Understanding Young Audiences

Being more relevant to younger audiences is one of the recommendations of the Vision2020 report. Therefore, it is a priority for the EBU to support our Members to reach young audiences more efficiently.

As a result, we have created Y-NOW, an internal group of multi-disciplinary and innovative colleagues tasked with exchanging ideas and sharing knowledge to understand the behaviour and of the digital natives, to anticipate trends and to inspire other colleagues to embrace creative initiatives to reach the millennials.

But how can we help Members efficiently? What do they need from us? What is already being done? What is working and what should be improved or developed further? Answering these questions was the aim of the discussions held with Members.

Colleagues working with existing expert groups in the Media Department provided us with contacts of colleagues in Member organizations that would allow us to have a general overview of the current situation and needs in the field. In all cases, the stakeholders were happy to share their views about an issue that is a clear strategic priority for all public service broadcasters.

This document contains a summary of the most important findings from the discussions. We are confident of the value of the findings because the reactions and answers were in most cases similar and provide us with concrete guidelines about how to move forward with the initiative.