Young audience finds online videos more engaging compared to traditional television
Younger Viewers Embrace Social Video, While Traditional TV Remains Popular Among Older Audiences
A new report from Hub Entertainment Research, titled "Video Redefined", has revealed some fascinating insights into the changing landscape of video consumption. The survey, based on responses from 1,919 US consumers aged 13-47 with broadband access, sheds light on the growing popularity of social video platforms among younger audiences.
The findings suggest that more than half (57%) of viewers aged 13-24 report spending less time watching "regular TV" due to the time spent on services like YouTube and TikTok. In contrast, only 35% of viewers over age 35 discovered shows this way, making social video a powerful tool for engaging critical young audiences.
Over 60% of young viewers (aged 13-24) often watch shows or movies they discovered for the first time via clips on social platforms like TikTok and Instagram. This trend is not limited to short videos, as about 60% of all viewers under age 35 consider short videos as enjoyable as "premium" TV.
The growing usage of social video has reached a point where many viewers are uncomfortable with the amount of time they spend on short-form video. A quarter of viewers aged 35+ feel the same way about spending too much time on short-form video platforms. 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.
Respondents of the survey stated that nearly a quarter of short-form videos are watched on a TV set, indicating a shift in viewing habits. The consumption of social video on platforms like YouTube and TikTok now generally surpasses traditional premium TV in terms of average weekly viewing time, especially among younger age groups.
While TV viewership and streaming habits are still strong among older demographics, and OTT (over-the-top) streaming platforms like Netflix, Amazon Prime, and Disney+ maintain substantial revenue and subscriber bases globally, live TV and traditional viewing are in decline overall, especially driven by younger viewers migrating to social video.
The survey conducted by Hub Entertainment Research shows that young viewers (aged 13-24) spend more time watching non-premium online video than traditional TV shows, with 21% of their entertainment screen time dedicated to non-premium video and 16% on traditional TV shows. Among Americans under 30, only 52% watch three or more hours of TV daily, and 41% report not watching any live TV daily.
Jason Platt Zolov, senior consultant at Hub and one of the study authors, stated that consumers embrace social video as essential entertainment but are aware that it may come at the expense of watching longer-form TV and movies. The researchers reported that a quarter of viewers aged 35+ feel the same discomfort about spending too much time on short-form video platforms.
The survey findings suggest that studios have an opportunity to use short-form content to build connections with audiences, and bringing consumers back to longer-form content could deepen engagement with brands. The shift is reshaping advertising spend and content strategies across media industries, emphasizing integrated social and streaming approaches.
The findings are available on Hub's website as a free excerpt. Jon Giegengack, Hub's founder and co-author of the study, noted that YouTube became the first streaming platform to crack 10% share of total viewing on Nielsen's Gauge due to these findings. The consumption of social video is a significant trend that is likely to continue shaping the media landscape in the coming years.
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- The Hub Entertainment Research survey, titled "Video Redefined", highlights social video platforms like YouTube and TikTok as powerful tools for engaging young audiences, revealing that more than half of viewers aged 13-24 spend less time watching traditional TV due to increased social video consumption.
- The study shows that over 60% of young viewers (aged 13-24) often discover new shows or movies via clips on social platforms, indicating a shift in video consumption patterns among the younger demographic.
- The findings suggest that studios can leverage short-form content to build connections with audiences and deepen engagement with brands, as many viewers are now watching social video, like content on TikTok and Instagram, for more than an average weekly viewing time compared to traditional premium TV.
- The consumption of social video on platforms like YouTube and TikTok has surpassed traditional premium TV in terms of average weekly viewing time, especially among younger age groups, reshaping advertising spend and content strategies across media industries.
- The survey's results indicate that younger viewers (aged 13-24) spend more time watching non-premium online video, such as content on social media, than traditional TV shows, with 21% of their entertainment screen time dedicated to non-premium video and 16% on traditional TV shows. This trend highlights the growing importance of social media and video technology in the entertainment and media landscape.
