Shawn Maher

The Unexpected Ways Video Consumption Has Changed During the Pandemic

We know that you’ve probably heard about the death of television many times over the years, but the statistics actually show video consumption is rising. Especially during the pandemic when we’re all stuck at home.

Well, it appears that it’s not just people flipping on the boob tube, but instead consuming more and more video content than ever from smartphones, computer, TV and any other video streaming service they can get their hands on.

Recently, Marketing Charts analyzed television viewing habits by demographic using year-to-date data from 2020 as compared to the same time period in 2019. Remember 2019? When we could go anywhere in the world and do anything? With all that freedom, you’d think we’d be watching way less TV. But that’s simply not the case.

The study found that television viewership (both live and time-shifted) for people aged 18-34 traditional television viewership (both live and time-shifted) declined by 15.3% year-to-year. Not only that, these consumers spend almost three times using apps and on the web on JUST their smartphones. That doesn’t even include laptops or other connected devices.

In fact, only 71% of that age bracket watches traditional TV, period. Those who do on average watch just short of two hours per day. That’s down 15 minutes from the previous year.

Overall, time watching TV declined across all demographics in 2020 compared to 2019. But as the demographic age increases, there is less and less of a decrease in viewing time. In the 65+ age group, television viewing is still holding fairly steady year-to-year. To target the older generation, advertisers can make use of such data to analyze the TV identity of consumers and optimize their campaigns accordingly. Companies like Samba TV can provide an identity graph that is said to be 90%+ accurate with identifying digital devices to a household, making marketing content more relatable to the audience.

On the other hand, the average adult watches 5 hours and 56 minutes of video total. Easy math shows us that the majority of video consumed is streaming online through apps and streaming services. That’s up to 10 minutes year-on-year due to an increase in streaming on connected TVs, computers and devices. This has become a lot easier with the pairing of the different electronic devices (like the ones VIZIO manufactures) with virtual voice controlled assistants like Google and Amazon Alexa.

And that makes it pretty easy to draw a conclusion here. If you don’t have an online video content strategy, then you aren’t reaching a huge swath of customers, especially those whose brand loyalty could last for decades into the future. Not to mention the advantages of improved and more robust targeting that allows brands to put the right content in front of the right people at the right time.

It may seem like a lot to take on, but with our in-house online video content production arm, G/L Content Studios, we work nimbly and draw from our decades of experience in marketing communications to make sure you aren’t just making online videos, but you’re Making It Mean Something. Get in touch and we can find a video content strategy made for your unique brand and your unique needs.