Research: Social Media Videos Outpace Conventional Television for Youth Audience Engagement
According to Hub Entertainment Research's 2024 "Video Redefined" report, social video is making a significant impact on traditional premium television viewing among young viewers, particularly Gen Z. The report highlights that non-premium and social video content types are increasingly popular, reshaping how younger audiences engage with traditional premium TV content.
Jason Platt Zolov, senior consultant at Hub, stated that consumers embrace social video as essential entertainment. However, they are aware that it may come at the expense of longer-form TV and movies. The study suggests that social video serves as a gateway for young people to discover longer content.
The survey findings reveal that young people (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 compared to 16% on traditional TV shows. 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.
Short-form videos aren't just filler content, as about 60% of all viewers under age 35 say that short videos are just as much fun as "premium" TV. Nearly a quarter of short-form videos are watched on a TV set, according to the survey respondents.
The next generation of TV consumers recognizes the difference between 'premium' and 'non-premium' content, according to Giegengack. 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. A quarter of viewers age 35+ feel the same way, despite spending less time with short-form video content.
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. 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.
Jon Giegengack, Hub's founder and co-author of the study, pointed out that YouTube became the first streaming platform to crack 10% share of total viewing on Nielsen's Gauge due to these findings. The interviews were conducted in December 2024 and explored how consumer consumption of social video co-exists with viewing of traditional long-form TV and movies.
The survey results suggest that studios have an opportunity to continue to lean into short-form content to build connections with audiences. Bringing consumers back to longer-form content could potentially deepen engagement with brands in meaningful ways.
The "Video Redefined" report is based on a survey conducted among 1,919 US consumers ages 13-47 with broadband access. The findings are available on Hub's website.
In summary, Hub Entertainment Research's 2024 findings suggest social video content is a major competitor to traditional premium TV viewing among young consumers, contributing to evolving entertainment paradigms that prioritize discovery, personalization, and non-premium content formats.
- Jason Platt Zolov, a senior consultant at Hub, stated that consumers embrace social video as essential entertainment, acknowledging its potential impact on longer-form TV and movies.
- The survey findings reveal that young people (aged 13-24) spend more time watching non-premium online video, specifically short-form videos on platforms like TikTok and Instagram, than traditional TV shows.
- Giegengack, Hub's founder and co-author of the study, pointed out that YouTube has reached a 10% share of total viewing on Nielsen's Gauge due to the growing usage of social video.
- The "Video Redefined" report, based on a survey conducted among 1,919 US consumers ages 13-47 with broadband access, suggests that studios have an opportunity to continue to lean into short-form content to build connections with audiences.
- Short-form videos aren't just filler content, as about 60% of viewers under age 35 find them just as much fun as "premium" TV, further highlighting the impact of social media, technology, and digital content on the entertainment industry, particularly among younger audiences.
