SVOD accounts for just 4% of youth video consumption
As new forms of video evolve and numerous reports forecast the demise of traditional TV, new research reveals that the likes of Netflix and YouTube aren’t having as much of an impact on young people’s video consumption as the hype seems to suggest.
In fact, Netflix and other SVOD services account for just 4% of UK video consumption among 16-24 year olds (2% higher than the UK average), according to research by Platypus, commissioned by Thinkbox, while YouTube accounts for 7% (UK average 3.5%).
The Truth about Youth study aims to shed light on new attitudes that younger people have towards their video consumption, showing how the video diet of 16-24 year olds differs from the UK average.
In contrast to newer video platforms, TV (live, playback and broadcaster VOD services) dominates video viewing at 65%, compared to the UK average of 81%. This is because 30% of 16-24s’ video viewing is on new screens, such as tablets and smartphones – double that of the average individual at 15%.
Using a mix of feedback from online communities, ethnographic filming, and filmed depth discussions, the qualitative analysis looked at how 14-24s consume different forms of video.
The study identified three interlinking aspects which have a significant influence on how younger people consume video: ‘Time & Space’; ‘Identity’; and ‘Social Maintenance’ (see below).
“There has been an immense amount of speculation about how younger audiences are watching TV and newer forms of video,” said Matt Hill, research and planning director at Thinkbox.
“This research shows that newer forms of video have important roles to play in young people’s lives and that TV remains by far their favourite medium. Different video fulfils different needs and they co-exist happily.”
Joanne Cliff, Platypus Research, added: “By examining the media habits of this diverse age group in the context of their everyday lives we have gained an enlightening perspective not only about the role of different forms of media for young people but also the specific needs of this age group that are being met in a very different way to other age groups.”
14-24s have more free time than most and so have a broader spectrum of video viewing that stretches from highly immersive viewing to boredom-busting. TV content plays a role across the whole spectrum, as do SVOD services like Netflix for some. Online video platforms like YouTube tends to sit further along the spectrum as an easy way to kill some free time, the authors suggest.
This age group is often constrained in terms of access and control of the main TV screen, with competing demands from parents, siblings or friends in shared accommodation. This, the report states, explains why 16-24s watch more video on devices such as tablets and smartphones.
Identity
From the age of 14-16 young people are forming their identity. As a result, during this time they are very keen to connect with people of a similar age who they can relate to and take guidance from, with vlogging playing a key part.
There is also a desire to learn among this age group, with the wide variety and flexibility of short form video content serving the need well. TV also plays an important role, but often at a more aspirational and directional level.
Social maintenance
Social maintenance comes in two forms: physical and virtual.
Physical social maintenance is a fundamental human need. People like to spend time together, share things together, and find points of commonality. TV plays a very important role in this area, for maintaining connections with both friends and families.
Virtual social maintenance is a newer phenomenon that has been turbo-charged by the rise of social media. It helps explain why younger people in this study claimed to feel so short of time despite being so time-rich.
Alongside having to maintain their profile in the real world, they have to be continually active in the virtual world, to maintain the persona they want to portray.
Short-form online video plays an important role here as a currency for gaining kudos amongst friends. TV is also active here as social media allows people to virtually share the experience of watching their favourite shows and use TV as a form of ‘social badging’ and self-expression.