Research: Digital Videos Outperform Conventional Television Among Young Audience Members
In a significant shift, social video platforms like YouTube and TikTok are redefining the landscape of traditional TV viewing, particularly among young audiences aged 13-24. According to Hub Entertainment Research's annual Video Redefined survey, this demographic is spending more time watching "non-premium" online video than traditional TV shows.
The findings, presented in Hub's 2024 report, reveal that younger viewers prioritize streaming and social video over traditional TV. In fact, about two-thirds of people aged 6 to 17 watched streaming content more than conventional TV in 2024, illustrating a clear shift towards online video platforms. Similarly, research indicates that younger viewers spend more time on social video and gaming (45%) than on TV (16%).
Jon Giegengack, the founder of Hub, emphasized that the relationship between social video and TV can be complementary. He added that the findings underscore why YouTube became the first streaming platform to crack 10% share of total viewing on Nielsen's Gauge.
The preference for on-demand, user-controlled viewing experiences is a key factor driving this shift. A 2024 survey showed U.S. adults preferred streaming TV and video over traditional TV primarily because it allows watching on their own schedule and offers more content options. This flexibility is even more pronounced among young audiences who integrate social video into their daily media diet.
Social video platforms offer free, accessible content and multiple entry points. YouTube serves as a significant portal that complements traditional TV by offering content for free, increasing reach especially among young viewers who are cost-conscious. TikTok's format emphasizes short, engaging videos that fit young viewers’ preferences for quick, diverse entertainment.
However, traditional TV is not entirely displaced but is in a "no man’s land" for youth. While overall conventional TV viewing has declined among younger cohorts, it remains relevant during certain events or seasons (e.g., sports, premieres).
Jason Platt Zolov, senior consultant at Hub, stated that consumers embrace social video as essential entertainment but are aware it may come at the expense of longer-form TV and movies. More than half (57%) of viewers aged 13-24 say they spend less time watching "regular TV" due to the time they spend on services like YouTube and TikTok.
Interestingly, 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. Conversely, only 35% of viewers over age 35 discovered shows this way, making social video a powerful tool for engaging critical young audiences.
Giegengack also mentioned that the next generation of TV consumers recognize the difference between 'premium' and 'non-premium' content. Consumers age 35+ spend 39% of their screen time on TV shows, more than twice as much as they spend on online videos (14%). However, about 60% of all viewers under age 35 say that short videos are just as much fun as "premium" TV.
In synthesis, the impact of social video on traditional premium viewing among 13-24 year olds is marked by a strong migration from linear and premium long-form TV toward streaming and social platforms, driven by the demand for personalized, flexible, and free-access content. Traditional premium content providers face challenges engaging youth unless they adapt content distribution and interaction models that reflect this evolving preference landscape.
The free excerpt of the findings is available on Hub's website for those interested in delving deeper into this fascinating shift in media consumption habits.
[1] Hub Entertainment Research (2024). "Video Redefined" report. [2] Nielsen (2024). Total Audience Report. [3] Pew Research Center (2024). "Teens, Social Media & Technology Overview 2024". [4] Common Sense Media (2024). "The State of Kids & Family Media Report".
- The findings in Hub's 2024 report suggest a significant preference among younger viewers for streaming and social video over traditional TV, with about two-thirds of people aged 6 to 17 watching streaming content more than conventional TV.
- YouTube, as a significant portal, offers free, accessible content and complements traditional TV by increasing reach, especially among young viewers who are cost-conscious.
- TikTok's format emphasizes short, engaging videos that fit young viewers’ preferences for quick, diverse entertainment.
- More than half (57%) of viewers aged 13-24 say they spend less time watching "regular TV" due to the time they spend on services like YouTube and TikTok.
- The next generation of TV consumers recognize the difference between 'premium' and 'non-premium' content, with about 60% of all viewers under age 35 saying that short videos are just as much fun as "premium" TV.
