MTV Insights

MTV Insights Official home of the MTV Insights Research team.

This one goes out to all you code-crackers of the Millennial generation, you watchers of this mercurial and beautiful next wave of 100 million freshly minted consumers, you thinkers with high MQ (Millennial Quotient), you dreamers with eyes raised not just to the rear view mirror, but to the horizon and the blue sky of the future. Hello....This is the inaugural post from the insights engine room at MTV Research. Our beta missive is clear as a muezzin's call....beware the hollow generational platitudes about the Millennials...but behold their awesome transformative power. If even one fraction of what we are learning about this super-generation is true, then even we are at a cultural tipping point....sliding into a period of radical Millenialization. Old structures will be not so much be shattered as melted, hierarchies inverted, industry paradigms shifted and power shuffled, as the whole analogue-ness of the system starts to rise on the cultural Richter scale. Strap-in while the players, the rules, the board, the whole game goes into the blender, and this generation hits the button that says 'Hi". If anyone can re-imagineer the future it is The M's. The smartest, most creative, most powerful & technologically tooled-up, the most self-aware, self-esteemed and self-possessed innovation that America has ever created. The future is, quite literally, in the 100 million mouses in their hands, in the tweets flowing by the billions from their fingers. They aren't just creating the disruptive innovations, they ARE the disruptive innovation. The writing is posted on The Wall, but it's written in magnetic poetry. And @mtvinsights is here to try to read the verses as the characters rearrange, momentarily fall into place and then swirl again, and then again. So to all change agents, innovators, dreamers for a better way we say......welcome to the Age Of The Millennials.

Mission: Our Goal: Infuse Millennial insights throughout MTV & attain “radical audience intimacy” with this generation.

"It may be best, then, that this survey took the decision out of adults’ hands and went straight to the young people t...
12/15/2015
The “Founder” Generation’s Creation Myth - The New Yorker

"It may be best, then, that this survey took the decision out of adults’ hands and went straight to the young people themselves. The results, which MTV posted last week,....give the rest of us a window onto what the rising generation thinks and dreams. The verdict was striking, if not a surprise. The kids, it turns out, want be known as the founders."

This is a generation that has seen the power of YouTube fame and the celebrity accorded startup C.E.O.s.

Check out some takeaways from Alison Hillhouse's presentation on Millennials at PivotCon:
01/27/2015
MTV’s Millennials master shares 7 secrets of a complicated generation

Check out some takeaways from Alison Hillhouse's presentation on Millennials at PivotCon:

Teresa Novellino, Upstart Business Journal Entrepreneurs & Enterprises Editor The UpTake: Pity the marketers who are trying to appeal to Millennials. From their many-shades-of-gray assessment of events to feeling overwhelmed by the sheer speed of the universe they live in, they are a complicated gen…

09/10/2013
Gay Millennials, Part 3: Running the Bases Backwards…With A Twist

GAY MILLENNIALS, PART 3: RUNNING THE BASES BACKWARDS...WITH A TWIST
By Matt Cohen

By Matt Cohen, MTV Insights When it comes to their love lives, we have found that Millennials often “run the bases backwards” — meaning that sex comes first, and relationships come second (if at all.) (See our previous post, “Love Stuck: The Meandering Path from Hook-Up to FBO”) This same patte...

MILLENNIAL BIZ BITE: THE BOOBYPACK, A TOP SHELF FANNYPACKBy Jillian Curran
08/15/2013
Millennial Biz Bite: The Boobypack, A Top Shelf Fannypack

MILLENNIAL BIZ BITE: THE BOOBYPACK, A TOP SHELF FANNYPACK
By Jillian Curran

BY: Jillian Curran What is the boobypack, you ask? The boobypack is an ‘upscale fannypack” created by Christine Conrad to revolutionize the festival-going experience and solve the problem…” Where to put my keys and wallet while fist pumping?!” MTV Insights often highlights Millennial businesses and...

MILLENNIAL PASSION COLLISION: BAKING MEETS FANDOMBy Stephanie Monohan
07/24/2013
Millennial Passion Collision: Baking Meets Fandom

MILLENNIAL PASSION COLLISION: BAKING MEETS FANDOM
By Stephanie Monohan

By Stephanie Monohan It is no secret that geek culture has gone mainstream. Millennials, especially those on the younger end of the generation, have grown up learning that not only is it acceptable to have obscure, niche, or “nerdy” interests; those things can actually make you really cool. We’ve al...

