Research Finds: Young Audience Prefer Social Videos Over Conventional Television Programs
Young Adults Shift Towards Social Video, Affecting Traditional TV Consumption
A recent survey by Hub Entertainment Research reveals significant changes in the consumption habits of young adults, particularly those aged 13-24, as they increasingly favour social video platforms over traditional TV.
According to the survey, more than half (57%) of viewers in this age group report spending less time watching "regular TV" due to the time spent on services like YouTube and TikTok. This shift is indicative of a broader trend where digital and mobile video content is replacing traditional TV viewing as the preferred entertainment source for this demographic.
The survey findings suggest that social video may be a gateway for young people to discover longer content. Over 60% of viewers aged 13-24 often watch shows or movies that they discovered for the first time via clips on social platforms like TikTok and Instagram. This discovery method is less common among viewers over age 35, with only 35% discovering shows this way.
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. However, the survey results indicate that bringing consumers back to longer-form content can potentially deepen engagement with brands in meaningful ways.
Despite the increased time spent on social video, consumers aged 35+ spend 39% of their screen time on TV shows, more than twice as much as they spend on online videos (14%). This indicates that while social video may be a popular choice among younger viewers, the older generation still prefers traditional TV programming.
The survey also raises concerns about the amount of time spent on these platforms. A quarter of viewers aged 35+ feel the same way, expressing discomfort with the amount of time spent on short-form video. Close to half of viewers under 35 feel they spend too much time on platforms like TikTok or Instagram and might better spend their time with TV and movies.
The survey found that short-form videos aren't just filler content, with about 60% of all viewers under age 35 saying that short videos are just as much fun as "premium" TV. This suggests that social video platforms offer engaging and enjoyable content that can compete with traditional TV programming.
The survey findings underscore why YouTube became the first streaming platform to crack 10% share of total viewing on Nielsen's Gauge, according to Jon Giegengack, Hub's founder. He added that the survey results suggest that studios have an opportunity to continue to lean into short-form to build connections with audiences.
Connected TV (CTV) usage, which blends internet streaming with traditional TV screens, shows growth among young adults 18-34, with 62% watching video daily on connected TV devices. This demonstrates that while traditional linear TV viewing declines, young adults are not abandoning TV screens entirely but are shifting toward digital streaming-based viewing.
In conclusion, the survey findings highlight the impact of social video on traditional TV consumption among young adults. The trends indicate a clear redefinition of video consumption, moving away from traditional TV to digital social video and streamed content, which impacts advertising, content creation, and broadcasting strategies targeting this age group.
- The shift towards social video platforms among young adults is reducing the time spent on 'traditional TV', according to a survey by Hub Entertainment Research.
- Social video platforms like YouTube and TikTok are not just a source of short-form content; about 60% of all viewers under age 35 find them just as engaging and enjoyable as 'premium' TV.
- Contrasting with younger viewers, consumers aged 35+ spend 39% of their screen time on TV shows, more than twice as much as they spend on online videos.
- Studios have an opportunity to continue to lean into short-form content, as indicated by the survey results, to build connections with audiences and remain competitive in the 'streaming' media landscape.
- The usage of Connected TV (CTV) is showing growth among young adults aged 18-34, with 62% watching video daily on connected TV devices, suggesting a shift towards digital streaming-based viewing.
