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The big news surrounding the media habits of today’s youth is the steep decline in television viewing and the massive increase in digital video consumption. In particular, YouTube and other popular social media platforms have seen significant increases in viewership. Even television-ratings heavyweight Nielsen has recognized that, “Traditional television viewing on a TV screen is down, especially for younger viewers.”
To better understand the driving force behind this new shift in media consumption, DEFY Media’s Acumen Report, Constant Content, took a deep-dive into this phenomenon. We interviewed thirty-six 13-24 year-olds, and conducted an online survey with over one thousand participants in the same demographic. Overall, Defy Media’s research indicated that the movement toward online video viewership branches from their “digital native” upbringing, and lifestyle needs. The new generation has had the opportunity to download or stream whatever content they want—whenever they want—from the day they could work a keyboard. Digital is second nature, highly relevant, and matches their always-on lifestyle.
The numbers don’t lie—more youth are watching digital video than they are TV, and spending more hours on digital video sources. Our study found that 96% of 13-24 year-olds said they watch free online video (e.g., YouTube and other social media platforms) versus 81% who said they watch scheduled television. Our survey also revealed that more time (11.3 hrs/week) is spent watching free online video in comparison to traditional TV (8.3 hrs/week). Even more amazing, when we included subscription video time (e.g., Netflix and Hulu) in comparison to the inclusion of on-demand and recorded TV, the divide becomes considerably more transparent —22 hrs/week spent on digital video versus 16 hrs/week for television.
So why are youth flocking to digital video and abandoning traditional TV? Our study revealed that 67% of online video is “easier to relate to” versus 41% saying this about television. Surprisingly, 62% of our youth surveyed said online video “makes me feel good about myself” versus 40% for TV. These statistics may tie in both with the relatability of digital stars, and the sometimes-awkward transition into adulthood.
Tom Falinski, Senior Account Executive at DEFY Media commented, “Unlike its digital alternatives, traditional television now gives a feeling of impersonality. The ability to consume ‘just for me’ on-demand content that is essentially curated by each user is a resonating factor with viewers. It gives a sense of ownership and connection with digital brands and their personalities, which in turn translates into elevated opinions and trust. Savvy advertisers have begun to align themselves with this highly influential means of communicating to youth and young adult audiences.”
So, when pairing the youth’s ability to relate to digital stars, with content that satisfies the “I want to watch what I want, when I want” mentality, there is an obvious attractiveness to shift to online video.
