New Report Finds Social Media Video Now Sees as Much Consumption Time as Traditional TV

To underscore the increasing impact of online content on broader media consumption, a new study by the Consumer Technology Association, which will be released in conjunction with the annual CES industry event, now finds that American consumers are now They spend almost as much time streaming videos on social platforms as they do watching traditional TV.

As reported by Variety, the study, which includes responses from more than 2,000 respondents, shows Overall, user-generated content on social platforms accounts for 39% of the weekly media hours consumed by Americans, versus 61% for traditional media.

You can see the breakdown in this list, where traditional TV consumption took 18% of all media consumer time, versus 16% for online user-generated content.

And as you might expect, this trend is most pronounced among young consumers.

By variety:

“Teens aged 13-17 spend 56% of their time on media with user-generated content compared to just 22% among consumers 55 or older.”

The data underscores the evolving shift away from traditional media, and toward more democratic social media platforms as the primary form of content consumption. It’s important to note the brands – although it’s also important to note that traditional TV and subscription-based video, at the moment, still take up the lion’s share of media time.

While there is clearly a lot of value in UGC, and great benefits for presentation and audience building in social apps, there is also still something to be said for editorially selected content. And while VOD services sound like the death knell for traditional television, even though younger consumers align more with individual creators than channels and shows, moderation and control of publishing still play a key role in sorting the cream of the crop, and amplifying this material for larger audiences.

This has of course changed over the past decade, but it is interesting to note the important role editorially formatted content continues to play in the broader media landscape. Younger consumers are more closely aligned with the individual creators they find and engage with, and this is a major daily consumption trend to note. But in terms of spending your media dollars right now, there’s still a lot of value in these old formats (for lack of a better term), which can lead to solid results.

In other words, don’t put all your eggs in one basket of content, but make sure you’re aware of the latest consumption trends, which are set to unravel again over the next decade as we see a new wave of metaverse original content creators taking over this new phase.

The CTA study also found that about 20 million content creators in the US monetize their content in some way online, with an average online creator income of $768 per month.

Of the revenue that creators earn, 28% come from merchandise or fan experiences; 27% of content subscriptions; 27% of selective payments for content; 16% of the tip; and 2% from other sources.”

As platforms work to add more monetization options for creators, in order to retain superstars and keep their fans coming back for more, merchandise and subscriptions remain the most lucrative, and tips are still lagging.

Which is logical. Although people may like and even love some creators, they are still not likely to pay for something they can get for free. For creators, this means that you need to work on your value-added proposition to maximize your revenue streams, and develop products and/or services that you can offer in addition to your regular content to boost your chances.

It’s an interesting report on the current state of the media landscape, and the changes that have greatly changed the way media distribution works. Given this, if you want to maximize your brand messaging in 2022, you should look to diversify, as creating the iconic UGC in your niche is now a major pipeline for many brands to reach the right audience.

This may be more effective than TV ads, which have long been considered the premium ad placement option. TV ads will still insure greater brand awareness in many ways, but depending on your audience, there may also be better and more valuable ways to communicate.

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