Research by Kantar Millward Brown has uncovered the branded content preferences of teenagers in the EU-5 countries. The study looked at how teenagers from the UK, Germany, France, Spain and Italy perceived various kinds of branded content. It found that branded events were the most popular type of content amongst teenagers in Germany, France, Spain and Italy. UK teens deviated from this trend, however, preferring branded social media content above all other content types. The study also found that teenagers in the UK, Germany and Italy viewed branded content more positively than their older counterparts, but in France and Spain it was the 20 to 34 year old cohort that preferred such content.