Friday, January 31, 2014

Live from #MediaInsight: Comedy Central: More than a TV Network

Angela Hamlin, VP Research, COMEDY CENTRAL

Stand-up comedy is a huge draw for the millennial audience.  Over 1.5 million people have downloaded the CC: Stand-Up app thus far, and stand up programming is extremely popular for the network.

Stand-up is frequently shared.  Fans want to experience stand-up with others even if they aren't in the same place - sending links and watching content virtually "together" is something that millennials do often.  

Fan Fundamentals:

1. Relatable - stand-up speaks to and for millennials 

2. Topical - truth and knowledge equal power.  Comedy is a safe space for hot button issues like race and politics

3. Diversity - this goes far beyond race.  Gender, sexual orientation, and religion are all on the table.  By laughing at difference, millennials expose themselves to other points of view 

4. Courageous - edginess is an important characteristic.  In some situations, if comedy can offend, comedy can transcend.  Censorship is not cool - while millennials understand that there are some situations that require a dialed-down approach, in general 60% say that censorship takes away from the art of comedy

When asked if there is a line that shouldn't be crossed, millennials are clear - pretty much everything is fair game, as long as it is delivered without hate


Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

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