apiece, and a billion dollars in annual sales.” (The New Yorker)

The majority of teachers say that life skills are more important to success today than academics. According to research out of the U.K., more than half of teachers believe so-called “’soft’ skills,” including perseverance, the ability to problem-solve, and communicate effectively are more important than “academic knowledge and technical skills.” Unfortunately, institutions often focus on test scores instead of “social and emotional learning, or character.” The good news is groups are pushing for change and “teaching ‘character’ is taking hold everywhere.” (Quartz)

Throw that “Me, Me, Me Generation” stereotype out the window, because Millennials are probably not any more narcissistic than previous generations. (Sorry, Time Magazine.) A report published in Psychological Science compared students from a ‘90s study with students in the 2000s and 2010s and found that today’s youth are “at best” equally as self-involved as young people of the past, and may actually be less narcissistic. The professor who led the study reports, “The kids are all right. There never was a narcissism epidemic, despite what has been claimed.” (Uproxx)

“My love of video games and knowledge of technology and streaming naturally eased me into the world of esports.”—Female, 23, FL

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