The big news about youth 13-24 years old is the decline in TV watching and increase in digital content consumption. Exposure to the online world and social media at a young age means digital is second nature to this cohort. Our study investigates what makes digital content so compelling to youth and what factors are driving youth’s increased consumption—including the impact of social media, content themes, and YouTube personalities.
- 96% watch video on social media or sites like YouTube an average of 11 hours weekly; TV is watched by 81% an average of 8 hours weekly.
- 62% say online video “makes me feel good about myself”; only 40% say this about TV.
- 62% say they would try a product or brand recommended by a YouTuber; 47% say this about TV/movie stars.
We partnered with Hunter Qualitative Research and child psychologists at KnoWhy Research to conduct a 2-week online forum with 36 youth ages 13–24 living in Atlanta, Los Angeles, and Minneapolis metropolitan areas. We subsequently conducted in-person interviews with 18 of the youth and an online survey of 1,350 youth ages 13-24.