Weekly TV and movie viewing has fallen by 2 hours since 2022, falling to 19 hours a week, while social/creator content has held steady at 11 hours a week, according to Hub Entertainment Research.
The latest Video Redefined study also indicates that social/creator content is becoming more important for viewers over the age of 35. Plus, More than half of Gen Z audiences have embraced watching YouTube on the TV, versus less than 40% of the 35-plus set.
Microdramas, Hub said, “may have broken the curse of Quibi,” as 22% of respondents said they had watched the genre.
Audiences are also using social platforms to discover new longer-form TV series and movies; more than half of respondents in the 13 to 34 demo said they found new TV shows and movies from clips on places like TikTok and Instagram.
“Viewers embrace how easy and fun it is to watch social and creator videos at YouTube, TikTok and Instagram,” said Jason Platt Zolov, study author and senior consultant at Hub. “As this content continues to migrate from mobile phones to living room TV sets, there’s a great opportunity to develop even more compelling creator programming—as well as unique ways to promote traditional TV and movies via those social platforms.”
