The year 2024 unfolds as a period of transformation and evolution for U18s and their families, marked by innovative trends that impact digital consumption and interaction. From the fast-paced gaming world to the reinvention of cinema and the rise of subscriptions in the entertainment industry, let's explore together the fascinating trends that define this new era.
The influence of gaming on mass consumption:
According to Askids, the data and insights platform for the U18 segment, reports that 42% of Latin American children and teenagers between 6 and 18 years old invest money in games like Fortnite, while 33% do so in Roblox.
This phenomenon not only redefines entertainment but also becomes an opportunity for brands targeting kids & teens, generating new sources of inspiration and content, as well as an authentic connection with the audience through gaming experiences.
From script to improvisation:
The audience seeks more organic connections, favoring scrappy and less elaborate content. Platforms like YouTube have responded to this demand with the shorts tool, allowing short and amateur formats. This shift is also reflected in games, where selected avatars are peculiar and unconventional, demonstrating a preference for authenticity.
Data privacy and COPPA update:
For 57% of kids & teens in Latin America, their safety when connecting to the Internet is a concern. With growing global awareness of the misuse of personal data, stricter regulations for the industry are expected, including updates to COPPA.
Technology and data for U18 campaigns:
In the advertising field, technology and data become essential for campaigns targeting U18 audiences. With stricter laws and the end of third-party data, the industry is adapting to a model based on technology and data to optimize advertising investment.
An interesting fact for everyone is that 7 out of 10 dollars invested in advertising to reach U18s are wasted when using platforms designed for +18 audiences.
The gaming industry with more subscriptions:
68% of U18s in the United States have at least one video game subscription. This model offers benefits such as online play, a broad catalog, and exclusive promotions, attracting this demographic group more and more.
The revenge of Cinema:
Cinema resurfaces among U18s, with 84% in Mexico attending theaters in 2023. This creates opportunities for brands through product licensing of iconic characters.
Redefining sports consumption on screens:
57% of teenagers in Brazil consume football content.
Innovative proposals like the Kings League leverage the potential of social media and streaming platforms, offering opportunities for brands in these new and growing spaces.
Streaming, the medium with sustained growth:
Streaming emerges as the only medium with sustained growth in line with age, influencing subscription decisions on platforms for 40% of parents.
Gamification and integration of mixed realities:
Both trends will transform user interaction, marking a shift towards the metaverse and gaming platforms.
Metaverse, the future of e-commerce:
With millions of active users on platforms like Roblox and Fortnite, a significant improvement in the integration of transactional dynamics and e-commerce is anticipated, providing brands with the opportunity to focus on strategies more oriented towards direct conversion from these immersive virtual worlds.
In conclusion, 2024 presents itself as an exciting year, full of opportunities and challenges for brands seeking to connect with U18 audiences and their families in a constantly evolving digital world. If you enjoyed the content and want more details, we share our exclusive landing.
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