Reports: digital natives

Browse all of our reports, featuring our analysts' expert insights and analysis of audience segmentation, emerging trends and technologies, value chains, market shares, predictions and more – backed by our proprietary survey data and bespoke models & forecasts. Become a subscriber to get new ones every month, or just pick one to get started.

Social video
TikTok sets the pace

Richard Broadhurst

May 2022

Video

YouTube

digital natives

Social video is optimising lean-through engagement for digital natives, with simple editing features, filters, and music. Value for younger digital natives (those aged 16-19-years-old) lies in co-creation,...

Games discovery and conversion
Navigating between generations in the 2020s

Cover image for Games discovery and conversion

Karol Severin

September 2021

Spotify

YouTube

digital natives

The 2020s population is split between digital natives and older digital migrants, which shapes how consumers discover and convert to new games. Younger consumers are more likely to discover via channels...

Digital consumption habits
How tomorrow’s audiences will reshape entertainment

Cover image for Digital consumption habits

Hanna Kahlert

March 2021

Streaming

Discovery

Digital-first access has shaped mainstream consumption, but for digital natives, it has also shaped their core behaviours. Music consumption is now fragmented across artists, becoming a personalised, anytime...

Sports Rights
The Great Reset

Alistair Taylor

December 2020

Spotify

Video

COVID-19 exposed live entertainment as a vulnerable asset class during a global health crisis, rendering services overly reliant on live sports broadcasts as primary churn candidates. A major overhaul...

Managing Fandom
Competing For Audience Attention Across Content Formats

Georgia Meyer

November 2018

digital natives

Netflix

hulu

In the distributed digital landscape audience overlaps are sometimes unexpected and nuanced; the competition for attention goes beyond the simple binary choices of one TV show or another – i.e. video...

Snapchat User Profile
Valuable, Digitally Savvy Millennials

Mark Mulligan

November 2016

Video

digital natives

apps

Snapchat represents the Millennial zeitgeist more than any other single app. It continues to engage digitally native young audiences just as much as it appeals to traditional media brands, such as Viacom...

Ownership to Access, And Back
Physical Ownership Acquires A New Value In The Digital Era

Cover image for Ownership to Access, And Back

Tim Mulligan

July 2015

sweden

It seems counter intuitive to suggest the physical ownership of content has an addressable market in the digital era. Despite the ubiquity of digital delivery mechanisms for premium content, the desire...

The Digitally Native Music Consumer
A Digital Native Music Behaviour Deep Dive

Cover image for The Digitally Native Music Consumer

Mark Mulligan

July 2014

Consumer behaviour

Streaming

Streaming Music

Natives and Immigrants demarcate the digital world. While Digital Immigrants bear the baggage of their analogue era past, Digital Natives have only ever know ubiquitous connectivity and content availability....