MOVIE-GOING PART 1: THE UNPLUGGED MILLENNIAL COMMUNAL EXPERIENCEBy Berj Kazanjian
07/11/2013
Movie-Going Part 1: The Unplugged Millennial Communal Experience

MOVIE-GOING PART 1: THE UNPLUGGED MILLENNIAL COMMUNAL EXPERIENCE
By Berj Kazanjian

By Berj Kazanjian, MTV Costumed Hunger Games fans at midnight premiere Photo via Associated Press/Wire Images With the Millennial generation, we’re seeing a dramatic shift in the consumption of movie entertainment to a more self-expressive, communal experience. It’s no longer unusual for friends to…

LISTICLE LIVING: WHY MILLENNIALS ENGAGE WITH HOW-TO LISTSBy Steffi Yutanhttp://www.mtvinsights.com/post/53204333783/list...
06/17/2013
Listicle Living: Why Millennials Engage with How-To Lists

LISTICLE LIVING: WHY MILLENNIALS ENGAGE WITH HOW-TO LISTS
By Steffi Yutan

http://www.mtvinsights.com/post/53204333783/listicles

By Steffi Yutan Many of the articles Millennials post online lately are in listicle-format. Real titles range from: “10 Of The Most Unhealthy Relationship Practices,” “6 Things I Regret Doing When I was 22” and “6 Indignities Every Cat Lover Must Face.” These lists are essentially guides on how to...

INTERGENERATIONAL TWITTER WARSBy Stephanie Monohan
05/23/2013
Intergenerational Twitter Wars

INTERGENERATIONAL TWITTER WARS
By Stephanie Monohan

By Stephanie Monohan The adult vs teen “generation wars” are heating up in social media. It seems everyone is hyper-consious of generational stereotypes, and ready to get in on critiquing other generations. A few recent examples: The hashtag #followateen resurfaced last week, encouraging adults to…

03/28/2013
X-HEALTHY

X-HEALTHY
By Jillian Curran, MTV Insights

By Jillian Curran, MTV Insights We always pay attention when Millennials push a boundary, so most recently we’ve been looking at the generation’s relationship to diet and exercise regimes. Veganism, Juice Cleanses, and Gluten Free diets (used specifically for weight loss) are gaining momentum on...

TUMBLR FAMOUS...THE NEW "X-FACTOR?"
03/20/2013
TUMBLR FAMOUS…THE NEW ‘X-FACTOR?”

TUMBLR FAMOUS...THE NEW "X-FACTOR?"

To paraphrase Warhol, everyone seems to be getting their 15 minutes of “Tumblr Fame.” The “Tumblr Famous,” those who gather a serious following and through this highly platform-specific notoriety, are multiplying. TF is an interesting new development in the story of social media’s ability to creat...

WHAT'S THE FUTURE OF...CELEB/FAN INTERACTION ON SOCIAL MEDIA?By Alison Hillhouse, MTV Insights
02/28/2013
What’s the Future of…. Celeb/Fan interaction in Social Media?

WHAT'S THE FUTURE OF...CELEB/FAN INTERACTION ON SOCIAL MEDIA?
By Alison Hillhouse, MTV Insights

By Alison Hillhouse, MTV Insights Thanks to Twitter, Diplo can invite fans to graffiti his photos, Khloe Kardashian wishes followers good luck on midterms and fans truly believe “artists can be your best friends.” MTV has been talking with Millennials about this narrowing distance between fans…

THIS IS YOUR BRAIN ON INSTAGRAMBy Nick Shore, MTV Insights
02/25/2013
This is your brain on Instagram

THIS IS YOUR BRAIN ON INSTAGRAM
By Nick Shore, MTV Insights

by Nick Shore, MTV Insights “We have been taking a lot of disposable camera photos and when the light is low, sometimes they create this pixelated amazingness.” - photo & quote from Beach House In the movie Being John Malkovich, when confronted with the surreal truth that people had been ren...

02/25/2013
Adulting

ADULTING
By Jillian Curran, MTV Insights

By Jillian Curran, MTV Insights A whole slew of social commentary has emerged about what it’s like to be 20-something today, with sites gaining momentum like F*ck I’m in my 20s, Thought Catalog and Adulting. On these blogs, Millennials try to dissect the dos/don’t of this somewhat ambiguous...

