Brand Content Is Well-Received on TikTok, Especially If It’s Funny

TikTok can be a great place for brands to develop a relationship with consumers, according to our recent study.

array(2) { [0]=> object(WP_Term)#4126 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4123 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Paramount Insights

TikTok Users Enjoy Content from Influencers as Much as from Friends

TikTok users are drawn to content that makes them laugh. They also post their own videos for fun - and a chance at becoming famous.

array(2) { [0]=> object(WP_Term)#4129 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4121 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Paramount Insights

Creating for and Reaching the Podcast Audience

The ideal podcast should be entertaining above all, with a relatable and familiar host.

array(2) { [0]=> object(WP_Term)#4126 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4119 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Paramount Insights

TikTok Has Eclipsed Snapchat As the Goofiest, Quirkiest Social Platform

New research on how TikTok compares to other social platforms.

array(2) { [0]=> object(WP_Term)#4129 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4118 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Paramount Insights

Black Teens in the US Are Taking Action for Equality

Recent research on the values and political sentiments of Black teens in the US.

array(3) { [0]=> object(WP_Term)#4123 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4126 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [2]=> object(WP_Term)#4114 (11) { ["term_id"]=> int(468) ["name"]=> string(14) "Christian Kurz" ["slug"]=> string(14) "christian-kurz" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(468) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(80) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "1" } }
Katie Maggio, Paramount Insights, Christian Kurz

Smart Speakers Are Becoming Part of Daily Life

While those with access to voice technology use it regularly, most are not taking full advantage of its potential.

array(2) { [0]=> object(WP_Term)#4129 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4121 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Paramount Insights

Who’s Listening (and Not Listening) To Podcasts in the US?

In a recent study, we profiled the American podcast landscape.

array(2) { [0]=> object(WP_Term)#4126 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4113 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Paramount Insights

In the US, Podcasts Serve Different Needs for Different Age Groups

Kids and teens listen to relax, while adults enjoy podcasts for companionship and learning.

array(2) { [0]=> object(WP_Term)#4129 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4110 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Paramount Insights

Americans Believe That Podcasts Are the New Age of Radio

Offering a flexible way to relax while getting informed, Americans are drawn to the ease and uniqueness of podcasts.

array(2) { [0]=> object(WP_Term)#4126 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4108 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Paramount Insights

Americans Are Interested in vMVPD Service Trials, and Wish They Could Be Longer

Consumers in the US want convenient access to only the content they want to see. vMVPDs make it easy to test out a new option.

array(2) { [0]=> object(WP_Term)#4129 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4105 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Paramount Insights

For American Consumers with Multiple Streaming Devices, It’s All About the Content

With an average of nearly 4 remotes to juggle, using multiple devices can be complicated – but in the end, Americans want access to the shows and movies they want to see.

array(2) { [0]=> object(WP_Term)#4108 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4103 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Paramount Insights

Video: To Find Out What TV Means to Consumers, We Took It Away

A new video shows how people reacted during a week without television. (Hint: it wasn’t easy!)

array(3) { [0]=> object(WP_Term)#4121 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4100 (11) { ["term_id"]=> int(781) ["name"]=> string(16) "Anna Noel Taylor" ["slug"]=> string(16) "anna-noel-taylor" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(781) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(70) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [2]=> object(WP_Term)#4101 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Anna Noel Taylor, Paramount Insights

TV Brings People Together and Keeps Them Up To Date

A recent study shows that TV offers viewers a unique sense of connection and instant gratification.

array(3) { [0]=> object(WP_Term)#4104 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4099 (11) { ["term_id"]=> int(781) ["name"]=> string(16) "Anna Noel Taylor" ["slug"]=> string(16) "anna-noel-taylor" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(781) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(70) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [2]=> object(WP_Term)#4098 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Anna Noel Taylor, Paramount Insights

For Viewers, TV Fulfills Needs Beyond Entertainment

In a recent media study, we took TV away from viewers – and found that entertainment wasn’t the only thing they missed.

array(3) { [0]=> object(WP_Term)#4105 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4097 (11) { ["term_id"]=> int(781) ["name"]=> string(16) "Anna Noel Taylor" ["slug"]=> string(16) "anna-noel-taylor" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(781) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(70) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [2]=> object(WP_Term)#4096 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Anna Noel Taylor, Paramount Insights

Global Viewers Are Accessing Content in New Ways – and Watching Even More Than Before

Around the world, audiences are enhancing their viewing experiences with new technology, according to our latest media usage study.

array(3) { [0]=> object(WP_Term)#4103 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4095 (11) { ["term_id"]=> int(781) ["name"]=> string(16) "Anna Noel Taylor" ["slug"]=> string(16) "anna-noel-taylor" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(781) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(70) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [2]=> object(WP_Term)#4094 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Anna Noel Taylor, Paramount Insights

How People Around the World Are Making Memories

Beaches, cities, theme parks and concerts are global favorites when it’s time for some fun.

array(2) { [0]=> object(WP_Term)#4096 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4098 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Paramount Insights

As Media Changes, TV Continues to Matter

Our latest study on TV habits around the world finds that in viewers' lives, TV is as essential as ever.

array(3) { [0]=> object(WP_Term)#4103 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4090 (11) { ["term_id"]=> int(781) ["name"]=> string(16) "Anna Noel Taylor" ["slug"]=> string(16) "anna-noel-taylor" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(781) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(70) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [2]=> object(WP_Term)#4091 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Anna Noel Taylor, Paramount Insights

Navigating Today’s Social Universe

A new Viacom study investigates how people are using the seven most common social media and messaging apps.

array(2) { [0]=> object(WP_Term)#4096 (11) { ["term_id"]=> int(760) ["name"]=> string(12) "Katie Maggio" ["slug"]=> string(12) "katie-maggio" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(760) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(18) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } [1]=> object(WP_Term)#4089 (11) { ["term_id"]=> int(1008) ["name"]=> string(18) "Paramount Insights" ["slug"]=> string(18) "paramount-insights" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(1008) ["taxonomy"]=> string(12) "_vimn_author" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(546) ["filter"]=> string(3) "raw" ["term_order"]=> string(1) "0" } }
Katie Maggio, Paramount Insights