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Going short to go long: The symbiotic relationship between short-form and long-form content
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.
VP Head of Corporate Research, Warner Bros. Discovery
Natasha Hritzuk serves as head of corporate research for Warner Bros. Discovery. In this role, she focuses on delivering studies that optimize the current business across all the company’s enterprise assets, as well as identifying new consumer opportunities that reflect shifts in the entertainment ecosystem. Additionally, she supports WBD’s CSR and government affairs teams.
Prior to this role, Natasha served as VP, global consumer insights, HBO Max at WarnerMedia. During her time in this role, she launched HBO Max Insiders, a members-only online community of subscribers to gain deeper consumer insights to inform business strategy. Before that, she was VP, consumer insights at Turner where she led the Future of Advertising initiative including heading up AdLab, an industry consortium tasked with building digital advertising experiences optimized for both consumers and marketers. She also provided a roadmap for a consumer-centric data acquisition strategy to support the development of the WarnerMedia Consumer Privacy Center.
Natasha holds a doctorate in political psychology and political behavior from Columbia University and bachelor’s and master’s degrees from the University of Calgary.
Prior to this role, Natasha served as VP, global consumer insights, HBO Max at WarnerMedia. During her time in this role, she launched HBO Max Insiders, a members-only online community of subscribers to gain deeper consumer insights to inform business strategy. Before that, she was VP, consumer insights at Turner where she led the Future of Advertising initiative including heading up AdLab, an industry consortium tasked with building digital advertising experiences optimized for both consumers and marketers. She also provided a roadmap for a consumer-centric data acquisition strategy to support the development of the WarnerMedia Consumer Privacy Center.
Natasha holds a doctorate in political psychology and political behavior from Columbia University and bachelor’s and master’s degrees from the University of Calgary.
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