According to a survey released this Wednesday by (15) Insider Intelligence, American adults will spend more time watching digital video on platforms like Netflix, tik tak This YouTube than traditional television, marking a historic moment in 2023. According to the study, this will be the first time such media consumption behavior has been observed in the United States, with the change due to the increase in the supply of digital content and the growing public preference for on-demand and personalized formats.

“People are spending more and more time watching video on their big and small screens, whether it’s a movie on a connected (internet) TV or mass video streaming on apps.“, – said Paul Verna, an analyst at the American company.

According to the authors of the study, in 2023, American adults will watch online video on average 3 hours 11 minutes a day, while traditional television, whether cable, satellite, DVD or otherwise, will have less time. than 3 hours. The study highlights that this shift in media consumption behavior is the result of the public’s growing preference for on-demand personalized content, driven by streaming platforms such as Netflix and YouTube.

The data presented in this study refers solely to the habits of American adults, however, the authors note that the trend of online video consumption in the future should increase even more due to the addiction of young people, especially teenagers, to digital content. .

YouTube and Netflix Lead

According to the study, YouTube and Netflix lead the way in changing media consumption behavior, with an average of 33 minutes per day on each platform. Followed by Hulu at 24 minutes, Amazon at 11 minutes and Disney+ at 8 minutes.

TikTok, which has exploded in popularity during the pandemic not only among teenagers but also among other age groups, is capturing a significant market share of television, streaming services and other social networks.

“If we only consider adult social media and YouTube users, TikTok has now surpassed them all in terms of time spent on each platform.“, the study says.

“The battle between TikTok and Netflix will be big” said Jasmine Enberg, an analyst at Insider Intelligence.TikTok’s efforts to encourage creators to upload longer videos, live streams, and music keep users on the platform for longer. Meanwhile, growth in time spent on Netflix is ​​stagnating.“, he concluded.

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Source: CBS

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