Tuesday, February 8, 2022, 11:46 AM ET|Posted by Will Richmond
Screen-based activity for older and younger viewers is increasingly diverging, according to the Hub Entertainment Research’s latest “Video Redefined” survey. For 13-24 year olds, just 25% of their screen-based leisure time was spent watching TV and movies, as compared with 60% for 35 years old and older.
Across the entire survey, Hub found that 48% of screen-based leisure time was spent watching TV and movies, down from 53% in 2020.
Younger viewers split their time between TV (13%) and movies (12%) while older viewers focused mainly on TV (45%) vs. movies (15%).
Taking the place of TV and movies for younger viewers was gaming (25%), online videos (19%) and social media (13%) for a combined 57% of time allocated to these three activities. Just over half (51%) of younger viewers said they’re watching less TV and movies because of these other screen options. Older viewers spent just 28% of their combined time on these three activities with gaming (11%), online videos (10%) and social media (7%).
Viewers aged 13-24 reported spending 13.7 hours per week on average watching online videos, slightly less than the 15.3 hours they spend watching TV per week. Conversely, 35+ year olds watched online videos just 8.7 hours per week on average and 22.7 hours per week on average watching TV.
The data reinforces the idea that TV and streaming services are not only competing against one another, but also against a range of new screen-based options.
The Video Redefined survey includes 2,179 U.S. consumers aged 13-74 years old in December, 2021.
Topics: Hub Research