Hey folks - Joe here - welcome back to Edition #61 of The SEG3 Report.

It’s now just two weeks to go until the doors open at SEG3 London on 10-11 June, and we’ve today announced some incredible final additions to the lineup 👇

Back to today’s edition, our spotlighted piece comes from Brad Manuel of Livewire, who focuses on when and how gaming has become the centrepiece to family time, and what impact that will have on advertisers media mix.

I then look at Channel 4 becoming the first UK broadcaster to bring video content to Spotify, and what the platform can offer to traditional media players + Crunchyroll’s report on the cut-through of Anime as a genre, and the value in uncovering and supporting sub-cultures before they become mainstream.

Let’s dig in…

Contents: Edition #61

• Is Gaming Taking Over Family Prime Time?

• Channel 4 Launches Programming on Spotify

• What are the Drivers Behind Anime’s Global Fandom?

Is Gaming Taking Over Family Prime Time?

Research from Livewire reveals families are spending their evenings gaming together, replacing traditional TV time and rewriting the rules of family entertainment.

Why should you care?

TL;DR: Livewire’s Prime Time Is the New Game Time study shows that 74% of families are gaming together regularly, often during the traditional 5–10 PM “prime time” window. For brands, it’s another powerful signal that gaming isn’t just youth culture, it’s become family culture. And its solving problems advertisers have been struggling with for years - targeting multiple generations!

In full: Linear TV is no longer the family hearth. For decades, brands have relied on evening programming to reach multi-generational audiences in one shot. But those days are fading fast, with our assumption that controllers are replacing remotes.

And Livewire’s new data puts numbers behind what was suspected: families aren’t watching sitcoms together anymore, they’re co-playing Fortnite, Mario Kart or Roblox.

This shared, active and emotionally engaging activity is bringing families together in ways that passive viewing just isn’t.

We found that 83% of parents say there are zero second-screen distractions during gaming - compare that to traditional TV, where phones and tablets dominate attention, and the immersion that gaming brings vs other channels is unparalleled.

But parents aren’t just tolerating this change as a means to engage with their children - they’re embracing it. 96% of parents say they’re open to brand integrations in games, provided they align with values and don’t disrupt the experience. It’s a rare moment of high engagement and high trust, a combination marketers dream about.

But it’s not just about brand and bonding moments - 70% say gaming helps their kids build social and cognitive skills. That’s a narrative brands can credibly play into, especially from educational, wellness, or purpose-led verticals.

But perhaps the biggest finding? Gaming has cut traditional TV time by 40% among co-playing families. That’s not a shift - it’s a full-blown reallocation of attention.

For advertisers, this all points to one clear takeaway: if you’re still prioritizing TV over gaming in your media mix, you’re missing where modern families actually live and engage.

Gaming isn’t a niche anymore. It’s the mainstream. It’s the new prime time. And it’s fast becoming the most powerful channel to connect with the next generation—and the one raising them. 

Dive into the full study here.

Channel 4 Launches Programming on Spotify

Channel 4 has become the first UK broadcaster to launch long-form video content on Spotify. Full episodes of shows such as 8 Out of 10 Cats will now be available to watch within the Spotify app. The content will be free to view and supported by advertising. A dedicated Channel 4 video playlist will be hosted on Spotify, with a rotating selection of shows to be updated monthly.

Why should you care?

TL;DR: Channel 4 just became the first UK broadcaster to bring full TV episodes to Spotify - not just clips or trailers, but bingeable, made-for-Spotify shows. We’ve previously covered Channel 4’s wider play to become a digital-first, youth-facing brand, and by taking their content to Spotify, it’s another strategic choice to meet Gen Z where they’re already scrolling. It could also unlock new revenue opportunities through creator-led shows or branded content series etc. Spotify likely sits somewhere between TikTok and Netflix, and gives Channel 4 a new lane to experiment, discover fresh audiences and keep reimagining the brand to fit youth audience consumption habits.

In full: This feels like an obvious move when you consider the uptick in podcast video content now being consumed through Spotify - yet, this is a first for a UK broadcaster!

And it’s not just podcast clips or trailers. This is actual full episodes from their shows, made to watch natively inside Spotify’s app, with some of their most recognisable titles like MAFS (Married at First Sight), 8 Out of 10 Cats and more leading the charge.

So, what’s the thinking from Channel 4 here?

Well, for the avid reader amongst you, you’ll recall we covered Channel 4’s push to becoming a digital-first youth brand in Edition #48, which can give more context about C4’s broader plans.

And with that broader plan focusing on creating more social-first content, and meeting Gen Z where they are, this move makes a tonne of sense.

