Fortnite Impacting Media Consumption

• The Number One Service Tweens are Plugging into this Year Over Las

National Research Group (NRG), a leading global insights and strategy firm with 40 years of media and entertainment expertise, has released new findings around the global phenomenon Fortnite and what this means for the future of entertainment – in gaming and beyond.

In an era defined by immersive experiences, every brand must think like an entertainment company to win and keep consumer attention. In less than two years, Fortnite has attracted more than 250 million users around the world and for its audience of teens (ages 10-17) who play at least once a week, Fortnite is consuming a colossal 25% of their free time. Fortnite is changing the way consumers and brands interact, offering brands access to significant young audiences who watch little traditional TV, and opening up new opportunities for live, real-time engagement.

Emergent platforms such as Fortnite are catalyzing social connection in digital spaces, allowing users to express "who I am now" and connect on a level that is un-curated and unfiltered. Fortnite is the number one service teens are using, and audiences cite its social elements as the primary motivators for playing: it's the best place to be my authentic self and to connect to what everyone is talking about, making me feel like I'm not alone.

With the overwhelming amount of content and experiences at the touch of our fingertips, it's increasingly difficult to engage with and keep consumer attention. A key feature of Fortnite is enabling consumers to express their authentic self with like-minded individuals: how will this change the way we connect and communicate? How is Fortnite's uniquely immersive universe impacting our consumption? How is this competitive game that creates community changing how we play?

"Our research deconstructs the Fortnite phenomenon - a universe full of interesting paradoxes: it's a competitive game that fosters deep community; it's an immersive experience centered around lasting social connection; it's a playground to be anybody, yet it's where we can be our true authentic selves. With polarization and divisiveness seemingly defining our culture, Fortnite presents a more hopeful meta-verse where community, inclusivity, creativity and authentic relationships can thrive," says Jon Penn, CEO, NRG.

Applying a comparative lens between Fortnite and leading social, gaming and video brands, NRG's Fortnite, The New Social Media?, deep dives into the importance of giving consumers control and opportunities for authentic self-expression. A Key finding:

There are 27 key emotional benefits that services and platforms like Fortnite offer audiences. Our analysis demonstrates that these benefits can be summarized in three key categories: it connects me, is a worthwhile experience and is fun to use.