{"id":139826,"date":"2023-06-15T09:03:56","date_gmt":"2023-06-15T09:03:56","guid":{"rendered":"https:\/\/amplify.nabshow.com\/?post_type=articles&#038;p=139826"},"modified":"2024-09-14T20:58:34","modified_gmt":"2024-09-14T20:58:34","slug":"capitalize-evan-shapiro-media-consumption","status":"publish","type":"articles","link":"https:\/\/jwolfepr.com\/dev\/articles\/capitalize-evan-shapiro-media-consumption\/","title":{"rendered":"Evan Shapiro: What\u2019s Changing (and Changed) in Media Consumption"},"content":{"rendered":"\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns article-content is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/television-article.jpg?ssl=1\" alt=\"\" class=\"wp-image-131195\"\/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">TL;DR<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Media cartographer Evan Shapiro delivered the closing keynote address at Streaming Media East, providing a close look at the latest consumer data in the global streaming marketplace.<\/em><\/li>\n\n\n\n<li><em>It\u2019s critical for stakeholders to understand shifts in demographics in the world\u2019s population, Shapiro says, in order to identify untapped markets.<\/em><\/li>\n\n\n\n<li><em>Younger generations are more likely to pay for services they want, he says, because they\u2019ve been trained to do that since birth.<\/em><\/li>\n\n\n\n<li><em>Shapiro predicts that the current advertising recession in the US will end in July, but that doesn\u2019t necessarily mean the outlook is rosy.<\/em><\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<p>Evan Shapiro loves to talk. And that\u2019s a good thing, because his insights into the Media &amp; Entertainment industry are invaluable, plotting the effects of disruption as the streaming universe changes its gravitational pull and reforms itself around new business models. The media cartographer and ESHAP CEO \u2014 known for his detailed maps and accompanying analysis charting the media universe \u2014 provided a close look at the latest consumer data at the Streaming Media East conference. You can watch the full session, \u201c<a href=\"https:\/\/youtu.be\/XjLPicrvu8g\" target=\"_blank\" rel=\"noreferrer noopener\">The Mind of the Modern Media Consumer<\/a>,\u201d in the video below.<\/p>\n\n\n\n<p>(Shapiro has been talking up a storm lately, making the rounds on multiple continents with his latest presentation, \u201c<a href=\"https:\/\/eshap.substack.com\/p\/im-with-stupid\" target=\"_blank\" rel=\"noreferrer noopener\">Yes, And: How To Survive The Media Apocalypse<\/a>.\u201d)<\/p>\n\n\n\n<p>Shapiro spoke about shifts in consumer demographics, how streaming is changing the television landscape, and survival tactics for an increasingly volatile ecosystem. He also predicted that the current advertising recession will end in July, with new data to back up that claim, and identified the biggest areas for growth.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/2023-Media-Map-full-size-1-1-scaled.webp?ssl=1\" target=\"_blank\" rel=\"noreferrer noopener\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"371\" data-attachment-id=\"168385\" data-permalink=\"https:\/\/jwolfepr.com\/dev\/articles\/capitalize-evan-shapiro-media-consumption\/2023-media-map-1200\/\" data-orig-file=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/2023-Media-Map-1200.jpg?fit=640%2C371&amp;ssl=1\" data-orig-size=\"640,371\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"2023-Media-Map-1200\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Click here or on the image above to view a larger version of the 2023 media map. Cr: Evan Shapiro &lt;\/p&gt;\n\" data-large-file=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/2023-Media-Map-1200.jpg?fit=640%2C371&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/2023-Media-Map-1200.jpg?resize=640%2C371&#038;ssl=1\" alt=\"Click here or on the image above to view a larger version of the 2023 media map. Cr: Evan Shapiro \" class=\"wp-image-168385\" style=\"width:840px;height:auto\" srcset=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/2023-Media-Map-1200.jpg?w=640&amp;ssl=1 640w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/2023-Media-Map-1200.jpg?resize=300%2C174&amp;ssl=1 300w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/2023-Media-Map-full-size-1-1-scaled.webp\" target=\"_blank\" rel=\"noreferrer noopener\">Click here or on the image above to view a larger version of the 2023 media map.