Dubit presented one of the animation trends conferences during ATF. Adam Woodgate, Senior VP of Media Insights, presented Trending Asia, Winning Animation (Adult), where he delved into the ever-evolving landscape of animated content consumption among teens and young adults. Drawing upon Dubit’s global Trends surveys, Woodgate explored the critical elements for success in engaging this demographic, unraveling intriguing insights into their media habits and preferences.
Woodgate began by challenging the conventional wisdom that love for animation diminishes in the teenage years. ‘Contrary to expectations, teenagers today exhibit a strong affinity for animated content, particularly driven by anime and comedies’.
The executive commented that social media emerged as a dominant force from the moment teens wake up, while traditional TV viewing lagged. ‘The nuanced exploration of their media day shed light on the simultaneous use of various platforms, reflecting a generation adept at multitasking,’ he added.
Woodgate’s presentation delved into the tech landscape, emphasizing the rapid adoption of technology by today’s teenagers. ‘There’s a breakdown of device ownership percentages across different regions. Notably, North America exhibited a high ownership level of mobile-connected devices, with TV ownership declining among young people.
Regarding choices and genre preferences, Woodgate offered an in-depth exploration of teens’ preferences in animation genres, drawing on collaborative efforts with the target audience to categorize content. ‘We are seeing preference for humor, action, and invention, challenging creators to explore beyond traditional power genres. The breakdown of animation consumption across various devices, including smartphones, tablets, and traditional TV, provided valuable insights for content developers aiming to cater to this tech-savvy demographic.
‘This is a generation that, although not born into this world, has very quickly adopted the technology. They claim ownership and control over mobile connected devices, indicating a significant shift in how teens access and control their media content,’ he concluded.
