Streaming TV’s fight on social’s stage Tactics for a short-form video future
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Streaming TV and social platforms have long competed for audience attention but from separate lanes. Now, these roads are merging in the social platforms’ favour as the likes of YouTube and TikTok evolve into kaleidoscopes of entertainment content, from vlogs and music videos to live sport and TV series. Such is their pulling power among consumers that YouTube has supplanted Netflix as the most watched video service on American smart TVs. This report will delve into the video consumption habits of social media users and streaming TV subscribers to understand the implications of streaming TV dancing to social media’s tune – and how it can fight back.
Key data and insights in the report:
- Time spent by consumers watching streaming TV, social video, and using social media by age group
- Penetration of video viewing behaviours on social media such as: watching, trailers, official clips, and unofficial uploads, by age group
- Watch party preferences for consumers and streaming TV users by platform, such as: YouTube Premium, Amazon Prime Video, and Netflix
- Recommendations for how streaming TV services can leverage social platforms and short-form video
- Analysis of age group differences in consumer behaviours when watching streaming video and social
This report sources data from:
- MIDiA Research Consumer Survey Q2 2023 fielded in US, UK, Australia, Canada, Germany, France, Sweden, South Korea, Brazil, n= 9,000
- MIDiA Research Consumer Survey Q3 2023 fielded in US, UK, Australia, Canada, France, Thailand, Colombia n= 7,000
- MIDiA Research Consumer Survey Q2 2024 fielded in US, UK, Australia, Canada, Germany, France, Sweden, South Korea, Brazil, n= 9,000
- MIDiA Research Consumer Survey Q1 2024 fielded in US, UK, Australia, Canada, Germany, France, Poland, Turkey, China, South Africa, n = 10,000
Words: 4461 Pages: 19 Infographics: 3
Brands, companies, and artists mentioned: Amazon Prime Video, Apple TV+, Baby Just Say Yes! Beast Games,Cocomelon, Discord, Disney+, Dizplai, Friends, Gary Neville, Google TV, Idris Elba, Ian Wright, Instagram, Jake Paul, Kiefer Sutherland, Liam Hemsworth, Max, Mike Tyson, MrBeast, Ms. Rachel, Neil Mohan, Netflix, NFL, Paramount+, The Overlap, TikTok, Tubi, Quibi, ReelShort, Sidemen, Sky, Sky Glass, Sky Sports, Steven Spielberg, The Double Life of My Billionaire Husband, YouTube, YouTube Primetime channels, YouTube Shorts, Veed.IO, Warner Bros. Discovery, We Will Love Again, and WhatsApp