Viacom (NASDAQ: VIAB, VIA) 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.

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.

"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. Forty-five percent of all 9-30s globally say their #1 best friend is someone within the family.

"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.

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