ACUMEN YOUTH VIDEO DIET R E P O R T
ACUMEN
YOUTH VIDEO DIET
R E P O R T
W H A T I S T H E
ACUMEN REPORT?The ACUMEN REPORT is DEFY Media’s annual research study
delivering insight on the youth audiences we connect with through our
brands and original content. DEFY’s programming strengths include
both Millennials and Gen Z but we focus our research on 13–24 year
olds. We feel teens are the best predictors of future trends, and young
adults are participating in what’s trending today.
DEFY Media’s previous Acumen Report, Constant Content,
reported how digital media attracts more youth for more hours
than TV and digital celebrities have greater appeal and relevance
for youth than traditional TV and movie stars. This year we wanted
to dig deeper and explore the complete “video diet” for today’s
youth. We sought to understand the role of video in youths’
everyday lives, how each source—be it digital, terrestrial, paid,
free, new or old—is used, and if advertising impacts use of any
particular sources.
We found video is not just entertainment. With its broad content
offerings and on-the-go accessibility, video is meeting needs
beyond amusement and passing the time. Video is educational,
stress-relieving, and—most importantly—keeps youth connected
and included among their peers.
We also learned that—while youth don’t like watching ads any
more than adults—not all advertising leaves an unpleasant
aftertaste. Advertising is onerous only when it’s a barrier to
fulfilling needs and, in the right context, today’s youth are quite
willing to consume the ads being served.
A C U M E N R E P O R T
YOUTH VIDEO DIET
“When you think of Vines, you think
of funny, hilarious… just humor that’s
from the 21st Century.“
- Madeline, 13
“Netflix would be the main
course, because that’s where
you can find more mainstream
videos that are directed and
professionally put together.”
- Anton, 19
YOUTUBE NETFLIX
CABLE/SATELLITE TVFACEBOOK
INSTAGRAMSNAPCHAT
BLU-RAY/DVDVINE
HULUDIGITAL BUY/RENT
AMAZONTWITTERTUMBLR
HBO NOW / SHO.COMTWITCH
SPORTS APPS SLING TV
85%66%62%53%37%33%33%27%25%22%19%19%14%12%10%9%2%
A C U M E N R E P O R T
DIGITAL DOMINATES THE MENU
#
! HOW WE DEFINED VIDEO “Movies, TV shows, shorts, clips, music videos, fails, pranks, etc. We do NOT mean videos showing your friends, family, or
other people you know personally. DO NOT include time reading posts or other activities that aren’t video watching.”
HOW WE DEFINED TV Paid cable/satellite TV – live, DVR, app (free with paid TV subscription)
A C U M E N R E P O R T
NOT JUST SNACKING ON SOCIAL
The average youth consumes 12.1 hours per
week of “free” digital video, and many consume
an additional 8.8 hours of subscription digital
video. TV garners just 8.2 hours weekly, with far
fewer youth watching it compared to digital.
Although social video is the new kid on the block, it’s more than a
snack at 5.9 hours weekly. These hours exclude videos made by
friends and family, but loved ones rarely make the cut. Most are
watching digital celebs (25%) or people they don’t know (25%), and
just 15% primarily view videos from friends and family on social.
SOCIAL Facebook, Instagram, Snapchat, Tumblr, Twitter
FREE YouTube, Vine, Twitch
SUBSCRIPTION Netflix, Amazon, Hulu, Sling, HBO/SHO, Sports apps
CABLE/SATELLITE TV Live, DVR, app
12.1
HOURS
91%
88%
76%
62%
5.9
6.2
8.8
8.2
USING
HOURS PER WEEK
VIDEOS USUALLY WATCHED ON SOCIAL
BRANDS 6%
TV/MOVIE CELEBS
12%
SPORT CELEBS
5%
DIGITAL CELEBS
25%
MUSICIANS 12%
FRIENDS & FAMILY
15%
PEOPLE NOT KNOWN PERSONALLY
25%
A C U M E N R E P O R T
ROUND-THE-CLOCK SATISFACTIONIt’s not too surprising that 93% of youth have access to
smartphones and 63% to tablets. But who doesn’t love
mobile? Maybe grandparents—but mobile is definitely
necessary for youths’ 24-hour video meal plan.
Mobile means youth no longer are constrained to the home
in order to satisfy their video hunger. Although watching
peaks in the traditional day-parts of after school/work and
after dinner, no small number of youth are sneaking some
video time at work or school.
65%
“First thing in the morning:
check my Facebook, check
my Instagram. During my
lunch break, I’ll do Netflix.
And then before bed I’ll
do Netflix.”
