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Executive Summary

Industries

Digital MediaPublishingEntertainment

Major Markets

United States flagUnited States
United Kingdom flagUnited Kingdom
Canada flagCanada

VICE Top Products

VICE Digital Membership
Vice Video Streaming Service

Brand Positioning

VICE positions itself as a definitive guide to alternative youth culture, offering provocative and in-depth content on social issues, entertainment, and lifestyle topics from a unique, often counter-cultural, perspective for a global, digitally-native audience.

Customer Sentiments

Customer sentiment appears to be generally positive among its target demographic, who value its authentic, non-mainstream content and its focus on often-overlooked topics. The re-launch of the magazine and the emphasis on memberships suggest a loyal segment seeking deeper engagement.

VICE Key Value Propositions

VICE's key value proposition lies in providing unique, often provocative, and investigative journalism that explores counter-cultural narratives and underreported social issues. It serves as a go-to source for young adults seeking authentic perspectives on culture, news, and lifestyle beyond mainstream media.

Alternative Perspectives
Youth Culture Focus
Investigative Journalism
Global & Localized Content

VICE SWOT Analysis

Strengths

Strong brand recognition in youth culture.

Diverse, multimedia content offerings.

Global presence with localized editions.

Weaknesses

Reliance on ad revenue can be volatile.

Past controversies may affect reputation.

Maintaining unique voice in crowded media space.

Opportunities

Expand subscription models for deeper engagement.

Leverage niche content for targeted partnerships.

Grow video production for streaming platforms.

Threats

Increased competition from new media.

Changing youth consumption habits.

Economic downturns impacting ad spending.

Market Growth Stage

Low
Medium
High

Pace of Market Growth

Accelerating
Deaccelerating

VICE Target Audience

View Details

Geographic Insights

VICE has a strong global reach, with significant presence in North America and Western Europe, catering to a diverse, digitally native audience worldwide.

Top Countries

United States flag

United States

25.5% market share

United Kingdom flag

United Kingdom

15.2% market share

Canada flag

Canada

8% market share

Germany flag

Germany

7% market share

Australia flag

Australia

6% market share

VICE Audience Segments

The Culturally Curious Student

18-24 years

Male • Female

Global Urban Centers

The Engaged Professional

25-30 years

Male • Female

North America • Europe • Asia-Pacific

The Urban Trendsetter

28-35 years

Male • Female

Major Global Cities

The Alternative Explorer

22-35 years

Male • Female

Global

The Experiential Seeker

20-35 years

Male • Female

Global

Social Media Usage Across Segments

Data shown in percentage (%) of usage across platforms

Recommended Marketing Strategiesfor VICE

Leverage User-Generated Content (UGC)

Showcase authentic content created by VICE's audience to build trust and community. This includes featuring user-submitted photos, videos, and stories across VICE's platforms to increase engagement and brand loyalty.

Learn more

Implement Subscription Model

Expand on the existing magazine subscription by offering tiered memberships with exclusive content and perks. This diversifies revenue streams and deepens engagement with loyal audience segments who are interested in specific content verticals.

Learn more

Personalized Content Strategy for New Visitors

Tailor the content presented to new website visitors based on their interests and behavior. This can be achieved by using data-driven personalization to guide users to relevant articles, videos, and newsletters, enhancing their initial experience and increasing the likelihood of continued engagement.

Learn more

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