MARKETING

A new report finds a video on social media that now sees as much time spent as traditional TV


Underlining the growing impact of Internet content on wider media consumption, a new study conducted by the Consumer Technology Association, to be released in connection with CES’s annual industry event, found that U.S. consumers are now they spend almost as much time streaming videos on social platforms as watching traditional TV.

According to Variety, the study, which includes answers from over 2,000 respondents, shows that overall, user-generated content on social platforms now accounts for 39% of weekly media hours spent by Americans, compared to 61% for traditional media.

You can see the breakdown on this list, with traditional TV spending accounting for 18% of total media consumer time, compared to 16% for content generated by online users.

And as you would expect, this trend is even more pronounced among younger consumers.

By variety:

“Teenagers aged 13 to 17 spend 56% of their media time with user-generated content, compared to just 22% of consumers over the age of 55.”

The data highlights the evolutionary shift from traditional media to more democratized social media platforms as a key form of content consumption. What is important to note for brands – although it is also important to note that traditional subscription-based TV and video, at the moment, still take up the lion’s share of media spending time.

While there is obviously significant value in UGC and great benefits for exhibiting and building audiences in social applications, there is still something to be said for editorially defined content. And while VOD services seem like a deadly bell for traditional TV, despite younger consumers agreeing more with individual creators than with channels and shows, moderation and control of broadcasting still play a key role in sorting out the cream and enhancing that material to a wider audience.

This has, of course, changed over the past decade, but it is interesting to note the significant role that editorially curated content continues to play in the wider media environment. Younger consumers are far more aligned with the individual creators they find and subscribe to, and this is a key trend in daily spending that should be noted. But in terms of the current spending of your media dollars, significant value remains in these inherited (in the absence of better expression) formats, which could yield strong results.

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

A CTA study also found that about 20 million creators in the U.S. monetize their content in some way online, with an average revenue for online creators of $ 768 a month.

Of the revenue generated by the creators, 28% is from the goods or experiences of the fans; 27% of subscriptions to content; 27% of a la carte payments for content; 16% is from tips; and 2% is from other sources. “

While platforms are working to add more monetization options for creators to keep top stars and keep their audiences coming back for more, merchandise and subscriptions are still making the most money, and tips are still lagging behind.

Which makes sense. While people might like and even love certain creators, they are still not too likely to pay for something they can get for free. For creators, this means you need to work on your value-added proposal to maximize your revenue and develop the products and / or services you can provide with your regular content to maximize your capabilities.

It is an interesting report on the current state of the media landscape and the changes that have greatly transformed the way media distribution works. With this in mind, if you want to maximize messages about your 2022 brand, you should strive to diversify, with the popular UGC in your niche now a key channel for many brands to reach the right audience.

This could be even more effective than TV ads, which have long been seen as a premium ad placement option. TV ads will continue to provide greater brand awareness in many aspects, but depending on your audience, there may be better, more valuable ways to connect.



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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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