ACUMEN
R E P O R T
YOUTH
V IDEO
DIE T
WHAT IS THE
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.
ACUMEN REPORT
YOUTH VIDEO DIET
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.
ACUMEN REPORT
DIGITAL DOMINATES THE MENU
YOUTUBE
NETFLIX
CABLE/SATELLITE TV
FACEBOOK
INSTAGRAM
SNAPCHAT
BLU-RAY/DVD
VINE
HULU
DIGITAL BUY/RENT
AMAZON
TWITTER
TUMBLR
HBO NOW / SHO.COM
TWITCH
SPORTS APPS
SLING TV
85%
66%
62%
53%
37%
33%
33%
27%
25%
22%
19%
19%
14%
12%
10%
9%
2%
!
“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
“When you think of Vines, you think
of funny, hilarious… just humor that’s
from the 21st Century.“
- Madeline, 13
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)
ACUMEN REPORT
NOT JUST SNACKING
ON SOCIAL
BRANDS
6%
USING
HOURS PER WEEK
SOCIAL
91%
5.9
FREE
88%
6.2
SUBSCRIPTION
76%
8.8
CABLE/SATELLITE TV
62%
8.2
Facebook, Instagram,
Snapchat, Tumblr, Twitter
YouTube, Vine, Twitch
Netflix, Amazon, Hulu,
Sling, HBO/SHO, Sports apps
Live, DVR, app
12.1
HOURS
SPORT
CELEBS
5%
DIGITAL
CELEBS
25%
TV/MOVIE
CELEBS
12%
VIDEOS USUALLY
WATCHED ON SOCIAL
MUSICIANS
12%
FRIENDS &
FAMILY
15%
PEOPLE NOT
KNOWN PERSONALLY
25%
The average youth consumes 12.1 hours per
Although social video is the new kid on the block, it’s more than a
week of “free” digital video, and many consume
snack at 5.9 hours weekly. These hours exclude videos made by
an additional 8.8 hours of subscription digital
friends and family, but loved ones rarely make the cut. Most are
video. TV garners just 8.2 hours weekly, with far
watching digital celebs (25%) or people they don’t know (25%), and
fewer youth watching it compared to digital.
just 15% primarily view videos from friends and family on social.
ACUMEN REPORT
ROUND-THE-CLOCK
SATISFACTION
It’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
65%
PEAK
DAY-PART
19-24 YEAR OLDS
82%
67%
42%
BEFORE WORK/
SCHOOL
AT WORK/
SCHOOL
FALLING ASLEEP
after dinner, no small number of youth are sneaking some
video time at work or school.
“First thing in the morning:
check my Facebook, check
my Instagram. During my
lunch break, I’ll do Netflix.
62%
83%
BREAKS/
LUNCH
AFTER DINNER
52%
DURING DINNER
81%
AFTER WORK/
SCHOOL
And then before bed I’ll
do Netflix.”
- Ileana, 22
PEAK
DAY-PART
13-18 YEAR OLDS
88%
ACUMEN REPORT
REASONS YOUTH
WATCH VIDEOS
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
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%
time and connecting with others.
“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
“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
ACUMEN REPORT
DIGITAL VIDEO
TASTES BETTER
“There’s nothing good on
TV these days, especially
when you can find much
better content on YouTube.”
DEFY’s Constant Content study showed digital
- Sadie, 17
is preferred by youth over TV because it better
suits their lifestyles and has more relatable
“For TV, you have channels
content. This year’s study continues to see
but you’re limited to that. On
cable/satellite TV consumption decline with
YouTube I can just look up
age and an uptick in use of subscription and
what I’m interested in.”
free digital video.
- Leah, 16
Use of Top Video Sources as Youth Age
1
93%
1
2
90%
86%
82%
72%
3
67%
4
59%
64%
13-15 Years
16-18 Years
19-21 Years
22-24 Years
SOCIAL
Facebook, Instagram, Snapchat, Tumblr, Twitter
2
YOUTUBE
3
NETFLIX
4
CABLE/SATELLITE TV
ACUMEN REPORT
GOOD TASTE WORTH
THE PRICE
REASONS FINANCIALLY INDEPENDENT
YOUTH DON’T HAVE PAID TV
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.
