SESSION FOUR
The Direction of Media Consumption
- Breakdown of average daily time spent on video across different services for U.S. adults (18+)
Total Daily Average Video Watch Time on Top Platforms
- Comparison of video watch time on SVOD (Subscription Video on Demand) vs. social media by generation
Average Daily Video Watch Time on Social Media
- Analysis of daily video consumption across social media platforms by generation
Share of Total Daily Time Spent Viewing
- Breakdown of total time spent on different platforms
U.S. Average Daily Time Spent Watching TV
- Insights into how much time is spent on TV daily in the U.S.
Total U.S. Pay TV Households
- Data on the number of Pay TV households in the U.S.
Mean Hours Watched Per Week
- Nielsen viewing snapshot for linear and streaming content, with specific platform usage data
U.S. Digital Video Views by Platform 2024
- Overview of digital video views by platform
Social Media Preferences by Generation
- Distribution of social platform users by generation and preferences
Cable News Viewership by Age
- Cable news consumption patterns by age group
Questions
- Which areas of media is your organization leaning into or away from?
- How can you increase long-form content consumption from your audience?
- What does short-form content success look like for your company?
Overview of the Session
Steve Stapleton and Lincoln Redmon discussed generational giving trends, media consumption habits, and the evolving landscape of video content distribution. They focused on how different generations engage with charitable giving and how organizations can tailor their digital content strategies to match the changing preferences in media consumption.
Generational Giving Trends
Steve shared research on giving patterns across generations, noting that Boomers, who make up 23.6% of the U.S. population, contribute 43% of all charitable donations, with an average annual donation of $1,212. Millennials, despite making up 25.9% of the population, only contribute 11% of total giving, with an average donation of $481. Gen Z, a smaller group, surprisingly donates $780 annually on average, while Gen X contributes $732. Steve emphasized that Boomers remain the most crucial donor group, but organizations need to engage all generations differently to maximize giving.
Media Consumption and Video Trends
Steve and Lincoln highlighted the shifts in how different generations consume media. Video content consumption remains high at around 5 hours a day, but how people engage with this content is changing. Steve pointed out the significant growth in social video consumption, particularly on platforms like YouTube and TikTok, while traditional TV continues to decline. Paid TV (cord-cutting) has leveled out, and subscription-based video on demand (SVOD) services like Netflix are seeing declines. Meanwhile, YouTube is increasingly becoming a dominant platform, even among Boomers, who are adopting social video at growing rates.
Video Consumption by Generation
The data presented showed that Millennials and Boomers are the biggest consumers of both SVOD and social video content. Millennials, having grown up with digital devices, engage heavily with video on social platforms like YouTube, while Boomers are catching up as they adapt to newer technologies. Steve mentioned that Gen Z and Gen Alpha are showing fatigue with digital content, as they have been exposed to it their entire lives.
Trends in Social Platforms
Steve and Lincoln discussed the relevance of various social platforms for different age groups. Boomers primarily use Facebook and Instagram, while Gen Z and Gen Alpha dominate TikTok and Snapchat. YouTube is widely popular across all generations and is increasingly being used on connected TVs, offering opportunities for long-form content consumption. Steve pointed out that long-form video holds more value for engagement and conversion than short-form, which is key for organizations looking to drive donations or purchases.
Challenges and Opportunities with Long-Form vs. Short-Form Content
Lincoln raised concerns about how organizations can balance creating both long-form and short-form content, particularly as short-form platforms like TikTok and Instagram Reels continue to gain traction. While short-form is gaining popularity, Lincoln emphasized that long-form content, especially on platforms like YouTube, has much greater value in terms of engagement and impact. He urged the audience to think about how they could use short-form content to drive audiences toward longer, more meaningful content that has higher conversion potential.
The Future of Video Platforms
Steve predicted that while traditional TV will remain valuable for its reach, much of the future lies in social video platforms and connected TVs, especially as YouTube continues to grow. He also noted the decline of streaming platforms like Netflix as they struggle to compete with the rising influence of social video. The conversation ended with discussions on how organizations should prepare for these shifts in video consumption trends and use both short-form and long-form strategies to engage with their audiences effectively.
Audience Questions and Insights
The session concluded with audience discussions on how to leverage platforms like YouTube and Facebook for long-form content while utilizing short-form content to drive engagement. Steve and Lincoln agreed that YouTube’s growing prominence, particularly on connected TVs, would play a key role in future digital strategies for organizations.