Who remembers running home from school to watch their favorite TV show? This is just a memory in many minds today. As the technology introduced VCRs, DVDs, and finally streaming videos online, our habits regarding videos have changed tremendously. One of the biggest changes was regarding our TV-viewing habits. For example, the American war-comedy M*A*S*H’s finale aired in 1983, and it attracted around 125M viewers. The most-viewed TV episode in 2018 was Superbowl Sunday’s This is Us episode, and it attracted only 27M viewers. That indicates that live TV viewership has declined over the years, but does that mean we watch less video, or the content is less quality? The answer is no. Actually, video constitutes more than half of total media consumption; 6 of the 11 hours spent with media is dedicated to video consumption regardless of the platform. The time spent on video is increasing at a higher rate than any other media type. Another big change comes from short-form videos with the increase of mobile usage for video consumption. Over 80% of adults use mobile phones to watch short videos.
- 80% of people aged18-24 in the UK spent more time watching online videos during the COVID-19 lockdown than before.
- Mobile video increased by 4% in March 2020 compared to February 2020 due to the COVID-19 lockdown.
- During the pandemic, 88% used mobile videos for entertainment, 77% for personal growth and wellness, 76% for connection, and 59% for information.
- Time spent with Tv declined by 12% to an average of three hours, 49 minutes in 2020, from four hours 20 minutes per day in 2014.
- 73% of Generation Z and Millennials watch more videos on their mobile phone in 2020 than in 2019. And in 2019, this growth was 65% compared to 2018.
- 86% of Generation Z and Millennials state that mobile video has helped them to handle the pandemic crisis.
- By increasing 11% in 2020 compared to 2019, 82% of viewers watch user-generated short-form videos every day.
- 7 in 10 Generation Z and Millennials say that they would rather engage with many short-form videos than get immersed in a longer video.
- The average video length is trending shorter and shorter. In 2017, the average length of a video was 6.07 minutes. This number decreased by 33% to 4.07 minutes in 2018. (in 2016, the number was 13.14 minutes.)
- 68% of viewers watch business-related videos until the end if it is less than 60 seconds. If it is more than 20 minutes, only 25% finish the video.
- According to Deloitte Digital, 84% of Generation Zers and 81% of Millennials, as an average, 74% of US consumers watch short-form video. Also, 40% of Americans spend more than an hour watching short-form video clips on social media every week.
- According to the National Research Group’s 2018 study State of the Small Screen, 47% of all time spent watching mobile video was dedicated to short-form.
- According to Deloitte, consumers who frequently watch short-form videos are more responsive to advertising.
- According to e-Marketer, more than 75% of worldwide video viewing is mobile. However, the majority of business-related video views (87%) are on desktop or laptop computers.
- The number of mobile video viewers is expected to grow to 72 billion in 2023 from 1.83 billion.
- According to the report from Verizon Media and ad buyer Publicis Media, 92% of viewers watch mobile videos sound off. When captions are presented, 37% of viewers turn the sound on since they find the video interesting, and 29% states that they could still understand the video sound off thanks to captioning.
- According to Cisco, reaching a 15 times higher number than it was in 2017, online videos will constitute more than 82% of all consumer internet traffic by 2022.
- According to HubSpot data, 72% of customers would rather learn about a product or service via watching a video.
- 65% of people turn to YouTube to help them solve a problem, according to Google.
- 62% of consumers are more interested in a product after seeing it in a Facebook Story.
- 76% of Generation Z and Millennials say that vertical video feels more personal, and 74% say that it feels more immersive. Want to check out how vertical videos gained popularity? Find out more here.
- Social participation, such as sharing their thoughts with interactive polling or questions within a video, is very important to 65% of Generation Z. Even the most basic interactive content requires some degree of engagement.
One of the best ways to use videos on mobile is by placing in-app stories. Thanks to its wide usage across social media platforms, users are confident with story format. To discover building an interactive video content strategy by using stories, you can try Storyly now.
Video is a fundamental part of our lives to connect and stay relevant. Social media platforms such as TikTok, Snapchat, Instagram, Facebook, etc. are shaping the future of video by considering the generational changes. Video will continue to grow and evolve.