<\/a> Cr: Evan Shapiro <\/figcaption><\/figure>\n\n\n\n<p>\u201cConstant disruption is now the operating system of our ecosystem,\u201d Shapiro said in his opening remarks, noting that his job is to help stakeholders survive what he calls \u201cthe current media apocalypse.\u201d<\/p>\n\n\n\n<p>In a global marketplace, Shapiro said, it\u2019s important to understand the demographic changes in the world\u2019s population. \u201cOne of the things that you have to know is that the population on the planet Earth is completely different now from what it is when most of us were growing up,\u201d he said, pointing out that 63% of the world\u2019s population is now under the age of 40. \u201cSo If you&#8217;re over the age of 40, you&#8217;re in a minority for the first time in your life.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The Mind of the Modern Media Consumer\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/XjLPicrvu8g?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">Watch the full session, \u201cThe Mind of the Modern Media Consumer,\u201d above.<\/figcaption><\/figure>\n\n\n\n<p>But what\u2019s even more critical to understand, says Shapiro, is how the demographics break down across regions: 33% of the world\u2019s population is under 20, but that number changes drastically by region. In North America it\u2019s 25%, and in Europe it\u2019s 21%, but in Asia and Latin America that figure jumps to 32%, and in Africa it\u2019s a whopping 51%.<\/p>\n\n\n\n<p>\u201cHalf of the fastest growing economies on the face of the earth are in Africa,\u201d he says. \u201cSo think about the world as you think about your business, look for opportunity outside of where you\u2019re operating today.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">READ MORE: <a href=\"https:\/\/amplify.nabshow.com\/articles\/capitalize-media-entertainment-reassembled\/\" target=\"_blank\" rel=\"noreferrer noopener\">Evan Shapiro: M&amp;E Is Being Reassembled in Real Time (NAB Amplify)<\/a><\/h3>\n\n\n\n<p>Shapiro also tackled misconceptions that younger consumers don\u2019t want to pay for services. That\u2019s \u201cabsolutely untrue,\u201d he said, \u201cThe younger consumer is more apt to pay for services. They want to pay for media. We\u2019ve raised three generations, the youngest generations, the largest generations, the most diverse generations on the planet, to pay for their media.\u201d<\/p>\n\n\n\n<p>He also pointed out that, according to surveys, the most important things to young subscribers are \u201crelevant content, original content, refreshed content, and library size,\u201d all of which are ranked as more important than cost.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"800\" data-attachment-id=\"168386\" data-permalink=\"https:\/\/jwolfepr.com\/dev\/articles\/capitalize-evan-shapiro-media-consumption\/cr-eshap\/\" data-orig-file=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/ESHAP-PRESENTATION-01.jpg?fit=1200%2C800&amp;ssl=1\" data-orig-size=\"1200,800\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"Cr: ESHAP\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/ESHAP-PRESENTATION-01.jpg?fit=1024%2C683&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/ESHAP-PRESENTATION-01.jpg?resize=1200%2C800&#038;ssl=1\" alt=\"\" class=\"wp-image-168386\" srcset=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/ESHAP-PRESENTATION-01.jpg?w=1200&amp;ssl=1 1200w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/ESHAP-PRESENTATION-01.jpg?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/ESHAP-PRESENTATION-01.jpg?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/ESHAP-PRESENTATION-01.jpg?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/ESHAP-PRESENTATION-01.jpg?resize=640%2C427&amp;ssl=1 640w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption class=\"wp-element-caption\">Cr: ESHAP<\/figcaption><\/figure>\n\n\n\n<p>Not thinking globally is a sure business-killer, Shapiro insists, using Roku as an example. \u201cRoku is the number-one platform for streaming television on the planet Earth,\u201d he said. \u201cThey\u2019re not in the top five anywhere outside of the United States. So if you think about how to lose your business, focus only on America. And if you wanted to look at a good case study, look at Roku\u2019s stock price over the last 24 months. Not a good story. Right? They moved far too late to go global, and it\u2019s killing them right now.\u201d<\/p>\n\n\n\n<p>Companies like Samsung and Google, Shapiro said, are the new gatekeepers, and \u201cin many cases, also your direct competitors.