Acumen Report: Youth Video Diet

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ACUMEN REPORT
Youth Video Diet

The “video diet” of today’s 13-24 year olds has become an around-the-clock smorgasbord with the explosion of new platforms and proliferation of mobile devices. Fueling the hours watched is social media-based video; no longer a snack, it has become a video destination in its own right. Looking at the full menu of sources—digital, terrestrial, paid, free, new and old—our study reveals how video is more than an amusement or a way to pass time; it’s a tool that connects youth to friends and family and helps manage the ups-and-downs of everyday life.

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As seen in:            variety-med          latimes-med          adweek-med2          mash-med          tubefilter-med

Videos

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What’s on the Video Menu

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Daily Video Requirements

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Recipe for Ad Success

 

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Highlights

  • 91% watch video on social platforms like Facebook an average of 5.9 hours per week; 88% consume YouTube and other free digital an average of 6.2 hours weekly.
  • 77% watch video as a boredom killer; 57% use it as a “mood lifter.”
  • 88% consume YouTube and other free digital video an average of 6.2 hours weekly.

Methodology

In partnership with Hunter Qualitative Research, we conducted a 2-week online forum with 54 youth ages 13–24 living in the Chicago, Raleigh-Durham and Seattle metropolitan areas and interviewed 27 youth in-person. We followed with an online survey of 1,300 youth ages 13-24 conducted by Kelton Global.

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For more details and deeper insights on youth:

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