For Channel 4, it’s a smart route into Gen Z and younger millennial viewers, especially those who aren't tuning into linear TV or even the player platforms (iPlayer, ITVX, Channel 4.0 etc). Spotify is already open on their phones, probably every day (my 80k minutes from last years wrapped would attest so!), so that makes it an ideal playground for obviously discovery of music, but now, for video content too.

The best part of this is that the new shows aren’t just repurposed telly either. Some are shorter, snappier series specifically made for the scrollable vibe of Spotify. That’s important, because while audiences might stumble into content, they won’t stick around if it feels forced or not the right fit for the platform.

And of course, most importantly, it’s not hard to see this experiment as a way for C4 to test and trial their content, see how it lands, and if successful, start to make it a longer-term home for short-form series, creator-led content, brand funded shows and more.

And for Spotify, it seems like their strategy is to attract more broadcasters and content creators to their platform, with Roman Wasenmüller, VP of Spotify’s Podcast Business saying:

And for Channel 4, it’s an extension of the same logic behind their pivot to digital-first commissioning:

So kudos to C4 - they’re continuing to take their content to audiences in places they’re already engaged, and not expecting them to come to them, which is why they’re finding success.

What are the Drivers Behind Anime’s Global Fandom?

Crunchyroll has released its 2024 Global State of Anime report based on data from 16 countries. Key findings include: 1 in 3 Gen Zs globally now watch anime weekly; anime is the most popular genre among Gen Z in the US, UK and France; and 2 in 3 fans engage beyond watching such as through gaming, fashion or collectibles. The report also found that 80% of anime viewers watch both subbed and dubbed versions, and that anime fans are more likely to describe themselves as loyal to specific series or characters than fans of other genres.

Why should you care?

TL;DR: This report confirms what we already kind of knew. Anime is not in any way niche anymore - it’s a leading part of youth culture. Gen Z ranks anime as their go-to genre, with over 60% even preferring it to Hollywood… But it’s not just about watching; fans are engaged and deep in the ecosystem, which makes it such a high-participation community. For brands that understand the nuance and culture of anime, and thoughtfully support the global community, there’s a huge opportunity to unlock new, loyal fans.

In full: Anime is no longer niche, and Crunchyroll’s State of Anime report doesn’t just confirm it, it puts it beyond reasonable doubt.

Across 16 countries and 16,000 surveyed fans, the numbers paint a pretty clear picture. Anime is now a global cultural staple. It’s not just a genre or style. It’s a whole lifestyle, and for a growing chunk of fans, it’s one that beats out Western entertainment for relevance and excitement.

Crunchyroll's findings show that 72% of Gen Z anime fans consider it their go-to genre, with over 60% preferring it over live-action Hollywood content. That is an incredible stat. And yet in markets like Brazil, Mexico and the Philippines, anime ranked as the number one entertainment genre, full stop.

This isn’t just about anime being available (which Crunchyroll obviously does a great job of doing), it’s about it being preferred for many. That matters when thinking about how platforms, streamers and even brands look to engage with youth culture. If anime isn’t on the map, you’re definitively missing a key cultural touchpoint.

And as we talked about above, anime communities fandom doesn’t start and stop on the screen. The report calls out that 80% of anime fans actively engage beyond watching - whether that be through cosplay, games, merch etc. In other words, anime audiences are highly participatory and proud about it.

That’s a big opportunity for brands. There is a whole ecosystem of fans who are deeply invested and open to creative partnerships that amplify their favourite characters and stories. And that’s why Crunchyroll has become the powerhouse it has - they invested and supported anime early, and are now reaping the rewards.

So for the marketers amongst you reading - anime proves that sometimes subcultures become the culture. And so brands who are present early get to be part of the fabric of these communities and movements - which is invaluable.

In other news this week…

• Formula 1 team up with Disney’s Mickey & Friends: read here.

• Supercell creating Clash of Clans animated series for Netflix: see here.

• Shopify create in-browser racing game: read here.

• Mattel to bring together multiple brands for mobile game: read here.

• Bandai Namco announce Live-Action Film adaptation of Elden Ring: read here.

• FIFA launches FIFA Blockchain on Avalanche: read here.

• Winners Alliance announces licensing partnership with Tennis Clash: read here.

• Winx Club to launch on Netflix & Roblox: read here.

• Premier League partners with Coca-Cola: read here.

Working on anything cool, or have a press release you would like us to cover? Send it in for the chance for it to be covered in next week’s edition!

That’s all for now folks - thanks again for reading the latest edition of The SEG3 Report and if you found it of interest, do consider sharing with a friend!