\u201d<\/p>\n\n\n\n<p>Samsung has already moved into publishing content, he said, noting that that streamers have to be included in the company\u2019s home screen offerings to be considered a global publishing brand.<\/p>\n\n\n\n<p>\u201cGoogle is the direct competitor and an aggregator of yours. So this idea that we have these \u2018frenemies\u2019 I am now rebranding them \u2014 or trying to &nbsp;\u2014 into collaborators. You\u2019re competing with them. And you also have to bear hug them, you don\u2019t have a choice,\u201d he continued.<\/p>\n\n\n\n<p>\u201cThe idea that you\u2019re going to be able to operate around these collaborators, specifically, Google is adorably naive, it\u2019s just not possible. So you have to think about a way to both compete with them, and collaborate with them simultaneously.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Streaming Usage By the Numbers\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/pu85ScO-_og?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">READ MORE: <a href=\"https:\/\/amplify.nabshow.com\/articles\/capitalize-evan-shapiro-streaming-habits\/\" target=\"_blank\" rel=\"noreferrer noopener\">Evan Shapiro: Streaming Habits Have Shifted (Again)\u2026 Here\u2019s How and Why (NAB Amplify)<\/a><\/h3>\n\n\n\n<p>But what about that ad recession, you ask? Shapiro had plenty to say about that, along with some cold, hard data to back everything up. The upshot is that churn is the killer of advertising. \u201cSerial churning is the new channel changing,\u201d he said, and \u201cwhen somebody cancels a subscription, not only do [streamers] lose that subscriber revenue, they also lose those ad impressions.\u201d<\/p>\n\n\n\n<p>In Q4 of last year, Shapiro noted, SVODs signed up 41.3 million new subscribers and lost another 33.8 million subscribers, an 82% loss. \u201cThat\u2019s a shitty business, and, by the way, not great for advertisers,\u201d he commented.<\/p>\n\n\n\n<p>The US advertising market has experienced nine months of decline, Shapiro observed, but \u201cbold prediction for you \u2014 the ad recession will end in July.\u201d<\/p>\n\n\n\n<p>Math, he says, has provided the answers. \u201cThe reason why we\u2019re in an ad recession is primarily due to the comparison to the year prior,\u201d he says, looking at ad revenue from the first quarter of 2022.<\/p>\n\n\n\n<p>\u201cIt\u2019s hard to keep that pace up,\u201d he adds. \u201cNow in July, the comparison is going to be a lot easier than it was a year ago. The ad recession is going to end magically in the middle of this summer, because math, and you\u2019re going to hear about how advertising is back this fall.\u201d<\/p>\n\n\n\n<p>The outlook isn\u2019t entirely rosy, however, Shapiro warns: \u201cWhat\u2019s going to happen though, is not all the ads are going to be shared equally amongst all the players. Because gravity sucks. Ads are going to go where the ads are most effective; ads are going to go where the ads are already working.\u201d<\/p>\n\n\n\n<p>Head over to Shapiro\u2019s blog on Substack, <em>Media War &amp; Peace<\/em>, to download the full deck for \u201c<a href=\"https:\/\/eshap.substack.com\/p\/im-with-stupid\" target=\"_blank\" rel=\"noreferrer noopener\">Yes, And: How To Survive The Media Apocalypse<\/a>.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">READ MORE: <a href=\"https:\/\/amplify.nabshow.com\/articles\/capitalize-evan-shapiro-media-universe-lifestyle-bundles-web3\/\" target=\"_blank\" rel=\"noreferrer noopener\">Amp\u2019d About: the Media Universe and Evan Shapiro (NAB Amplify)<\/a><\/h3>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Media cartographer Evan Shapiro delves into the mind of the modern media consumer, providing analysis of the latest audience data.<\/p>\n","protected":false},"author":2,"featured_media":168384,"menu_order":0,"template":"","meta":{"_acf_changed":false,"_breakdance_hide_in_design_set":false,"_breakdance_tags":""},"categories":[248],"class_list":["post-139826","articles","type-articles","status-publish","has-post-thumbnail","hentry","category-amplify"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Evan Shapiro: What\u2019s Changing (and Changed) in Media Consumption | Jennifer Wolfe<\/title>\n<meta name=\"description\" content=\"Media cartographer Evan Shapiro delves into the mind of the modern media consumer, providing analysis of the latest audience data.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" 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