Research Findings: Young Audiences Prefer Social Videos Over Conventional Television Programming
In a significant shift in media consumption patterns, social video platforms like YouTube and TikTok are increasingly dominating the viewing habits of young audiences, according to a survey conducted by Hub in December 2024.
The survey, titled "Video Redefined", explored the co-existence of consumer consumption of social video with traditional long-form TV and movies. The findings reveal that these platforms are significantly reducing traditional premium TV viewing among young viewers, with YouTube surpassing traditional TV in U.S. viewership for the first time.
One key aspect underpinning this impact is the shift in viewership patterns. YouTube has overtaken traditional TV in U.S. viewers, indicating a broad migration of audience attention, especially among younger demographics.
Another significant factor is the algorithm-driven content discovery. Gen Z and younger viewers often find new entertainment via social media platforms due to AI-powered recommendations, leading to faster and more engaging discovery experiences than traditional TV offers.
The blurring of content formats is another notable trend. YouTube’s trending videos increasingly mirror traditional TV formats (long-form interviews, game shows), suggesting these platforms replicate premium TV content styles while leveraging digital advantages.
Platform integration and expansion also play a crucial role. TikTok and Instagram are developing TV apps to deepen their foothold in living-room viewing, further competing with traditional TV services.
The survey also highlighted the engagement and consumer behavior associated with these platforms. TikTok’s model effectively promotes music and video content discovery, turning viral moments into sustained engagement, with many users exploring full catalogs on platforms like YouTube Music—behavior unlikely on traditional TV.
Despite the dominance of social video platforms, the next generation of TV consumers recognizes the difference between 'premium' and 'non-premium' content. About 60% of all viewers under age 35 say that short videos are just as much fun as "premium" TV. However, close to half of those under 35 feel they spend too much time on platforms like TikTok or Instagram and might better spend their time with TV and movies.
Jason Platt Zolov, senior consultant at Hub, stated that consumers embrace social video as essential entertainment, but are aware that it may be at the expense of watching longer form TV and movies. He also suggested that bringing consumers back to longer-form content can potentially deepen engagement with brands in meaningful ways.
The report also revealed that young viewers spend more time watching non-premium online video, such as on YouTube or TikTok, than they do on traditional TV shows. Nearly a quarter of short-form videos are watched on a TV set, according to the survey. Over 60% of viewers aged 13-24 often watch shows or movies they discovered for the first time via clips on social platforms like TikTok and Instagram.
In contrast, only 35% of viewers over age 35 discovered shows this way, making social video a powerful tool for engaging critical young audiences. More than half (57%) of viewers aged 13-24 report spending less time watching traditional TV due to the time spent on services like YouTube and TikTok. A quarter of viewers aged 35+ (26%) also feel the same way about spending too much time on short-form video platforms.
The findings are from Hub's 2024 "Video Redefined" report, based on a survey conducted among 1,919 US consumers ages 13-47 with broadband access. Consumers age 35+ spend 39% of their screen time on TV shows, more than twice as much as they spend on online videos (14%).
Jon Giegengack, Hub's founder, stated that the findings underscore why YouTube became the first streaming platform to crack 10% share of total viewing on Nielsen’s Gauge. The free excerpt of the findings is available on Hub's website.
- The co-existence of traditional long-form TV and movies with social video consumption was explored in the survey titled "Video Redefined", revealing that social video platforms are significantly reducing traditional premium TV viewing among young viewers.
- YouTube surpassed traditional TV in U.S. viewership for the first time, indicating a broad migration of audience attention, especially among younger demographics.
- Gen Z and younger viewers often find new entertainment via social media platforms due to AI-powered recommendations, leading to faster and more engaging discovery experiences than traditional TV offers.
- TikTok and Instagram are developing TV apps to deepen their foothold in living-room viewing, further competing with traditional TV services.
- Despite the dominance of social video platforms, a significant percentage of young viewers under age 35 recognize that short videos are just as much fun as "premium" TV, yet they spend more time watching non-premium online video, such as on YouTube or TikTok.
