Taste makers and early content adopters
They are more likely to make content recommendations to others (and respond to those they are given). A great target if you want to get your content, brand or products known.
Not brand loyal but content loyal
They will follow the content to the service that has what they want to listen to, watch or read and offers it in the way they want to consume.
Keep it real & authentic
Authentic low-budget content captures much of their time. Fashion for content that is from ‘people like me’ - content that is imperfect, spontaneous and human
Most receptive to online ads
They are more likely to follow online ads, pay for products they have seen advertised and accept ad supported content.