Brands like Netflix didn’t explode into the global platform they are today without a little (digital) help. The same social platforms that changed a marketer’s access to audiences all over the world has also fostered the growth of global trends.
As such, we weren’t surprised to learn from our study on the 2018 State of Social Video that where Millennials hail from now has less of an impact on how and where they consume media.
MILLENNIALS ARE NOT BOUND BY LOCATION
The Financial Times named Millennials “the biggest global generation” and “the most powerful consumers.” Starting next year, Millennials will outnumber Baby Boomers, becoming the core of consumers for businesses across the world. Thanks to their widespread use of social and their habit of digital curiosity, their tastes are new, expansive, and inclusive.
TRENDS ARE GOING GLOBAL
When comparing response data on platform preferences between Gen Z and Millennials in Germany and the US, results surprisingly were similar. It turns out social platform usage in the US and Germany only differs by about 6% in regards to YouTube, Facebook, and Pinterest, with Germans turning to these platforms more often than Americans. As for Instagram, Snapchat, and Twitter? Usage was practically identical.
These stats tell a powerful story: Trends no longer stay within country lines. Similar to how Netflix is no longer a small American DVD supplier, social trends are not constrained by geographies. Instead, they spread like wildfire, with some platforms (like Instagram) gaining global adoption almost overnight.
As VidMob’s study reinforces, millennials have a more global perspective. Not only did they grow up in an age where the world’s mass medium transitioned online, they can connect with friends, influencers, artists, and celebrities from all around the world—with just the tap of a finger. As audiences become more global, our world becomes smaller.