Social Video vs. Paid Streaming: A Report on the Race to Replace TV
Pay TV. SVOD. Social video.
They aren’t often grouped together, but the latest data in the new Variety Intelligence Platform special report “Social Video vs. SVOD: The Race to Replace TV” suggests they can be thought of as a series of historical shifts in U.S. audience viewing behavior.
First the cable business broke broadcast TV’s stranglehold in the 1980s. Thirty years later, Netflix led a field of successor streaming services that siphoned eyeballs at equally sizable scale from linear TV.
And now even though streaming is hardly done in terms of its growth relative to broadcast and cable, there are signs of a paradigm shift already in motion: a third wave of fragmentation in which social video begins to eat into the market share of major streaming services.
Data keeps mounting that video consumption on the big social platforms — primarily YouTube, TikTok and Instagram — is growing strongly, with users spending more time on these platforms each year. In this report, VIP+ provides a data-driven probe into how this viewing may impact time spent with subscription video.
To shed light on that behavioral shift, the report features exclusive data provided to VIP+ from research firm Maverix Insights, collected by its measurement platform Media IDentity Graph (MIDG).
Capturing zero-party data on digital behavior from 50 million U.S. consumers across all devices, from the big screen in their living room to their iPhones, MIDG enabled a comparative view of unprecedented scope for both short-form video and streaming video usage.
VIP+ also puts the social video viewing trend in the larger video context, delving into the rapid decline of traditional TV, shifts in advertising spend and changing video content preferences among consumers, particularly among generations Z and Alpha.
The race is on to replace linear TV as the video option that commands the most viewing hours in the average American’s waking day. But make no mistake, this will be a marathon, not a sprint.
Read on to learn about:
Reams of exclusive data on growth trajectories of social video relative to SVOD
The broad implications of a generational paradigm shift in video-viewing habits
Demographics for viewing patterns of short- and long-form video across platforms
More From Our Brands
-
Rolling Stone
Prep Your Closets: These Are the 15 Best White Dress Shirts to Buy In 2024
-
Robb Report
Rare Domaine de la Romanée-Conti at Sotheby’s Wine Auction
-
Sportico
NFL Private Equity Rules Let League Force Sales, Share in Upside
-
SPY
The Best Loofahs and Body Scrubbers, According to Dermatologists
-
TVLine
New Yellowstone Spinoff Eyes Michelle Pfeiffer, Kurt Russell and Patrick J. Adams to Star (Exclusive)