ZERO-DISTANCING: THE COLLAPSING DISTANCE BETWEEN FAN & CELEBRITYBy Alison Hillhouse, MTV Insightshttp://mtvinsights.tumb...
02/14/2013
Zero-Distancing: The Collapsing Distance Between Fan & Celebrity

ZERO-DISTANCING: THE COLLAPSING DISTANCE BETWEEN FAN & CELEBRITY
By Alison Hillhouse, MTV Insights

http://mtvinsights.tumblr.com/post/43099442781/zero-distancing-the-collapsing-distance-between-fan

By Alison Hillhouse, MTV Insights * Here’s a sneak peak of what’s to come in @MTVInsights presentation at Social Media Week NYC on Feb 20th * It’s no longer unusual for the biggest pop star in the world to wish you luck on your math test, or for a reality star to forgo therapy and solic...

Food = Personal Expression! Our thoughts on how QSR brands can connect with Millennials:
02/12/2013
How brands can engage Millennial consumers

Food = Personal Expression! Our thoughts on how QSR brands can connect with Millennials:

Nation’s Restaurant News speaks with Viacom Media Networks’ Danniele Meglen about the latest research on this demographic

01/28/2013
The End of the (Material) World

THE END OF THE (MATERIAL) WORLD
By Nick Shore, MTV Insights

By Nick Shore, MTV Insights At the end of 2012, we were having an @mtvinsights dinner with a little crew of 13 to15-year-olds, asking about their world and lives as the year came to a close. The thing that struck me as especially poignant from the conversation was a response by one 14-year-old...

MALE-ENNIALS...AND THE RISE OF THE WOLFPACKBy Jill Bromann, MTV
01/14/2013
Male-ennials…and the Rise of the Wolfpack

MALE-ENNIALS...AND THE RISE OF THE WOLFPACK
By Jill Bromann, MTV

By Jill Bromann, MTV photo credit: College Humor Guys have moved in packs ever since they were hunting with spears, and the concept of the “bromance” and “metrosexual” are at least as old as is I Love You, Man. However, there are significant and noteworthy new dynamics emerging with...

THE LOOPERSBy Alison Hillhouse, MTV Insights
01/04/2013
The Loopers

THE LOOPERS
By Alison Hillhouse, MTV Insights

By Alison Hillhouse, MTV Insights Constant feedback looping is a way of life for Millennials, who grew up with “full on” parenting, as well as the omnipotent social media machine, powered by “likes”, lols, RTs and

SAFE SEX 2.0?By Matt Cohen, MTV Insights
12/21/2012
Safe Sex 2.0?

SAFE SEX 2.0?
By Matt Cohen, MTV Insights

By Matt Cohen, MTV Insights @matthewscohen In true Millennial fashion, the students behind the recently-launched “NYU Hook Ups” Facebook...

TWITTER IS TRENDINGAlison Hillhouse, MTV Insights
12/18/2012
Twitter is Trending

TWITTER IS TRENDING
Alison Hillhouse, MTV Insights

By Alison Hillhouse, MTV Insights Twitter is on trend with Millennials, particularly teenagers who are looking for a more coded, parent-free and conversational platform to chat & share pics. Time spent on Twitter has climbed significantly in the past year amongst young Millennials aged ...

"WHAT'D YOU SAY?": A QUICK DIP INTO MILLENNIAL SLANGJillian Curran, MTV Insights
12/04/2012
“What’d You Say?”: A Quick Dip into Millennial Slang

"WHAT'D YOU SAY?": A QUICK DIP INTO MILLENNIAL SLANG
Jillian Curran, MTV Insights

By Jillian Curran, MTV Insights After spending countless hours on social media and talking to Millennials themselves, it’s impossible not to notice the rapid evolution of youth slang and how closely it is tied to the heartbeat of the generation. Here are a few emerging trends that speak to how the...

DEAR MTV: I THINK I'M HAVING A QUARTER-LIFE CRISISJunene Taylor, MTV Inner Circle / Indiana University of Pennsylvania
11/26/2012
Dear MTV: I Think I’m Having A Quarter-Life Crisis

DEAR MTV: I THINK I'M HAVING A QUARTER-LIFE CRISIS
Junene Taylor, MTV Inner Circle / Indiana University of Pennsylvania

Junene Taylor, MTV Inner Circle / Indiana University of Pennsylvania Millennials like you and I have a bit of a problem on our hands. Because of our misfortune in having graduated during this economic climate, many of us are “on pause” from chasing the American Dream. Instead we are chilling in o...

