Prince Harry and Meghan launch emotive campaign to protect children online Marketing Interactive
View original post here:
Prince Harry and Meghan launch emotive campaign to protect children online - Marketing Interactive
Tags:
Despite the overall video viewing time remaining steady in Hong Kong, some local audiences are shifting their viewing medium from digital platforms to social media, a study finds.
Conducted by Omnicom Media Group (OMG), the Hong Kong video content viewing landscape study is based on a self-complete online survey among 815 Hong Kong residents aged between 18 and 59.
The survey was carried out from March to April and targeted individuals who had watched video content on free TV, pay TV, or digital video content platforms within the seven days before completing the survey. The study aims to monitor the fast-changing video-viewing behaviour of Hongkongers.
The study found that while the total video viewing time remained steady in the first quarter of 2024, some audiences shifted from watching videos on digital platforms, including Netflix and YouTube, to social media such as Instagram, Facebook and X. The total video viewing time in the past week was 77.7 hours, comprising 36.9 hours on digital platforms, 19.8 hours on social media, and 21 hours on free and pay TV.
In terms of social media viewing time, Instagram led with 7.9 hours, followed by Facebook (7.8 hours), and X (2.5 hours). Instagrams total viewing time was on par with Facebooks for the first time, according to the report.
Furthermore, the report identified significant increases in viewership for Instagram, Netflix, and Disney+ in the first quarter of 2024, with their viewing times rising by 6%, 10%, and 6% respectively. Meanwhile, douyin, XiaoHongShu, and bilibili appeal to distinct groups of audiences.
Viewership of free and pay TV
Interestingly, the report found that TVB was the only free TV platform to see increases in both penetration and viewing time, rising by 5% and 0.6 hours respectively. Notably, TVB's viewership had made a remarkable comeback among the 18 to 24 and 45 to 59 age groups, with increases of 16% and 8% respectively, after a decline in the fourth quarter of 2023.
The report found that ViuTV's viewership had also increased among the 18 to 24 and 45 to 59 age groups, rising by 9% and 6% respectively. On the other hand, middle-aged consumers watch HOY TV less often whereas viewership remains the same among other age groups.
Viewership of digital platfroms and OTT platforms
Speaking of digital platform viewership, the report found a drop in total viewing time among audiences aged 35 or above, while younger segments maintained high levels. While the viewership and viewing time of YouTube were overall stable, Netflix and Disney+ achieved the secondand thirdmost often watched digital platforms respectively with an increase of viewership in the first quarter of 2024.
On the other hand, YouTube Premium was still not yet popular among consumers, with only one-third of YouTube audiences subscribed to the service.
Meanwhile, other digital platforms such as douyin, XiaoHongShu and bilibili presented distinctive trends in viewership. Douyin had experienced a resume of viewership and viewing time in the first quarter since the surge in the fourth quarter of 2023.
Bilibili had formed a relatively steady viewership while the other two hadnt. Also, viewers of douyin skewed towards non-working and more mature audiences, whereas bilibili appealed to younger groups.
On the other hand, the report showed that OTTs saw a mild comeback in viewership in the first quarter, following continuous dips in 2023.
According to the study, the overall OTT platforms time spent per week is 15.9 hours in first quarter of 2024, increased 16% compared to the fourth quarter of 2023. The increase in total viewing time is particularly led by Netflix, followed by Disney+. Noticeably, the intent of current subscribers to renew subscriptions remained high for the two channels.
When it came to viewing devices, it turned out that an overwhelming majority of audiences used electronic devices (95%), usually smartphones, to access video content. Younger consumers remarkably spent more time watching video through electronic devices whereas 45 years old or above still preferred TV sets. Interestingly, it was found that audiences preferred watching long-form videos on a big screen whereas YouTube on a smaller screen.
Nicole Cheng, insights director, Omnicom Media Group Hong Kong, said: Total viewing time remained stable in early 2024. However, time spent on video viewing increased among those aged 18-34, while middle-aged and older groups watched less. The first quarter of 2024 saw a bounce back in OTT viewing, led by Netflix and followed by Disney+. Our quarterly study tracks media consumption habits in Hong Kong, providing insights into evolving behaviours and emerging trends.
Join us this coming 26 June forContent360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!
Related articles:
What OTT advertising will look like in 2024, according to industry leaders Netflix leads premium video viewership across SEA in 2022 with 40% share Oscars 2024 hits 4-year viewership high, sells out all ad inventory
Go here to see the original:
Survey: HK audiences shift video viewing time from digital platforms to social media - Marketing Interactive
Collective Artists Networks Big Bang Social and Indias leading casual dining restaurant company, Impresario, behind iconic brands like SOCIAL, antiSOCIAL, and Smoke House Deli, have joined forces to form a unique partnership. SOCIAL provides a natural space for creators to come together, offering a platform where they can collaborate and share their work. By fostering these connections, SOCIAL plays an important role in enabling local communities, creating a vibrant environment where creativity and community spirit thrive.