- Ileana, 22
BEFORE WORK/ SCHOOL
42%AT WORK/ SCHOOL
62%BREAKS/ LUNCH
81%AFTER WORK/
SCHOOL
52%DURING DINNER
83%AFTER DINNER
67%FALLING ASLEEP
PEAK DAY-PART
13-18 YEAR OLDS
88%
PEAK DAY-PART
19-24 YEAR OLDS
82%
Boredom killer / Time filler
Keep up with shows, sports, YouTubers, etc.
Stress relief / Wind down from day
Stay up-to-date on latest videos or events
Spend time with others / Family time
Mood lifter/changer
Learn how to do something
Fall asleep
Background noise
Power up / Get energized
77%
63%
61%
60%
58%
57%
47%
44%
33%
25%
With video accessible all day, every day, it’s proving itself
as more than a source of entertainment or distraction. It’s
a lifestyle tool connecting youth to friends and family and
helping them manage the ups-and-downs of everyday life.
Connection is key—because youth say keeping up with
the latest viral videos and digital celebs is necessary for
maintaining bonds with peers.
In most situations youth use a digital source to satisfy their
needs, but TV rose to the top for satisfying family time. It’s
not so much about watching the show, but about spending
time and connecting with others.
“I want to be distracted from
being bored. TV is always
there…it’s easy to use and I
don’t have to think too hard
about it.”
- Paige, 21
“I depend entirely on
tutorials…and if I got stuck
on my projects just because
I didn’t have the right
YouTube tutorials, I’d be
really mad.”
- Sadie, 17
A C U M E N R E P O R T
REASONS YOUTH WATCH VIDEOS
DEFY’s Constant Content study showed digital
is preferred by youth over TV because it better
suits their lifestyles and has more relatable
content. This year’s study continues to see
cable/satellite TV consumption decline with
age and an uptick in use of subscription and
free digital video.
A C U M E N R E P O R T
DIGITAL VIDEO TASTES BETTER
“For TV, you have channels
but you’re limited to that. On
YouTube I can just look up
what I’m interested in.”
- Leah, 16
“There’s nothing good on
TV these days, especially
when you can find much
better content on YouTube.”
- Sadie, 17
SOCIAL Facebook, Instagram, Snapchat, Tumblr, Twitter
YOUTUBE
NETFLIX
CABLE/SATELLITE TV 13-15 Years 16-18 Years 19-21 Years 22-24 Years
Use of Top Video Sources as Youth Age
90%
86%
67%
59%
93%
82%
72%
64%
1
2
3
4
1
2
3
4
Youth see more advantages to digital video than cable/
satellite TV—and cost isn’t the primary reason. Digital
sources are viewed as offering more bang for the buck
and content of greater interest.
Among subscription viewers as a whole 47% pay all or
some of the cost, compared to 37% of TV viewers putting
money toward the cable/satellite bill. Some youth avoid
paying altogether, and instead access subscriptions by
“borrowing” a friend’s password—a practice not frowned
upon by most youth.
HBO/SHO
HULU
AMAZON
NETFLIX
CABLE/SAT TV
56 % 55 %
50 % 41 % 37 %
39 % 37 %
45 % 48 % 63 %
YOUTH PAYS ALL OR SOME
SOMEONE ELSE PAYS
YOUTH “BORROWS”
5 % 8 %
5 % 11 %
<1 %
“My parents pay for Netflix and cable, and if
they stopped paying for them I wouldn’t pay
for cable, but I would pay for Netflix.“
- Jack, 18
Less expensive options available
Not interested in content/shows
Can’t afford
Free video available elsewhere
Can afford but cost not worthwhile
Can only watch at home
40%
24%
24%
19%
18%
12%
“When I get my own place, I
probably wouldn’t pay for TV.
I would just live off of Hulu
because it’s pretty cheap.”
- Jenna, 22
A C U M E N R E P O R T
GOOD TASTE WORTH THE PRICE
REASONS FINANCIALLY INDEPENDENT YOUTH DON’T HAVE PAID TV
WHO PAYS FOR SUBSCRIPTION VIDEO AND TV?*
* based to users of source
YouTube is a vital video source for youth but the
phrase, “There’s no such thing as a free lunch”
exists for a reason—advertising. So what’s youths’
take on advertising as a trade-off for free video?
A C U M E N R E P O R T
YOUTH WOULD STARVE WITHOUT VIDEO
YOUTUBE NETFLIX
SOCIAL MEDIA FACEBOOK
SNAPCHAT
TUMBLR
Cable/Satellite TV
“I don’t think I can live without YouTube
because like, everything is on there!”
- Taylor, 16
67% 51%48%
27%
14%
15%
4%
4%
36%
Youth of ALL Ages Can’t Live Without
“I think of the ad as
traffic, and the video is
where I’m trying to get
to and it’s stopping me
from getting there.”
