The influence of online content on media consumption continues to grow
Posted: Tue Dec 17, 2024 5:16 am
A new study by the Consumer Technology Association and released in conjunction with the annual industry event CES found that U.S. consumers now spend nearly as much time watching streaming video on social platforms as they do watching traditional television.
This is especially interesting given that our countries consume content in very similar ways. Russia also has a large core of viewers who prefer traditional media, but they too are increasingly abandoning television in favor of online broadcasting.
As reported by Variety, a survey of more than 2,000 respondents found that overall, user-generated content on social platforms now accounts for 39% of viewing time, compared to 61% for traditional cell phone number list media. Traditional television accounts for 18% of total media time spent by consumers, compared to 16% for user-generated content online. And, as you might expect, this trend is even more pronounced among younger consumers.
“Teens ages 13-17 spend 56% of their time watching user-generated content, compared to 22% of consumers ages 55 and older.”
The data highlights the evolving shift from traditional media to more democratised social media platforms as the key form of content consumption. This is important for brands to note, although it’s also worth considering that traditional TV and subscription-based video still account for the lion’s share of media consumption time right now.
While user-generated content has significant value and great benefits for reaching and growing audiences on social apps, there’s still something to be said for editorially driven content. And while VOD services are likely to be the last word on traditional TV, despite young consumers connecting with individual creators more than channels and shows, moderation and curation of content still play a key role in picking the cream of the crop and distributing that material to a wider audience.
Edited content continues to play a vital role in the broader media landscape, but younger consumers are far more attached to the individual creators they discover and follow, a key trend in their daily consumption.
In other words, don't put all your eggs in one basket: don't rely solely on editing and curating other people's content or solely on your own content.
CTA research found that about 20 million creators in the U.S. monetize their content online in some way , with the average income for online creators being $768 per month.
"Of the revenue earned by authors, 28% comes from products or services to subscribers; 27% from content subscriptions; 27% from payments for exclusive, gated content; 16% from donations; and 2% from other sources."
While platforms are working to add new monetization options for authors to retain top bloggers and keep their audience coming back for more, products and subscriptions remain the most profitable, with the donation system still far behind. In Russia, the percentage of income from donations is even lower, as this practice is only just beginning to be popularized by authors.
While people may like and even love certain creators, they are unlikely to pay for something they can get for free. Creators have to work on their value proposition to maximize revenue and develop products and/or services that can be provided in addition to their regular content.
Therefore, in 2022, brands should look to diversify as popular user-generated content in almost any niche is now a key channel for reaching the right audience and contains a high level of competition.
Online media promotion can be even more effective than television advertising, which has long been seen as a premium advertising option. Television advertising will still provide greater brand awareness in many ways, but depending on your audience, there may be better and more valuable ways to connect with your audience.
This is especially interesting given that our countries consume content in very similar ways. Russia also has a large core of viewers who prefer traditional media, but they too are increasingly abandoning television in favor of online broadcasting.
As reported by Variety, a survey of more than 2,000 respondents found that overall, user-generated content on social platforms now accounts for 39% of viewing time, compared to 61% for traditional cell phone number list media. Traditional television accounts for 18% of total media time spent by consumers, compared to 16% for user-generated content online. And, as you might expect, this trend is even more pronounced among younger consumers.
“Teens ages 13-17 spend 56% of their time watching user-generated content, compared to 22% of consumers ages 55 and older.”
The data highlights the evolving shift from traditional media to more democratised social media platforms as the key form of content consumption. This is important for brands to note, although it’s also worth considering that traditional TV and subscription-based video still account for the lion’s share of media consumption time right now.
While user-generated content has significant value and great benefits for reaching and growing audiences on social apps, there’s still something to be said for editorially driven content. And while VOD services are likely to be the last word on traditional TV, despite young consumers connecting with individual creators more than channels and shows, moderation and curation of content still play a key role in picking the cream of the crop and distributing that material to a wider audience.
Edited content continues to play a vital role in the broader media landscape, but younger consumers are far more attached to the individual creators they discover and follow, a key trend in their daily consumption.
In other words, don't put all your eggs in one basket: don't rely solely on editing and curating other people's content or solely on your own content.
CTA research found that about 20 million creators in the U.S. monetize their content online in some way , with the average income for online creators being $768 per month.
"Of the revenue earned by authors, 28% comes from products or services to subscribers; 27% from content subscriptions; 27% from payments for exclusive, gated content; 16% from donations; and 2% from other sources."
While platforms are working to add new monetization options for authors to retain top bloggers and keep their audience coming back for more, products and subscriptions remain the most profitable, with the donation system still far behind. In Russia, the percentage of income from donations is even lower, as this practice is only just beginning to be popularized by authors.
While people may like and even love certain creators, they are unlikely to pay for something they can get for free. Creators have to work on their value proposition to maximize revenue and develop products and/or services that can be provided in addition to their regular content.
Therefore, in 2022, brands should look to diversify as popular user-generated content in almost any niche is now a key channel for reaching the right audience and contains a high level of competition.
Online media promotion can be even more effective than television advertising, which has long been seen as a premium advertising option. Television advertising will still provide greater brand awareness in many ways, but depending on your audience, there may be better and more valuable ways to connect with your audience.