The essence of this partnership lies in its mission to empower creators across multiple cities to curate compelling narratives that celebrate the essence of their local neighborhoods. From the bustling streets of Hauz Khas to the charm of bylanes of Khar, from the vibrant spirit of Church Street to the yet-to-be-discovered gems, this collaboration brings in a new era of discovery and celebration of local culture.
Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality Pvt. Ltd. commented, "With the creative prowess of creators like comedians, writers, dancers, podcasters, visual design artists, poets, and more, we aim to showcase rich narratives that flaunt different aspects of neighborhoods and bring together local communities in the pincode. This partnership is a milestone development in discovery and celebration of local talents, paving the way for new initiatives in the F&B industry."
Sharing his thoughts on the partnership, Dhruv Chitgopekar of Big Bang Social said, "At Big Bang Social, we are committed to providing creators with a platform to amplify their voices and showcase their unique perspectives. In this partnership, we seek to bring in a creative renaissance, where creators are empowered to weave narratives that align with the soul of neighborhoods, giving birth to a sense of exploration and pride in the local culture among patrons of SOCIAL."
Go here to see the original:
Impresario's SOCIAL and Collective Artists Network's Big Bang Social join forces - Adgully
On Monday, U.S. Surgeon General Vivek Murthy said he wants Congress to allow for warning labels to be placed on social media sites advising of the negative effects the platforms could have on adolescents mental health.
The warning labels would be like ones on tobacco and alcohol products, warning that social media has not been proven safe, Murthy wrote in an op-ed for the New York Times. He said some research shows that teens spending more than three hours a day on social media have a higher risk of mental health problems.
But the efficacy of such a label and whether itd even be allowed is up for debate, according to Northeastern University experts.
Warning labels on media images that have been digitally modified are ineffective in preventing the negative effects of media images on body image at best, said Rachel Rodgers, an associate professor of applied psychology at Northeastern. At worst they actually exacerbate these effects.
Rodgers, who specializes in body image, did a meta-analysis of the experimental literature on this topic and found that there is no benefit to body image when it comes to labels on altered photos.
Moreover, from a systemic perspective, using warning labels allows harmful industry practices to continue rather than leveraging systemic change, and places the burden on the user to protect themselves from something harmful, Rodgers said. When the user is a vulnerable young person, this is not an ethical stance.
The use of such a label would have to be passed by Congress, but its also unclear if it would be upheld by the Supreme Court if it were challenged in court. And many such health labels have faced legal challenges.
Claudia Haupt, a professor of law and political science at Northeastern, said that the Supreme Court has been aggressive in enforcing the First Amendment and using it as an argument against warning labels.
Theres been litigation over warning labels in the past, Haupt said, with companies arguing against putting graphic labels on cigarette cartons and signs at crisis pregnancy centers stating theyre not health care providers.
The big problem with compelled disclosures is basically youre telling the company to tell the consumer that their own product is dangerous, Haupt said. They dont particularly like that because who wants to say, The thing Im trying to sell you might actually cause you harm.
She added that its likely social media companies would push back on a warning, if one were passed, claiming its infringing on their First Amendment rights.
In the past, she said, the Supreme Court has sided with companies on this. Haupt, along with Wendy Parmet, director of Northeasterns Center for Health Policy and Law, published research on this, looking into the courts history when it comes to health warnings.
Over time, the balance has shifted, Haupt said of the pairs findings. When public health would win in the past, free speech would be more likely to win. That would be relevant for all kinds of contexts where speech is used to inform the public about a public health danger. The First Amendment gets more and more leeway in the courts so it becomes more and more difficult to actually compel companies to warn about their products.
Haupt said Murthys push for a label that specifically targets young people might be better received, but ultimately it will come down to the precedent set in the crisis pregnancy center case that said disclosures have to be purely factual and uncontroversial.
The First Amendment itself doesnt say anything about this, Haupt said. Its just the courts interpretation. You can debate whats purely factual, whats uncontroversial. And then we get back to what kinds of harm does social media consumption potentially cause and is that worth limiting speech? Thats the ultimate question. Its really hard to predict what the court will do with this.
What could be a more effective approach to combating the negative effects of social media, Rodgers said, is including social media literacy education in youth programming and developing policies and practices to focus on risk protection while also teaching youths to use social media in a positive way. The former could involve guidance from adults, including parents who can monitor childrens use.
I think social media use, when thoughtful, can bring a number of benefits, Rodgers said. This is not the same as being safe. I do believe there are ways of using social media in which the benefits largely outweigh any detrimental effects. However, this would be a very careful, deliberate, in some ways limited and controlled use of social media, informed by strong media literacy, and strategically implementing and leveraging the affordances of platforms to tailor ones online experience.
More here:
Why Putting Warning Labels on Social Media May Not Work - Northeastern University