Hub Entertainment Research’s Video Redefined study concerning TV hours and social content was conducted with 1896 US consumers, with ages ranging from 13 to 74.
Study finds that weekly TV and movie viewing has dropped from 21 to 19 hours per week since 2022. Meanwhile, social and creator content remains steady at ~11 hours weekly.
Social and creator video consumption is increasing among viewers over 35, while Gen Z (ages 13–34) heavily uses YouTube on TV. This contributes to YouTube’s position as the most watched platform on TV, with growing domination.
Micro-dramas and bite-sized content are rising in popularity; 22% of viewers report watching these narratives across multiple episodes.
More than half of young viewers discover new TV shows and movies through clips on TikTok and Instagram, even if they feel they spend “too much time” on social content.
The migration of social and creator content from phones to TV presents chances to innovate programming, as well as unique ways to promote traditional shows and films. Long-form content companies are using creators to attract a young audience.