Less expensive options available
40%
Not interested in content/shows
24%
Can’t afford
24%
Free video available elsewhere
19%
Can afford but cost not worthwhile
18%
Can only watch at home
12%
“When I get my own place, I
probably wouldn’t pay for TV.
I would just live off of Hulu
WHO PAYS FOR SUBSCRIPTION VIDEO AND TV?*
HBO/SHO
HULU
AMAZON
NETFLIX
CABLE/SAT TV
* based to users of source
because it’s pretty cheap.”
YOUTH PAYS ALL
OR SOME
SOMEONE ELSE
PAYS
YOUTH
“BORROWS”
56 %
55 %
50 %
41 %
37 %
39 %
37 %
45 %
48 %
63 %
5%
8%
5%
11 %
<1 %
- Jenna, 22
“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
ACUMEN REPORT
YOUTH WOULD STARVE
WITHOUT VIDEO
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?
“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
Youth of ALL Ages Can’t Live Without
YOUTUBE
NETFLIX
SOCIAL MEDIA
67%
51%
48%
FACEBOOK
27%
INSTAGRAM
14%
SNAPCHAT
15%
TUMBLR
4%
TWITTER
4%
Cable/Satellite TV
36%
“I don’t think I can live without YouTube
because like, everything is on there!”
- Taylor, 16
ACUMEN REPORT
ADS AREN’T THEIR
FAVORITE FOOD
For Gen Z and late Millennials, “ads” are primarily associated
with digital and tend to have negative connotations. It’s
“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.
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
“Commercials are the
prevent such interruptions by installing ad blockers on their
Yankees and ads are the
video devices.
Mudcats. The Mudcats are
our local team and nobody
really likes them.”
52%
USE AD
BLOCKERS
- 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
ACUMEN REPORT
HUNGER FOR DIGITAL
CELEBS
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
63%
AGREE DIGITAL CELEBS NEED
ADS ON THEIR CHANNELS
TO EARN A LIVING
might turn sour.
“I think YouTubers can get
so caught up in making
money that they lose their
58%
SAY DON’T MIND WATCHING
ADS TO SUPPORT THEIR
FAVORITE DIGITAL CELEBS
personality. When it strays
too far from that I wonder:
Are you just doing it because
you were paid to sponsor it?”
- Amanda, 19
“I haven’t really thought about it. I don’t
“If I’m on YouTube and I’m on a
want people to be struggling financially.
channel that I like…I turn my ad
I’m like: ‘You’re funny, you’re a good
block off because a percentage
person; you should get money.’”
of that can actually go to them.”
- Amber, 17
- Johnny, 17
ACUMEN REPORT
RECIPE FOR ADVERTISING
SUCCESS
While 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.
ADS THAT ARE “ALWAYS OR SOMETIMES OKAY”
5-second intro-screen showing brand sponsor
89%
5-second end-screen advertising the product
88%
Product placement in video
87%
Digital celeb announces brand sponsor in video
87%
pan because Jenna Marbles
Digital celeb demonstrates product in video
87%
dressed up like Rapunzel
15-second preroll
80%
Digital celeb uses product in an off-beat way
78%
30-second preroll
67%
1-minute preroll
53%
“To even have a story
behind it like, ‘I bought this
and used it,’ that’s more
of a talking point too.”
- Aubrey, 20
ACUMEN REPORT
METHODOLOGY
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.
For additional insights on youth, please visit:
www.defymedia.com/acumen/acumen-insghts/
ACUMEN REPORT
ABOUT DEFY MEDIA
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.
Please visit us at:
www.DEFYMedia.com
CONTACTS
Andy Tu, Executive Vice-President Marketing, [email protected]
Nichole Becker, Vice-President Research, [email protected]