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About
While Gen Z and Millennial audiences are spending increasing amounts of time on platforms like YouTube and TikTok, our research shows a symbiotic, rather than antagonistic, relationship between short-form content and long-form content. Through a multipronged approach, we illuminate the motivations and drivers of their favorite long-form content, in which short-form content serves a critical role.
Key takeaways:
1. Diving below the surface to uncover opportunities for your brands/categories.
2. Integrating mixed methods – qualitative research, quantitative research, expert interviews, first-party data, etc., for a full portrait.
3. Tailoring the storytelling to the audience.
Featured Presenters
Executive Director, Warner Bros. Discovery
Vera Chien is a research leader with 20+ years of experience in insights, analytics, CX and UX – spanning entertainment, media, gaming, technology and consumer products. Vera is executive director at Warner Bros Discovery, where she leads research on the entertainment landscape, corporate strategy and emerging opportunities.
