Strictly Business Social Video Diverts Audience Time Away From TV, Films? This Study Suggests the Opposite
Jan 29, 2025
Natasha Hritzuk, Head of corporate research at Warner Bros. Discovery, dives into her eye-opening research on short-form video. She reveals how platforms like TikTok and YouTube don't just compete with TV and film but actually enhance audience discovery of long-form content. Discussing the evolving viewing habits of younger generations, she highlights that short videos can act as gateways to traditional media. Natasha also emphasizes the need for innovative marketing strategies to engage today's digital audiences effectively.
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Younger Generations' Omnivorous Media Habits
- Younger generations spend their entertainment time across a variety of platforms including TV, streaming, social video, music, and gaming.
- They have highly omnivorous consumption habits, balancing TV and movies with short-form videos like TikTok and YouTube.
Short Form Isn't Killing Long Form
- Short form video appears to coexist with long form viewing rather than replace it, challenging the zero-sum assumption.
- The large total entertainment engagement leaves room for potential shifts in viewing share.
Leverage Qualitative and Quantitative Data
- Use mobile diaries and first-party data to uncover not just what content audiences watch but why they watch it.
- Combine qualitative insights with quantitative data for a fuller view of consumer motivations.