Smartphones are now the primary medium used to consume new video content, overtaking television, according to a new study. Younger viewers are increasingly opting for their mobile screens over connected TV, with the two categories differing by only one percentage point, according to research by Hub Entertainment. Younger people are “already considering their smartphones as their go-to for watching content,” the report found. Connected-TV content consumption is also shifting, with social media platforms with video-streaming capability emerging as strong competitors.
The report shows large increases in TikTok user consumption of video content, with the time spent per day increasing from 2.12 hours in 2022 to 2.48 hours in 2024. Similar trends have been noted for platforms such as Instagram, Facebook, and YouTube. This growth is fuelled by the proliferation of short-form video content that drives user attention away from regular television and movies. The popularity of YouTube has become a dominant force in connected TV, with many rival platforms now considering bringing their own apps to the market.
The shift in preference among younger viewers is reflected in screen time, with those aged between 13 and 24 spending only 32% of their screen time watching television shows and movies, compared with viewers over 35, who spend 59%. There is also speculation that TikTok may increase its 15-minute video upload limit amid growing competition for social-media video content.
The study predicts that social media platforms will continue to challenge traditional streaming video services, as more people move to mobile screens. The study found that while the trend towards on-demand streaming is already established, the growing popularity of social media video content consumption is now the most competitive. As more young people reach for their smartphones over traditional TV screens for video content, this trend is set to continue.
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