What Makes Content Popular Today?

The five most crucial elements of popular content right now.

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Matthew Jafar, Paramount Insights

Reflecting Me: The Video (2023)

A video from our latest Reflecting Me project shows what leading figures from around the world have to say about the state of diversity, equity, and inclusion globally.

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Matthew Jafar, Paramount Insights

Americans and Religion

Religion plays an important role in American culture, but media portrayals don’t always get it right.

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Matthew Jafar, Paramount Insights

Infographic: Reflecting Me

How do consumers around the world feel about how people like them are depicted in TV shows and movies? The...

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Matthew Jafar, Paramount Insights

Research Shows That Paramount Excels at Overall Racial/Ethnic Representation in Continued Steps to Being Truly Inclusive

Paramount recently partnered with The Annenberg Inclusion Initiative to measure its inclusiveness on-screen and behind the camera.

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Matthew Jafar, Paramount Insights, Crystal Barnes

India’s MTV Nishedh Successfully Delivered Public Health Messages Through Entertainment

New research shows that young viewers who were aware of MTV Nishedh’s public health campaign were more likely to use contraception and be aware of safe abortion practices.

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Matthew Jafar, Paramount Insights

Watch Now: 2020 Culture+ Trends Year in Review

Our latest video takes a look back at some of the biggest trends of 2020 from the Renegade challenge to the Ratatouille TikTok Musical.

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Matthew Jafar, Paramount Insights

Watch Now: Alt Aesthetics

Our latest video takes a look at the latest niche Gen Z subcultures like dark academia and cottagecore.

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Matthew Jafar, Paramount Insights

Watch Now: Chaotic Good

Our latest video takes a look at a new messy and vulnerable wellness trend.

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Matthew Jafar, Paramount Insights

In India, “Edutainment” Series MTV Nishedh Inspired a Rise in Contraceptive Usage

India’s MTV Nishedh infuses health education messages into a fictional TV series for young adults. A recent effectiveness study shows that the initiative is resulting in positive change.

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Matthew Jafar, Paramount Insights

Watch Now: Extremely Online

Our latest video looks at what happens when our addiction to digital technology meets the Covid-19 quarantine.

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Matthew Jafar, Paramount Insights

Gen Z Want Careers That Reflect Their Values and Offer Opportunities to Grow

The ideal workplace for Gen Z treats its workers fairly, values collaboration, supports a good cause, and allows for creativity and growth.

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Matthew Jafar, Paramount Insights

Black Americans Believe in Their Power to Create Change

Our research on Black Americans’ sentiments about their personal power.

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Matthew Jafar, Paramount Insights, Christian Kurz

As the Coronavirus Crisis Unfolds, Gen Z Always Knew They Would Face Difficult Problems

Tech-first and hyper-aware of what’s happening around the globe, today’s teens and young people believe that collective action is the best way to create change.

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Matthew Jafar, Paramount Insights

Gen Z Choose Calculated Risk over Rebellion

Today’s generation of youth is cautious, always mindful of how the consequences of their behavior could affect their futures.

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Matthew Jafar, Paramount Insights

Gen Z Uses Creativity to Cope With Stress

For global teens and young adults, the online world inspires stress as well as new forms of self-expression.

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Matthew Jafar, Paramount Insights

Introducing Youth Decoded

How do young people see the world today? What are they thinking, how are they feeling and what’s informing their attitudes and perspectives?

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Matthew Jafar, Paramount Insights

In the US, Social Video Helps Young Women Navigate Each Life Stage

Our new study delves into the needs that social video serves for girls and women as they move from the teenage years into adulthood.

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Matthew Jafar, Paramount Insights

Among Global Youth, Climate Change Is the Most Important Issue

Worldwide climate strikes are evidence of this generation’s belief in the power of collectivism.

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Matthew Jafar, Paramount Insights

Global Young People Are Socially Aware, but Face Some Barriers to Getting Involved

New research uncovers why many don’t participate in social causes, despite their interest.

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Matthew Jafar, Paramount Insights

Around the World, Young People Are Embracing Their Collective Power

Social media has offered up new role models for power, as well as more collaborative and inclusive ideas of what power can be.

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Matthew Jafar, Paramount Insights

Global Attitudes on Sexual Diversity Continue to Improve, but Discrimination Remains Commonplace

Celebrity acceptance and increased media representation are key factors driving LGBT acceptance.

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Matthew Jafar, Paramount Insights

Support for Marriage Equality Is Growing in Japan, and a New Lawsuit Could Help

A Valentine’s Day lawsuit to legalize same-sex marriage in Japan made international headlines. News is an especially powerful influence upon LGBT acceptance there.

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Matthew Jafar, Paramount Insights

Watch Now: Generations

A new video illustrates our key insights about Gen Z, Millennials, Gen X and Baby Boomers.

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Matthew Jafar, Paramount Insights

Most People See HIV/AIDS as an Urgent Issue, But Not Everyone Acts to Reduce Their Own Risk

For World AIDS Day, here are our latest stats on HIV/AIDS.

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Matthew Jafar, Paramount Insights

Global LGBT Acceptance Continues to Rise, But Equality Remains a Long Way Off

A year after our first global study of attitudes toward LGBT people, progress continues – and discrimination persists.

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Matthew Jafar, Paramount Insights

With More Caution and New Technology, Social Media Sharing Has Become More Private

The social media experience has shifted away from mass communication as consumers’ concerns about personal data mount and new platforms offer more private ways to share.

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Matthew Jafar, Paramount Insights

Echoing Popular Sentiment, Same-Sex Marriage Is Legalized in Austria and Australia

Research reveals changing attitudes in two countries that legalized same-sex marriage this month.

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Matthew Jafar, Paramount Insights