Monthly Archives

April 2015

Live at Five or Not

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Viacom reveals the proliferation of avenues for accessing content is creating more “multi-screeners” among people age 13-44 who watch broadcast and cable TV shows. Multi-screeners are people who watch live TV and use network/show apps or websites or download-to-own sources such as iTunes.

Nonetheless a substantial number continue to watch only live TV (i.e. single-screeners). Gen X has a heavy reliance on live TV (45 percent only watch live TV). Millennials tend to stream more online and thus a lower number (33 percent) say they only watch live TV, but teens behave more like Gen X with 45 percent watching only live TV.

Multi-screeners continue to be fans of live TV with 47 percent saying it’s important to watch their favorite shows live. They also say having more ways of accessing shows helps them try more programs (79 percent) and 78 percent wouldn’t have become fans of some shows if they couldn’t watch in multiple ways. Multi-screeners also appear to have stronger network loyalty compared to those who only watch on a TV screen with 45 percent of multi-screeners saying they are loyal to a few networks versus 28 percent of single-screeners.

Twittering Tweens and Teens

By | Acumen Insights | One Comment

Twitter use is particularly high among girls age 12-15 (49 percent) according to KidSay and also relatively high among tweens (ages 8-11) with almost one quarter saying they use the social network.

What attracts young users to Twitter? For girls, it’s the ability to scan through a relatively clutter-free feed (compared to Facebook) so they are always up-to-date and “in the know.” For boys, the attraction is a forum unguarded by Mom and Dad that serves as a quick reference for sports stars, scores and connecting with friends. Kids overall (age 8-15) told KidSay they prefer to follow famous people over brands.

Cutting Back but Not on Coffee

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Survey by Fluent reported by eMarketer found 44 percent of U.S. college student internet users planned to spend less this year on school items because they already owned much of what they needed. Nearly 28 percent said they would find ways to cut costs for school items so they could continue to buy them.

Despite plans to cut back on school items, only 25 percent planned to cut back on discretionary spending (e.g. coffee, concert tickets and other entertainment) and one-third planned to spend more on these items.

When making their back-to-school purchasing decisions, college students are mostly influenced by what their friends have to say. Nearly 59 percent said friends’ recommendations are “very influential” and 35 percent said they are “somewhat influential.” Coupons and sales deals delivered via computer and mobile are the next greatest influencers; 55 percent say PC versions are very influential and 45 percent say the same about mobile coupons and sales deals.

The Facebook Sky Is Falling

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Adding to the conversation about Facebook’s relevance to teens is the fall 2014 semi-annual study of teens by Piper Jaffray. The study finds Facebook use among teenagers aged 13 to 19 plummeted from 72 percent in spring 2014 to 45 percent in fall 2014.

Unfortunately the study offers little explanation why teens like or dislike Facebook. Research and anecdote from other sources suggest it has something to do with the presence of adults on the site, as well as the typically high-school plagues of oversharing and in-fighting. The recent rise of anonymous social apps—things like Whisper and Yik Yak—would also seem to suggest a youthful wish to escape the confines and responsibilities of a fixed online identity.

The (Shopping) Generation Gap

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Online purchase intention rates doubled or tripled between 2011 and 2014, but not all ages are shopping online to the same degree. Millennials are leading the way, comprising half of all consumers that plan to make an online purchase according to Nielsen.

Millennials planned online purchase in the next six months included baby supplies (63 percent), personal care items (57 percent), toys/dolls (57 percent), and alcoholic drinks (57 percent). Airline tickets/reservation had the lowest planned online purchase among Millennials (50 percent).

But don’t dismiss older generations; Gen X (age 35-49) comprises 28 percent of those willing to make a purchase online, Baby Boomers (age 50-64) comprise 10 percent, and the Silent Generation (age 65+) contributes roughly 2 percent. The youngest age group, Generation Z (under age 20), comprises about 7% of those who intend to purchase online.

Brands also should consider the devices consumers use to shop. Among those who will shop or make a purchase online in the next six months, 84 percent of persons in North American will use a computer, 27 percent will use a mobile device and 26 percent will use a tablet.

How Defy Media Creates a Fun, Youthful Workspace Behind the Scenes

By | Blog

Adweek visited our LA digs right before the fun and frenzy of Newfronts week in NYC!  We think they did a great job with a pictorial peek into the creative work spaces that inspire our hard working team daily and deserving nods to the content we’re producing.

“DEFY Media knows what the kids want.

As one of the largest original content creators for the 13 to 34 demo, with a large chunk of content directed toward kids 13 to 17, the digital production company, by its own estimate, reaches about 150 million viewers a month. Defy Media was started in 2013 with the merger of Web video giants Alloy Digital and Break Media, creating a stellar collision.


“Honest Trailers” Wins an IAWTV Award

By | Blog

Congrats to everyone on the Screen Junkies and Honest Trailers team as they took home the IAWTV Award for “Best Comedy Series” this week in Vegas.

With more than 4.2M subscribers, the Screen Junkies channel continues to grow with a passionate fan base. Be sure to subscribe:


By | Press Releases

The AwesomenessTV/Defy Media Co-Production Features Digital Superstars Anthony Padilla and Ian Hecox of SMOSH in Their First Feature Film

LOS ANGELES, April 15 – SMOSH: The Movie, co-produced by Defy Media and AwesomenessTV, will have its gala world premiere on July 23 in Anaheim, CA adjacent to Vidcon, the world’s largest annual gathering of digital stars and their fans.

 SMOSH: The Movie, stars comedy duo Anthony Padilla and Ian Hecox who are best known to their 30 million YouTube subscribers as SMOSH, a Defy-owned property. The film was jointly financed by AwesomenessTV, a multi-platform media company serving the global teen audience, and DEFY Media, a leading independent creator and distributor of digital content.

