F E B R U A R Y 2 0 1 6

HOW ONLINE VIDEO CONTENT IS RESHAPING THE ENTERTAINMENT LANDSCAPE

NON-TRADITIONAL TV

ONLINE VIDEOS ATTRACT A HUGE AUDIENCE...

...AND AN AUDIENCE THATʼS HIGHLY ENGAGED:

AGE 16-24: MORE THAN HALF WATCH EVERY DAY 53%WATCH AT LEAST

ONCE A WEEK76%

ALL RESPONDENTS 77%

AGE 16-24 88%

ONLINE VIDEO VIEWERS SPEND MORE THAN 8 HOURS PER WEEK

ONLINE VIDEO: 8 HOURS 12 MINUTES

TRADITIONAL TV: 22 HOURS 6 MINUTES

HAVE WATCHED ONLINE VIDEO ENTERTAINMENT IN PAST 6 MONTHS:

AMONG THOSE THAT WATCH ONLINE VIDEO AT ALL:

MEAN VIEWING TIME PER WEEK

ONLINE VIDEO CUTSINTO REGULAR TV VIEWING

BUT STILL: THIS APPEARS TO BE A CATEGORY WHERETRADITIONAL MEDIA COMPANIES CAN DO WELL:

YOUNGER ONLINE VIEWERS SPEND ALMOSTAS MUCH TIME WITH ONLINE VIDEO AS TRADITIONAL TV

They're shorter

63% They more creative/inventive

62% They're more relevant to my interests

59%

Download more data from this study at www.hubresearchllc.com

We surveyed 1,246 TV consumers…• Age 16-74 •

• Watch at least 5 hours of TV per week •• Have broadband at home •

Data collection completed February 2016

AGE 16-24

AGE 25-34

AGE 35+

15 hours per week20 hours per week

921

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TOP MENTIONED ADVANTAGES OF ONLINE VIDEO OVER TRADITIONAL TV:

ONLINE VIDEO

TRADITIONAL TV

ESTIMATED HOURS PER WEEK:

would feel “positive” about an online video personality they follow signing on with a major media company

48%

34% say theyʼd rather watch online videos from “big” media companies, while only 14% prefer online videos to be from independent creators

VS. 14%34%

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