Check out our article on Millennials - the New American Dreamers! bit.ly/ZKMsXX
11/14/2012
Millennials: The new American dreamers

Check out our article on Millennials - the New American Dreamers! bit.ly/ZKMsXX

Editor’s note: Nick Shore is the Senior Vice President of MTV Insights and Innovations.“We are reinventing the American Dream.

11/14/2012

Our @Nick_Shore will be on CNN's @HLNMakingIt with @VinniePolitan at 4PM today to explain why #Millennials will succeed! bit.ly/ZKMsXX

THE MILLENNIAL PILGRIMAGE TO SENSATION INNERSPACE, BROOKLYNAlison Hillhouse, MTV Insights
11/12/2012
The Millennial Pilgrimage to Sensation Innerspace, Brooklyn

THE MILLENNIAL PILGRIMAGE TO SENSATION INNERSPACE, BROOKLYN
Alison Hillhouse, MTV Insights

By Alison Hillhouse, MTV Insights On October 26th, I witnessed something unusual in the streets of Fort Greene, Brooklyn. Mobs of teens & 20-somethings were wandering about clad in all-white from head-to-toe, donning accessories such as white sunglasses, white furry boots and white angel wings....

THE LOL DEMOCRACY - our interns' round-up of how Millennials experienced the election season using social media.
11/07/2012
The LOL Democracy

THE LOL DEMOCRACY - our interns' round-up of how Millennials experienced the election season using social media.

As the election draws to a close, @MTVInsights asked our college interns to tell the story of how their generation has engaged with this election over social media. Many have coined this the “first social election”… and for first time voters like our interns, they know nothing else. Millennials have...

"TWITTER, TELL ME WHAT TO THINK": LIVE-TWEETING THE 2012 PRESIDENTIAL DEBATESStephanie Monohan, MTV Insights
10/18/2012
“Twitter, Tell Me What To Think”: Live-Tweeting the 2012 Presidential Debates

"TWITTER, TELL ME WHAT TO THINK": LIVE-TWEETING THE 2012 PRESIDENTIAL DEBATES
Stephanie Monohan, MTV Insights

Stephanie Monohan, MTV Insights Photo courtesy of Virginia Newton (@VaNewt) Social media has been playing a crucial role in the way Millennials talk about politics for quite some time, and that has never been more apparent than during the current election season. Following the presidential...

WHEN GENERATION #WIN MEETS ECONOMY #FAIL: MTV'S "UNDEREMPLOYED"Matt Cohen, MTV Insights
10/16/2012
MTV’s New Series “Underemployed” Explores What Happens When Generation #Win Meets Economy #Fail

WHEN GENERATION #WIN MEETS ECONOMY #FAIL: MTV'S "UNDEREMPLOYED"
Matt Cohen, MTV Insights

Matt Cohen, MTV Insights Millennials are a hyper-charged generation that has been primed for success and raised to believe they can conquer the world with their special talents. Growing up, they were coached and encouraged by “peer-rents” and teachers to take the right classes, participate in t...

GAY MILLENNIALS, PART 1: BEYOND "COMING OUT" Matt Cohen, MTV Insights
10/11/2012
GAY MILLENNIALS PART 1: BEYOND “COMING OUT”

GAY MILLENNIALS, PART 1: BEYOND "COMING OUT"
Matt Cohen, MTV Insights

By Matt Cohen, MTV Insights For previous gay generations, “Coming Out” was one of the most significant things you would do in your life as a gay person. For Gay Millennials, “Coming Out” is increasingly “no big deal” – to use the words of one Millennial we interviewed. In honor of National Comin...

50 SHADES OF NERDAlison Hillhouse, MTV Insights
10/04/2012
50 SHADES OF NERD

50 SHADES OF NERD
Alison Hillhouse, MTV Insights

By Alison Hillhouse, MTV Insights Drake wannabees, Japan-o-philes and Asian Gangsters certainly aren’t cliques you would’ve found in high school 20 years ago. And a “nerd” might have been more monolithically caricatured as Screech from Saved by the Bell… instead of today’s breed of nerds that run...

