Insight of the Day: “‘Nomance’ Is the New Romance”: Study Finds What Young Audiences Crave

Detailed Findings:

1. Content Preferences:

   • 63.5% prefer “nomance” content focused on friendships and platonic relationships.

   • Fantasy and escapism are on the rise, with a 56% increase in preference for fantasy content compared to last year.

   • Only 7.2% of adolescents want stories about the rich and famous, the least popular category for three years running.

2. Media Portrayal:

   • 45.1% of respondents feel that social media is portrayed inaccurately or “cringe” in scripted content.

   • Adolescents value mindful, inclusive storytelling that feels authentic to their lives.

3. Medium Preference:

   • Despite shorter attention spans, movies remain the top entertainment choice for teens when not constrained by time or money.

Reasons for Success:

• Content that aligns with teens' real-life priorities and emotions resonates more deeply.

• Authenticity and inclusivity in storytelling help avoid the “cringe” factor, making content more relatable and appealing.

• Escapist genres like fantasy provide an avenue for adventure and exploration, catering to teens' desire to temporarily disconnect from reality.

Trend Reflected in the Article:

• "Nomance is the new romance": Teens are shifting away from romance-focused narratives in favor of friendship-based or platonic storytelling.

• Authentic representation of everyday experiences and social media life is increasingly valued.

Consumer Motivation:

• Desire for authenticity: Teens want content that reflects their diverse, complex, and evolving realities.

• Craving connection: Media focused on friendships and meaningful relationships mirrors teens' own social priorities.

• Need for escapism: Fantasy and adventure offer a way to explore new worlds and experiences beyond their day-to-day.

Big Social Drive Reflected by the Trend:

• A push for mental well-being and relatability in content: Teens want stories that feel supportive, realistic, and uplifting, rather than hypersexualized or out of touch.

Big Social Trend:

• The growing importance of representation: Adolescents demand mindful, diverse storytelling that authentically includes a range of experiences, backgrounds, and perspectives.

• Rising interest in platonic dynamics: Reflects a cultural shift toward valuing emotional connections and community over romantic pursuits.

Strategy to Follow by Brands:

1. Focus on Authenticity:

   • Develop stories that resonate with real teen experiences, avoiding stereotypes and outdated tropes.

   • Collaborate with younger creators and consultants to ensure relevance.

2. Highlight Friendship and Adventure:

   • Prioritize narratives about platonic relationships and collaborative adventures over romantic plots.

   • Explore fantasy and escapist genres to cater to teens’ love for exploration.

3. Reflect Diversity and Inclusivity:

   • Ensure that casting, storylines, and creative teams reflect diverse teen experiences globally.

4. Avoid Overgeneralization:

   • Understand the nuances of youth culture and avoid making assumptions based on outdated perspectives.

5. Leverage Cross-Media Opportunities:

   • Use platforms like TikTok to engage teens authentically and promote movie or TV content in ways that feel organic and relatable.

6. Invest in Youth-Centric Research:

   • Brands should continually assess teen preferences through data-driven insights, like the Teens and Screens report, to stay ahead of trends.

Source: https://www.forbes.com/sites/elsaramo/2024/12/06/nomance-is-the-new-romance-study-finds-what-young-audiences-crave/