Viacom Unveils Findings From Global Research Study, "the Next Normal: an Unprecedented Look at Millennials Worldwide"

London And New York (ots/PRNewswire) -

Despite Significant Economic Concerns, Vast Majority of
Millennials are Very

Happy, According to Landmark Study of Young People Across
24 Countries

Viacom and its Viacom International Media Networks (VIMN)
division, today unveiled in-depth findings from its groundbreaking
new study, "The Next Normal: An Unprecedented Look at Millennials
Worldwide," which provides the first truly global portrait of this
highly influential demographic. The findings were presented at the
Monaco Media Forum by Colleen Fahey Rush, Executive Vice President
and Chief Research Officer, Viacom Media Networks.

(Logo: http://photos.prnewswire.com/prnh/20121115/574152 )

The study spans every continent and delivers insights into the
attitudes, values, aspirations and perspectives of young people (ages
9-30) from 24 countries: Argentina, Australia, Brazil, Canada, China,
Egypt, France, Germany, Greece, India, Italy, Japan, Mexico,
Netherlands, Poland, Russia, Saudi Arabia, Singapore, South Africa,
Spain, Sweden, Turkey, United Kingdom and United States. In total,
this project included 15,000 interviews, in-depth explorations and
expert contributions/commentaries.

"'The Next Normal' is the broadest single study of the Millennial
generation to date," said Rush. "It is a truly detailed understanding
of this complex generation from all corners of the world, and is
without a doubt the definitive guide to this demographic's evolution.
These insights will help inform our content and further strengthen
our connections with Millennial audiences around the globe."

The study revealed that the economy is the #1 factor impacting
the Millennial generation today, with 68% feeling personally touched
by the global economic crisis. This percentage increases in Spain
(86%), Italy (85%), and Greece (80%). But despite significant
economic concerns, the vast majority of Millennials worldwide
demonstrate a strong sense of happiness and optimism.

- Over three-quarters (76%) describe themselves as "very happy."
- Millennials' levels of happiness outweigh stress levels by a factor of
over 2 to 1.
- Latin American Millennials report the highest levels of happiness, in
countries like Mexico, Argentina and Brazil.

"We have a wealth of research on how young people approach life,
what they consider important and how they cope with challenging
situations," said Christian Kurz, Vice President, Research &
Insights, VIMN. "This study builds on Viacom's already significant
leadership in understanding our audiences and is a perfect example of
our commitment to extending this knowledge and expertise globally."

Following is a snapshot of additional key findings from the
study:

MILLENNIALS SUFFER FROM JOB INSECURITY

Economic concerns have resulted in a legacy of fear around job
security and doubts about upward mobility.

- Unemployment outweighs world hunger as the top global issue that young
people want to see solved.
- Almost half of young people (49%) believe that job security will continue to
get worse.
- A full 78% would rather have a minimum wage job than no job at all.
- While 38% of young people in 2006 strongly agreed with the statement, "I will
earn more than my parents," that percentage is down to 25% in the post-crisis era.

...YET THEY FIND REASONS TO BE HAPPY

Spending time with family is the top driver of happiness for
Millennials today.

"Thanks to the importance Millennials place on family bonds, the
family unit today is closer than ever," added Kurz. "'The Next
Normal,' based on the widest ever cross-section of Millennials,
confirms that this emphasis on family is a global phenomenon."

Friendships, both real-life and online, are another key driver of
happiness. Among Millennials, there is a trend towards smaller
circles of real-life friends compared with online friends, which are
skyrocketing.

- Over the past six years, Millennials have maintained about the same number
of best friends, but their wider circle of everyday friends is shrinking.
- On the other hand, Millennials average well over 200 online friends. In the
past six years, there has been a significant jump in the number of online contacts
whom they consider friends, but have never actually met in person.

TECHNOLOGY DOESN'T DEFINE,IT ENABLES

Rather than defining the Millennial generation, technology is
more of an enabler. If asked, a Millennial might say, "Technology
doesn't make me who I am. It lets me be who I am." Technology
underpins relationships and plays an important role in sustaining
happiness and broadening horizons.

- Three quarters of Millennials believe social media has a beneficial effect
on relationships with friends.
- A full 73% of Millennials say access to the Internet changes the way they
think about the world.

