In the swiftly evolving world of digital entertainment, the battle for screen time is intensifying. Recent findings from Hub Entertainment Research and the TiVo Video Trends Report provide a clear snapshot of current trends that are reshaping how and where audiences consume video content.
The Dominance of Smartphones Over Connected TVs
Smartphones have edged out connected TVs (CTVs) as the most preferred devices for watching video content. Hub Entertainment Research reveals that smartphones are the top choice for 69% of U.S. viewers watching any video content at least weekly, compared to 68% for connected TVs. This slight lead underscores a significant trend — mobile devices are not just secondary screens; they are often the first point of access to video for many consumers.
The preference for smartphones is even more pronounced among Generation Alpha and Gen Z, with 88% of those aged 13-24 using smartphones for video viewing weekly, as opposed to 72% using smart TVs. This demographic shift suggests that for many young viewers, the traditional television is secondary to the immediacy and accessibility of mobile viewing. Among the 35+ crowd, smartphone usage drops significantly to 55%, compared to 63% for smart TVs.
The Rise of AVOD and FAST
The rise of AVOD and FAST is also reshaping device preferences. Smartphones, often used for short AVOD or FAST sessions by younger viewers, contrast with CTVs preferred for the immersive, longer-form content of SVOD. This highlights a strategic content shift across devices, aligning platform offerings with viewer habits and device functionality.
As platforms adapt to these viewing habits, YouTube’s presence on CTVs has grown substantially, making it a significant player on what was traditionally the domain of more conventional broadcast and cable networks. Moreover, social media platforms such as TikTok and X are exploring CTV applications, indicating a potential shift in how social video content competes directly with streaming SVOD services on larger screens.
Interestingly, while smartphones dominate non-premium video viewing—accounting for 44% of such activity—there’s a noteworthy portion of this viewing (26%) that takes place on TVs. This data points to a blurred line between device and content type, suggesting that even user-generated content (UGC) is finding a home on the larger screens traditionally reserved for premium productions.
The general belief has been that content dictates device preference: premium content such as TV shows and movies is best suited for larger screens, while user-generated content finds its niche on smaller, more personal devices. However, this distinction might be a carryover from earlier, less digital times. Hub’s research suggests a more nuanced reality where content types across different devices are not as rigidly defined. For example, TikTok has seen significant engagement with short-form clips of TV episodes and movies, often viewed on mobile devices.
Evolving Trends in Device Usage for Video Consumption
The TiVo Video Trends Report highlights shifts in device preferences over time. In Q4 2023, 71% of viewers preferred using their TVs for watching videos, a slight decrease from 73% in Q2 2022. On the other hand, smartphones have maintained a steady preference rate, showing resilience in their role as a key video consumption device. Tablets and computers show smaller, yet significant portions of usage, underscoring the diverse ecosystem of devices catering to different viewing preferences and situations.
Strategic Implications for Entertainment Executives
For entertainment executives, these trends underscore the importance of a multi-platform strategy that considers not just the content but also the preferred viewing devices of different demographic segments. Recognizing that younger viewers are more inclined towards mobile devices, strategies could include developing mobile-first content strategies, optimizing video formats for smaller screens and enhancing mobile app functionalities.
Moreover, the integration of social media content into CTV platforms presents an opportunity to create a more engaging, interactive viewer experience on larger screens, potentially increasing the time spent on these platforms.
Lastly, the data suggest a potential for growth in the utilization of tablets and computers for video consumption, indicating that investments in improving user experience on these devices could pay off, particularly as remote work and mobile lifestyles continue to influence habits.
The landscape of video consumption is continuously evolving with technological advancements and changing consumer preferences. Entertainment executives need to stay agile, leveraging these insights to tailor their strategies to meet viewers where they are — be it smartphones, CTVs, or any other emerging platforms. As the lines between traditional and digital media blur, the opportunity to innovate and captivate audiences becomes even more pronounced, promising a dynamic future for the entertainment industry if aligned with these power shifts in screens.
Jerry Inman, Chief Marketing Officer of Whip Media is a marketing innovator and global brand builder with a passion for entertainment technology.
The post Screen Time Shift: 88% of Gen Z Prefers Smartphone Viewing appeared first on TheWrap .
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