#INSIGHTAGRAM: HANDS ONJillian Curran, MTV InsightsSaw this on the streets of Bushwick - seems like a witty way for peop...
09/26/2012

#INSIGHTAGRAM: HANDS ON
Jillian Curran, MTV Insights

Saw this on the streets of Bushwick - seems like a witty way for people to connect in real life. With so many Millennials connecting digitally, maybe they just need to reach out and touch a stranger?

(via mtvinsights.tumblr.com)

#INSIGHTAGRAM: DANCE PARTY AMPLIFIEDJillian Curran,  MTV InsightsSilent Dance parties are taking off on college campuses...
09/19/2012

#INSIGHTAGRAM: DANCE PARTY AMPLIFIED
Jillian Curran, MTV Insights

Silent Dance parties are taking off on college campuses and at festivals all around the country. Let me break it down…From the outside, it’s just a bunch of weirdos dancing in pure silence. But from the inside, it’s the best dance party you’ll ever go to. It was amazing to see the skeptical crowds make their way into the party, initiated with headphones into a experience that was both individual and collective at the same time.

(via mtvinsights.tumblr.com)

#INSIGHTAGRAM: A NEW RELIGION?Jillian Curran, MTV InsightsOn Monday nights, young people flock to Union Pool, a local Br...
09/12/2012

#INSIGHTAGRAM: A NEW RELIGION?
Jillian Curran, MTV Insights

On Monday nights, young people flock to Union Pool, a local Brooklyn bar - not to listen to a new indie band or DJ, but to this man, The Rev and his Love Choir. Reverend Vince Anderson started the Church of the Holy Unruly Spirit of God in Christ in 2007, preaching what he calls “Dirty Gospel,” a mix of music, life lessons and an amazing way to spend a night out. Could this how Millennials will get their dose of spirituality?

(via mtvinsights.tumblr.com)

INDEPENDENCE IN INK: MILLENNIAL EXPRESSION THROUGH BODY ARTJillian Curran and Chris Tracy,  MTV Insights
09/05/2012
Independence in Ink: MIllennial Expression Through Body Art

INDEPENDENCE IN INK: MILLENNIAL EXPRESSION THROUGH BODY ART

Jillian Curran and Chris Tracy, MTV Insights

By Jillian Curran and Chris Tracy, MTV Insights “As long as I can remember, I’ve loved decorating myself in unique ways…tattoos seemed like the next level. I really love the idea of having a permanent reminder of a moment of something that I really loved that I can always carry with me...

SELF-EXPRESSION AND SHELLAC: WHY MILLENNIAL LADIES LOVE NAIL ARTJessica Cohen, Insights Intern
08/28/2012
Self-Expression and Shellac: Why Millennial Ladies Love Nail Art

SELF-EXPRESSION AND SHELLAC: WHY MILLENNIAL LADIES LOVE NAIL ART

Jessica Cohen, Insights Intern

By Jessica Cohen, Insights Intern Everywhere I look from the Web to magazine to girls I know, nail art is the topic of frenzy. French manicures in Marshmallow and Mademoiselle or even small dot flowers seem passé compared with the bejeweled, Navajo print, comic strip nails sported by some Mi...

WHY MILLENNIALS GAVE THE OLYMPICS THE GOLDAlison Hillhouse, MTV Insights
08/23/2012
Why Millennials gave the Olympics a Gold

WHY MILLENNIALS GAVE THE OLYMPICS THE GOLD

Alison Hillhouse, MTV Insights

By Alison Hillhouse I have to confess… I was totally surprised by how this generation rallied around the Olympics. Research I’d done a few years ago indicated young people felt rather lackluster about the Olympics. But after a decade of waning interest in Athens and Beijing, we saw Millennial f...

WHEN DID I BECOME MRS. ROBINSON? : A GEN-X PERSPECTIVE ON INTERGENERATIONAL DATINGJessica Lichtenfeld, MTV Insights
08/15/2012
When Did I Become Mrs. Robinson?: A Gen-X Perspective on Intergenerational Dating

WHEN DID I BECOME MRS. ROBINSON? : A GEN-X PERSPECTIVE ON INTERGENERATIONAL DATING

Jessica Lichtenfeld, MTV Insights

By Jessica Lichtenfeld As a senior manager of sales research at MTV, I spend a lot of time talking to advertising clients about Millennials, assuaging their fears and listening to their anecdotes about how crazy the generation can be— and then I go home to a Millennial. I am a “late X-er”, born ...

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