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Millennial Media Consumption, The Evangelical Marketplace, and Niche-as-Strategy: Pt. 1


Dead Reckoning and what we intend to do with it. And by “we,” I’m referring to the great people I have on board and our donors. I posted the story of how we got started here and this is diving into the world of where we intend to go and why. So if you dig being on the bleeding edge of content creation, this could be interesting, if not, you might want to travel elsewhere.

I’m going to pull this post and part 2 directly from our Prospectus. Part 3 will look at our strategy from a unique perspective- what I’ve found myself describing as “Niche as strategy” vs. the common approach as “niche as challenge” posed by more traditional content brands and networks.

But of course, my beliefs and ideas at this point are founded in theory because no hard case studies really exist. Which brings me to the point of these posts. We could be a case study! I’ve never found holding experience close to the chest as a good thing. A lot can be learned from failed efforts. Naturally, we hope to succeed beyond our wildest dreams, but regardless, this can be material others can glean experience and knowledge from as we content types attempt to navigate the “wild west” of our content and technological landscape.

(That said, we’ve all seen how successful the RIAA’s and efforts at DRM have been…NOT- I’m not even going to attempt fight that battle- so we’re not even bothering to charge for content or you know, try to keep our strategy a secret).

So let’s begin with Part 1.

What is Dead Reckoning

Dead Reckoning seeks to be the preeminent digital entertainment brand for intelligent, non-fiction content produced from a self-consciously Christian worldview.

The following stats have been pulled from a variety of sources ranging from Experian and ComScore to Adobe…among others.

The Millennial Audience

Millennials make up over 25% of the US population. They are considered those born from the years 1980 through 1996. Most media organizations target this demographic both for its cultural influence and discretional spending power. I primarily see a post-Christian demographic in desperate need of religious and moral guidance at a time when life is at its most confusing and culture isn’t meshing with the beliefs with which many of them were raised. They make up over 3/4

This need is illustrated by the odd mix of values and life circumstances revealed in a recent Experian survey:

  1. 68% consider themselves Christians

  2. They have high standard of spending time with family while at the same time being more progressive in belief systems:

  3. More likely to say yes to legalized narcotics.

  4. Greater likelihood to approve of pornography.

  5. More likely to be pro-abortion and for less religious freedom.

  6. Less offended and shocked than previous generations at depictions of alternative, non-biblical lifestyles such as LGBT relationships.

  7. 2/3 work for something other than the money (significance, value, well-being).

  8. They are typically at points of great transition: college, marriage, buying a house, first job, etc.

Statistically, Millennials grew up with some belief in a “higher power” that is not particularly relevant or applicable to everyday life. It should not be surprising that when they encounter major life changes or they are confronted with alternative (non-biblical) ideas that fit with their cultural lifestyle, they gravitate toward them. They lack a fixed point to orient them.

Media Consumption

Additionally, Millennials grew up in years marked by significant—no, incredible—technological development. By the time they reached high school, the majority of Millennials were adept at the use of computers and the fledgling Internet. As the first generation to grow up technologically fluent, they are considered “Digital Natives.” Many of us view smartphones, tablets, and the Internet as luxuries; for Millennials they are necessities of life.

Their media consumption habits and technological usage reflect this fact:

  1. 81% own a smartphone and use them, on average, over 2 hours a day.

  2. In America, they account for 50% of total time spent on mobile and tablet devices.

  3. Over 50% say they need constant access to the Internet.

  4. On average they spend 35 hours a week consuming digital media: 1/3 of the total American consumption of digital media.

  5. They watch an average of 356 online videos per month.

  6. 44% primarily consume online video content through Chromecast or Apple TV.

  7. They spend 50% more time watching online media than traditional TV.

Part 2: “The Evangelical Marketplace” Coming Friday

#business #community #audience #strategy #media #deadreckoning

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