Kathmandu : Middleway Films, in collaboration with consultant researcher Suyog Dhakal, has released the findings of its comprehensive perception survey conducted to understand the awareness, understanding, and perception of Nepalese youth. The survey, aimed at identifying effective content and media mixes, offers valuable insights into how young Nepalese engage with information and perceive key societal topics.
Key Findings:
Preferred Media Channels:
Social media platforms such as Facebook, Instagram, and TikTok dominate the media landscape, with over 75% of respondents identifying them as their primary sources of information. Traditional media like television and radio continue to hold relevance but are increasingly complemented by digital platforms.
Content Preferences:
Youth in Nepal favor visually engaging and interactive content. Short-form videos, infographics, and memes were identified as the most impactful formats for conveying messages. Authentic storytelling and local context were emphasized as critical components for building trust and relatability.
Awareness and Understanding:
While general awareness of social issues such as climate change, education reforms, and mental health is high, in-depth understanding often lags behind.
Over 60% of respondents expressed a desire for content that breaks down complex topics into digestible formats.
Perception and Engagement:
Youth respondents highlighted the importance of inclusivity in media representation. Campaigns that showcase diverse voices and prioritize grassroots narratives were noted to resonate more deeply with this demographic.
Strategic Recommendations:
Based on the findings, the survey recommends:
Leveraging short-form video content on social media to maximize reach and engagement.
Developing multi-platform campaigns that integrate traditional and digital media to cater to diverse audience preferences.
Prioritizing localized content that reflects the lived experiences of Nepali youth.
Strengthening partnerships with influencers and content creators who can act as credible ambassadors for awareness campaigns.
Suyog Dhakal, the lead consultant researcher, noted, “Nepal’s youth are not only consumers but also active participants in shaping societal narratives. Understanding their preferences and perceptions is key to creating impactful and inclusive communication strategies.”
This survey marks a significant step in bridging the gap between content creators and the audience, paving the way for a more informed and engaged youth population. Middleway Films plans to use these insights to guide future awareness campaigns and media initiatives in Nepal.
For further details, please view the research paper Click here.
