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Issue link: https://digital.macdirectory.com/i/1134553
Vertical Video Entry – TikTok, a social media firm based in China, has gained a foothold in the US and other countries, enabling people to produce and distribute their own "made for phone" videos. Every social media site is launching video apps because selfie photos are so yesterday. Source - Tiktok New Content Trend – It's true, the large home screen is still the screen of choice for people who want to spend time – lots of time – watching the news, entertainment, information and stuff. But in just a few years, the screen in the hand has gained viewership—especially with people who have had phones in their hand from the very beginning. Source - Nielsen However, the idea that our close bond to our smartphones, even when they aren't being used, could be a mild form of addiction. But rather than focus on all smartphone users, Katzenberg and all content producers/ distributors need to focus on the Gen Zers. Those folks born between 1995 and 2015 represent the largest cohort by number of any generation alive. They are on track to become the largest generation worldwide (32 percent of 7.7B people). The smartphone isn't just a tool to them, it's an integral part of who they are, what they do even when they're not using it … it's just there. Gen Zers are always on, and one of the main things they are using their devices for is video. Nearly half spend nearly three hours daily with video channels like YouTube and the new TikTok. A study by AwesomenessTV noted that 71 percent of their entertainment is streaming and that they watch nearly 70 videos a day. According to Nielsen, more than 168 million users accessed video on their smartphone in the last quarter. While TV still has greater reach, smartphone viewing still outstrips computer or DVD viewing. Smartphone apps consume more user time than streaming video. One of Jeffery Katzenberg's many goals is to bring together great TV viewing and short- form video on the smartphone, so it becomes a major source of news and entertainment for