PRIDE AND TOLERANCE

Millennials are displaying a growing sense of national pride and
interest in maintaining local traditions. At the same time, they have
an increasingly open and tolerant view of other countries and
cultures.

- 83% agree "I'm proud to be [X] nationality," up from 77% in 2006.
- 76% agree that it's important to maintain their country's traditions, up from
68% in 2006.
- 73% think it's great to have people from other countries coming to live in
their respective home country, up from 51% in 2006.
- 86% describe themselves as tolerant.
- 84% agree "my age group has the potential to change the world for the better."

"A key priority for VIMN is to provide its audiences around the
world with 'glocal' content --programming that strikes the right
balance between global and local themes," continued Kurz. "Our
findings from 'The Next Normal' indicate a truly positive display of
'glocalisation' in action among Millennials at an even deeper level."

THE NEXT NORMAL: "WE" VERSUS "ME"

This study indicates that "The Next Normal" is much more "we"
than "me." Key defining traits for the Millennial generation include
a sense of global community, newfound tolerance and flexibility,
increased creativity and a powerful desire to share and connect.

- 87% are actively curious about the world.
- 87% apply the phrase "sharing and connecting" to themselves.
- 85% describe themselves as able to adapt quickly to change.
- 93% globally believe it's our responsibility to treat all people with respect,
regardless of race, gender, religion, political viewpoint or sexual orientation.

Notes to Editors:

- The global quantitative survey was conducted in June/July 2012 with a
sample of more than 11,300 respondents. The sample of approximately 450 respondents in
each country (900 in the UK) covered three age groups, each of approximately 150
interviews: 150 x individuals aged 9-14 (last wave Millennials), 150 x ages 15-24, 150
x ages 25-30 (first wave Millennials).
- Fieldwork and data processing was carried out by GFK NOP MEDIA AND
ENTERTAINMENT with IPSOS providing fieldwork support in Saudi Arabia.
- Study design, analysis and reporting directed by JO MCILVENNA LTD.
- The primary research undertaken for "The Next Normal" was enhanced by
additional analysis based on 3,400 Millennials and 665 parents of Millennials in the
U.S.
- In addition, we were able to draw on qualitative explorations including
content analysis, focus groups, online QualBoard discussions and interviews with
generational experts.

About Viacom

Viacom is home to the world's premier entertainment brands that
connect with audiences through compelling content across television,
motion picture, online and mobile platforms in over 160 countries and
territories. With media networks reaching approximately 700 million
global subscribers, Viacom's leading brands include MTV, VH1, CMT,
Logo, BET, CENTRIC, Nickelodeon, Nick Jr., TeenNick, Nicktoons, Nick
at Nite, COMEDY CENTRAL, TV Land, SPIKE, Tr3s, Paramount Channel and
VIVA. Paramount Pictures, celebrating its 100th year in 2012 and
creator of many of the most beloved motion pictures, continues today
as a major global producer and distributor of filmed entertainment.
Viacom operates a large portfolio of branded digital media
experiences, including many of the world's most popular properties
for entertainment, community and casual online gaming.

For more information about Viacom and its businesses, visit
http://www.viacom.com. Keep up with Viacom news by following Viacom's
blog at blog.viacom.com and Twitter feed at
http://www.twitter.com/Viacom.

About Viacom International Media Networks

Viacom International Media Networks (VIMN), a unit of Viacom Inc.
, is comprised of many of the world's most popular multimedia
entertainment brands, including MTV, Nickelodeon, Comedy Central,
BET, Paramount Channel, VH1, VIVA, COLORS, Game One and Tr3s: MTV,
Musica y Mas. Viacom brands are seen globally in more than 600
million households in 170 territories and 37 languages via more than
200 locally programmed and operated TV channels and more than 550
digital media and mobile TV properties.

Photo:
http://photos.prnewswire.com/prnh/20121115/574152

ots Originaltext: Viacom and Viacom International Media Networks
Im Internet recherchierbar: http://www.presseportal.de

Contact:
For further information, please contact: Seema Alibhai, VIMN,
+44-203-580-2106, seema.alibhai@vimn.com. Bernadette Simpao, VIMN ,
+1-212-654-4311, bernadette.simpao@vimn.com. Neena Koyen, Viacom
Inc.,
+1-310-752-8452, neena.koyen@viacom.com