Monday, January 11, 2021, 12:17 PM ET|Posted by Will Richmond
For 13-24 year olds, online video viewing is approximately equal to traditional TV viewing, according to Hub Entertainment Research’s new Video Redefined study based on a December, 2020 survey. Hub said that 13-24 year olds who watch online video at least weekly reported they watch 11.4 hours of such content per week, compared with 11.8 hours per week spent watching TV content (TV shows and movies).
(Hub defines online video viewing to include YouTube plus social media sites and apps. It excludes streaming services like Netflix, Amazon, Disney+, etc).
YouTube is the most popular online video source for 13-24 year olds, with 78% watching at least weekly. Instagram followed, with 70%, then Snapchat (54%), TikTok (53%) and Twitter and Facebook (each at 30%). YouTube influencer videos appear to have a strong impact as well. Among 13-34 year olds who watched influencer videos, 65% of them said they’ve seen products or brands featured. 69% of these viewers said an influencer endorsement makes them more likely to buy than an ad on social media or TV (66%), banner ad (62%), print (61%) or radio (54%).
In addition, 67% of 13-24 year olds say they are watching more online video during the pandemic than before, with 23% saying they’re watching about the same and just 10% saying they’re watching less.
Among older audiences, online video isn’t as popular, with 25-34 year olds who watch online video at least weekly reporting they watch 10.3 hours of such content per week, compared with 17.9 hours per week spent watching TV content. 35+ year olds who watch online video at least weekly watch 7.3 hours of such content per week, compared with 22.7 hours per week spent watching TV content.
For 35+ year olds, 29% reported watching more online video during the pandemic than before with 59% watching the same amount and 12% watching less. YouTube is also 35+ year olds’ top online video site, with 74% watching weekly, followed by Facebook with 44%.
A free excerpt of the Video Redefined report is available.
Topics: Hub Research