Industry Intelligence

We're experts in Gen Z and Millennial audiences, investing ahead of the curve in original research, proprietary data and tools. We provide custom strategy, research, and trend forecasting, with exclusive access to our TBH Community of social-first millennials. Here you'll find our latest in thought leadership and industry insights.

Social Distancing Makes the Heart Grow Fonder: Virtual Dating During Coronavirus A Roman poet once said absence makes the heart grow fonder. Present-day online daters are leaning into this romantic notion during this time of social distancing when absence is the default setting on all new relationships. Despite the physical separation much of the country is experiencing, love is still blooming: 46% of 18-34-year-olds are currently using dating apps and/or social platforms for dating, and one in five say they are using them a lot.* The pandemic has merged dating tactics of the past and the present: it’s forcing singles to engage in an extended courtship of long-distance communication, but they’re […]

More

Our Friends Live in Our Phones—How Tech is Saving Our Relationships Despite the terminology, “social distancing” is bringing many of us closer—thanks to the tech that bonds us together. When the CDC recommended that the U.S. start taking social distancing measures to prevent the spread of COVID-19 in early March, it was a new concept for most. But in the following days, weeks, and what may turn into months, people have found ways to stay connected—in fact, 58% say that during this pandemic, they have connected more deeply with friends. Last fall in our culture report Time To Hit The Reset, we found that Millennials and Gen Z were using tech […]

More

Parasite Finds A Welcoming Host—Global Entertainment Parasite soaked us in emotion—joy, horror, triumph, empathy, confusion—a true mixed bag of feelings that reflected back our shared humanity. In Bong Joon Ho’s Golden Globes acceptance speech for Best Foreign Language Film, he mused, “Once you overcome the one-inch tall barrier of subtitles, you will be introduced to so many more amazing films.”  A few weeks later, Parasite hurdled over those barriers and won the Oscar for Best Picture, a first for a foreign-language film. This historic win has been primed by a steady drumbeat of global entertainment that has entered the American cultural zeitgeist.  Last year in our […]

More

Social First: How Brands Can Optimize Their Performance Online With so many different metrics being used to measure social media campaigns, it can be hard to measure success or failure.  And even harder when you have a number, but nothing to compare it to. Does length of post matter? Is my Instagram Engagement Rate good or bad? With these questions swirling in our heads and email inboxes, Fullscreen decided to take a deep dive into the characteristics that are integral in making a campaign successful – including video length, link inclusion, and posting day considerations. Analyzing over 100 campaigns from 2016-2019, we created a benchmark report that can shed […]

More

MILLENNIAL PARENTS LOVE TECH FOR “ME TIME” AND “WE TIME” MEET THE PARENNIALS Here at Fullscreen, we are obsessed with understanding our audiences, the nuances that shape their worlds and impact their decisions. Since our inception in 2012, we have followed and grown with Millennials and Gen Z as they have come into their own. Now that Millennials in particular are in the prime of adulthood, over half (55%) are parents, a sub-segment we have affectionately dubbed Parennials. They are among the age group that Time magazine called “The Me Me Me Generation” back in 2013, but Millennials have come a long way since then, and so has technology. Their […]

More

CULTURAL SHIFTS ARE ALWAYS IN THE FORECAST When thinking about culture today, we, at Fullscreen, obsess over uncovering what’s happening in the liminal space. This is where ideas percolate, beliefs shape, and behaviors form. Transitional in nature, the liminal space is where subcultures pulsate before taking off into our collective consciousness. This year, we launched the Fullscreen Cultural Forecasting Division. This team explores trends living at the intersection of culture, entertainment, and brand intelligence to give brands an understanding of what’s new and next. Our proprietary tools help us uncover what’s happening right before it’s mainstreamed. To bring our cultural forecasting capability to life, we launched the […]

More

Instagram is Testing Removing Likes Last week Instagram revealed that it will be extending its test of hiding total like counts in the U.S. According to Instagram head, Adam Mosseri, the move is intended to help “depressurize Instagram a little bit, and make it a bit less of a competition.” The removal of likes will not only impact individual users, but influencers and brands as well. Click the link below to download the Fullscreen 411 and learn more about what to expect – and the unique implications for influencers and brands: FULLSCREEN 411: INSTAGRAM LIKES REMOVAL

More

Forget #Adulting, Halloween is a Chance for Millennials to be Kids Millennials are delaying parenthood, but that doesn’t mean they can’t enjoy Halloween. In fact, on this $9 billion holiday, they’re planning to spend more than any other demo! For them, the holiday is a chance to be a kid again. From throwing the scariest party of the year to donning costumes to watching classic scary movies, Millennials are embracing their inner child and participating in the fun.  Potent Parties When it comes to Halloween parties, there’s an upward trend of celebrations being thrown by Millennials. And they aren’t just throwing casual get-togethers. They’re crafting, making their own decorations, and preparing […]

More

Fullscreen’s Take on the State of Influencer Marketing Last week, the Wall Street Journal published an article discussing what they deem as the current state of influencer marketing. Fullscreen feels this article was both extreme and misleading. Below are a few key points from this controversial article that we disagree with and why.  Measuring Impact/Sales ROI WSJ: Measuring the Impact or Sales ROI of Influencer Marketing is impossible Fullscreen: New measurement models not only exist — but we’re using them ALL THE TIME There are viable solutions across the measurement spectrum that are helping to provide a more transparent marketplace for advertisers, such as tracking social post data […]

More

IP Protection: 5 Steps to Help Protect Your Business For every individual or organization that invests their time, money, and skills creating something new – there are others who are ready to exploit their investments for their own gain. And while many creators take some basic steps to protect their valuable assets, lack of education around effective Intellectual Property (IP) Protection creates unnecessary risk. If you are someone that is a digital creator or work for a company whose product or service is primarily digital, there are actionable steps you can take to ensure that you’re the only one monetizing on your work. While IP Protection may sound intimidating […]

More