Hub’s annual Video Redefined study puts TV and movie viewing in perspective with the increasingly powerful category of non-premium video, aka “social video” and other short-form or user-generated content. Once considered a supplemental category of viewing, social video now comprises about a quarter of all video viewing time at places like YouTube and TikTok. With only so many hours in the day, Video Redefined explores how traditional long-form content co-exists with the many new ways to watch different kinds of content.
This study will continue to track the increased popularity of social video and non-premium content categories, including social video influencers and podcasts. Popular IP that spans across multiple platforms will allow us to explore how non-premium video can promote premium content on other platforms, including TV shows, movies and games. Younger people have long been leaders in consuming short form and social video, and this study will highlight how viewing of non-TV-screen content varies by consumer segment. Across platforms (TV, mobile, etc) and video content types, Video Redefined will identify the most popular types of non-premium content, how consumers are reacting to advertising on those platforms, and how consumption of this content may (or may not) be at the expense of other platforms.
This study helps our TV industry and advertising clients better understand both the challenges and opportunities of “off-TV-screen” content and how it can be leveraged to drive successful business strategies.
Source: Interviews with 1,919 U.S. TV viewers with broadband access age 13-74
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