- Julia, 16
“Commercials,” on the other hand, are associated
with TV. They’re seen as facilitating needs—bathroom
breaks, checking social feeds, or chatting with fellow
watchers—rather than interrupting their needs. And
in some cases, commercials are even viewed as
entertainment rather than advertising.
“Commercials are the
Yankees and ads are the
Mudcats. The Mudcats are
our local team and nobody
really likes them.”
- Peyton, 13
“I like the Always
commercials. I don’t think
of them as commercials;
they’re more kind of little
videos…showing something
inspiring.“
- Ileana, 22
USE AD BLOCKERS
52%
A C U M E N R E P O R T
ADS AREN’T THEIR FAVORITE FOODFor Gen Z and late Millennials, “ads” are primarily associated
with digital and tend to have negative connotations. It’s
not that the content of the ads is objectionable, but they
get in the way of fulfilling needs like banishing boredom
and learning how to do something. Over half (52%) of youth
prevent such interruptions by installing ad blockers on their
video devices.
Youth have a strong affinity for digital celebrities
and are more receptive when they understand how
ads help celebs continue to create the videos youth
crave. But, caveat emptor, the digital celeb must be
in character and authentic—otherwise the promotion
might turn sour.
“If I’m on YouTube and I’m on a
channel that I like…I turn my ad
block off because a percentage
of that can actually go to them.”
- Johnny, 17
A C U M E N R E P O R T
HUNGER FOR DIGITAL CELEBS
“I haven’t really thought about it. I don’t
want people to be struggling financially.
I’m like: ‘You’re funny, you’re a good
person; you should get money.’”
- Amber, 17
AGREE DIGITAL CELEBS NEED ADS ON THEIR CHANNELS TO EARN A LIVING
SAY DON’T MIND WATCHING ADS TO SUPPORT THEIR FAVORITE DIGITAL CELEBS
“I think YouTubers can get
so caught up in making
money that they lose their
personality. When it strays
too far from that I wonder:
Are you just doing it because
you were paid to sponsor it?”
- Amanda, 19
63%
58%
5-second intro-screen showing brand sponsor
5-second end-screen advertising the product
Product placement in video
Digital celeb announces brand sponsor in video
Digital celeb demonstrates product in video
15-second preroll
Digital celeb uses product in an off-beat way
30-second preroll
1-minute preroll
89%
88%
87%
87%
87%
80%
78%
67%
53%
ADS THAT ARE “ALWAYS OR SOMETIMES OKAY”
“To even have a story
behind it like, ‘I bought this
pan because Jenna Marbles
dressed up like Rapunzel
and used it,’ that’s more
of a talking point too.”
- Aubrey, 20
A C U M E N R E P O R T
RECIPE FOR ADVERTISING SUCCESSWhile few would say, “I love watching ads,” not all
advertising leaves youth with a bitter aftertaste. They are
much more amenable to formats that don’t interfere with
their need fulfillment. A brief sponsorship announcement
or product integration is favored a lot more than the
traditional preroll.
We partnered with Hunter Qualitative
and Kelton Global to research the Youth
Video Diet. From greater Chicago,
Raleigh-Durham, and Seattle, we selected
54 youth ages 13-24 years to complete
14-day journals chronicling the videos
watched daily and supplying opinions and
information on their habits.
We interviewed 27 of these youth
in-person—eighteen ages 13-17 in “buddy
pairs” and nine ages 19-24 individually. We
followed with an online survey of 1,300
youth ages 13-24 representative of the U.S.
population by age, gender, ethnicity/race,
and parental education.
A C U M E N R E P O R T
METHODOLOGY
For additional insights on youth, please visit:
www.defymedia.com/acumen/acumen-insghts/
DEFY Media is the top digital producer and programmer for 13-34 year olds, as well as the largest owner of YouTube
channels and owned and operated media brands. Each month, DEFY-produced content generates 700 million
video views and reaches 125 million unique viewers across the most popular and relevant platforms.
DEFY Media brands include SMOSH, recently named by Variety as the top influencer for teens; Clevver, the number
one YouTube destination for entertainment news; ScreenJunkies, home of the popular Honest Trailers series;
AWE me, built to amaze, wow, and educate pop-culture super-fans; Made Man, helping men across the country
“Gentle-man Up”; and Break, known for its top program Prank It Forward. Over 90 million social followers have
proven that these brands are vital to audiences who want to connect with their content.
The world’s top brands partner with DEFY to build immersive advertising solutions that deliver unparalleled access
to this influential audience. With uniquely integrated capabilities in content development, studio production,
distribution and promotion, DEFY Media is built for content delivery in the digital age.
A C U M E N R E P O R T
ABOUT DEFY MEDIA
www.DEFYMedia.com
Please visit us at:
CONTACTS
Andy Tu, Executive Vice-President Marketing, [email protected]
Nichole Becker, Vice-President Research, [email protected]