In an effort to capitalizing on the January health kick, MTV International has launched its new fitness-focused vertical, MTV Fit. Focusing on nutrition, mental health, and workout videos, the new channel aims to offer millennials-friendly fitness content.
MTV Fit is a new vertical that will run mainly on Facebook and Instagram. The content will focus on both physical and mental wellbeing -- all from a body-positive perspective. Some examples of content shared include smoothie recipes, reviews of mental health apps, and a variety of 60-second workout videos. All of the bite-sized content is designed to be accessible and fun -- making it ideal for health-conscious, but time-pressed millennials. As VP of Digital Content for MTV International Joanna Wells explains, "One of the key things was, fitness doesn’t have to be expensive, aspirational or unattainable. This can be done at home or in the street rather than spending loads of money at the gym."
Entertainment Brand Fitness Channels
MTV Fit Offers Millennial-Friendly Fitness Content
Trend Themes
1. Millennial-friendly Fitness Content - Creating fitness content that is specifically tailored to the needs and preferences of millennials.
2. Body-positive Wellness - Promoting a holistic approach to health and wellness that focuses on both physical and mental wellbeing from a body-positive perspective.
3. Accessible and Fun Bite-sized Content - Developing short, engaging and accessible fitness content that is convenient for time-pressed millennials.
Industry Implications
1. Digital Media and Entertainment - Leveraging digital platforms like Facebook and Instagram to deliver fitness content that resonates with millennials.
2. Fitness and Health Apps - Creating and expanding fitness apps and wellness platforms that offer diverse and inclusive content to support millennials in their health journey.
3. Nutrition and Wellness Products - Developing nutritional supplements, healthy snack options, and wellness products that align with body-positive and millennial-friendly fitness trends.