In addition to Padilla and Hecox, SMOSH: The  Movie features YouTube Stars Jenna Marbles, Grace Helbig, Harley Morenstein, Mark Fischback (Markplier) and Dominic “D-Trix” Sandoval (with over 40 million combined subscribers), as well as Jillian Nelson, Brittan Ross, “Stone Cold” Steve Austin and Michael Ian Black.

SMOSH: The Movie marks a major next step in serving the millions of SMOSH fans and an opportunity to entertain millions more. With so many loyal fans expected at this year’s Vidcon event, where we will also celebrate SMOSH’s ten year anniversary, we couldn’t think of a better place to debut the movie,” said Defy Media CEO Matt Diamond.

“With SMOSH: The Movie, we are going to build upon  what we learned from the release of Expelled, the #1 Social Movie of 2014 that debuted at the top of the iTunes charts,” said Brian Robbins, CEO and Founder AwesomenessTV.   “Loved by our audience, SMOSH is a huge digital brand and Ian and Anthony are big time comedic talents.  This film was a natural for us to produce and now distribute with Defy.”

SMOSH: The Movie will be launched in theatrical release immediately followed by Digital HD and major Video on Demand platforms.

SMOSH, one of DEFY Media’s most iconic properties and an online fixture since 2005, is currently the largest content brand for 13-17 year olds. With over 30 million combined YouTube subscribers, 20 million social followers and 17 million monthly unique visitors, SMOSH has one of the strongest digital footprints of any media brand in existence today.  Based on the strength of this audience, SMOSH has also seen multiple chart-topping musical endeavors, record-setting channel spinoffs and top-selling mobile and game apps, with more than two million downloads to date.

A high-concept Bill & Ted’s Excellent Adventure for 2015, SMOSH: The Movie revolves around Ian and Anthony’s adventure through the YouTube portal to delete an embarrassing video of Anthony before his high school crush, Anna, has the chance to see it.  They run into one YouTube celebrity after another on their quest to rewrite history before their high school reunion.

SMOSH: The Movie was written by Eric Falconer (Blue Mountain State, How I Met Your Mother) and directed by Alex Winter (Bill & Ted’s Excellent Adventure, Freaked).  The executive producers are Barry Blumberg, Brett Bouttier, Joe Davola,Shauna Phelan, Anthony Padilla and Ian Hecox.  Brian Robbins (Varsity Blues, Expelled) serves as producer.

The SMOSH Movie was partially shot at YouTube Space LA.


About Defy Media

DEFY Media is the top digital producer and programmer for 13-34 year olds, and the largest owner of YouTube channels and leading media brands across the comedy, lifestyle and gaming verticals.  Each month, DEFY-produced content generates 500 million video views and reaches 125 million viewers across our 50 million YouTube subscribers, 80 million unique web visitors and consumers of our apps, which have been downloaded over 22 million times.  DEFY Media brands include Smosh, recently named by Variety as the top brand for 13-17 year olds, Break, known for its top program “Prank It Forward”, and Screen Junkies, home to the highly influential digital series “Honest Trailers”.  The world’s top brands partner with DEFY to build immersive advertising solutions that deliver unparalleled access to this influential audience. With uniquely integrated capabilities in content development, studio production, distribution and promotion, DEFY Media is built for content delivery in the digital age. Please visit us at


About AwesomenessTV

AwesomenessTV is a multi-platform media company owned by DreamWorks Animation (Nasdaq: DWA) and Hearst Corporation, which has a 25% interest. Included under the AwesomenessTV banner are AwesomenessTV, the leading YouTube channel serving the global teen audience; the ATV Network, a community based MCN with over 7.5 billion views; DreamWorksTV; Big Frame Management; as well as consumer products, music, publishing, and branded entertainment divisions. AwesomenessTV also produces television series and theatrical films, such as the #1 social movie of 2014, Expelled; the AwesomenessTV series and Terry The Tomboy movie on Nickelodeon; and Richie Rich on Netflix. AwesomenessTV was founded by Brian Robbins (Smallville, Varsity Blues, All That) and Joe Davola (In Living Color, Smallville, MTV Networks).

Credit or Debit

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A study by reported by CNN revealed 51 percent of consumers age 18-to-29 choose plastic over cash for purchases under five dollars compared to only 18 percent of consumers 65-plus. But these Millennials prefer debit cards 3-to-1 over credit cards, suggesting the demographic is hesitant to generate potential debt.

A survey commissioned by Bankrate found 63 percent of 18-29 year olds don’t have a credit card, compared to 35 percent of persons age 30-plus. The fear isn’t unfounded given Millennials who do have credit cards aren’t as good at paying down their bills as other groups. Only 40 percent of people ages 18-to-29 pay off their balances in full each month, compared with 53 percent of adults 30 and over. Additionally 18- to 29-year-olds are more likely to miss payments completely.

Millennials Text and Talk

By | Acumen Insights | One Comment

Millennials’ highly social nature has huge implications for brands, yet confusion remains about where their social activity takes place. Keller Fay Group says Millennials account for 689 million word of mouth (WOM) impressions about brands per day. In fact Millennials are 10 percent more likely to discuss media or marketing when they talk about brands compared to other groups. However Keller Fay found 84 percent of these WOM impressions result from face-to-face rather than digital conversations.

Nearly two-thirds of conversations about brands include references to things seen online, on TV, at the point of sale, or other contact points used by brands. Digital media is the top source of references for Millennials with fully 25 percent of their conversations including references to things they’ve seen online versus 19 percent for non-Millennials. Television ranks second at 17 percent for Millennials and 18 percent for non-Millennials.