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  • Writer's picturePhil Alampi

U.S. Adults Spend 191 Minutes Watching Online Videos per Day

Updated: Apr 19

Key Stats in This Blog

  • U.S. adults spend an average of 191 minutes watching online videos in 2023

  • They also spend 175 minutes watching linear TV daily

  • U.S. adults spend 6.1 hours watching online videos and linear TV daily

  • U.S. adult online video consumption time has increased 5% YoY

  • Social content accounts for 45.2 minutes of video viewing time daily

  • U.S. adults spend an average of 17.7 minutes on TikTok daily

  • Linear TV is dying a slow death, with 26% of young people watching significantly less YoY

Abstract visual of explosion of digital content.
Chat GPT's representation of our consumption of 6.1 hours of online videos and TV daily.

In an era where digital content is king, understanding the viewing habits of your audience is paramount for crafting effective B2B marketing strategies. Recent data reveals a compelling narrative about video consumption: the average person's daily screen time is tilting heavily towards digital video, eclipsing traditional TV viewing habits. For B2B marketers, these metrics are not just numbers; they're insights shaping future engagement.

The Rising Tide of Digital Video Consumption

A pivotal shift is occurring in the video content arena. Insider Intelligence reports that in 2023, U.S. adults spent more time watching digital video than traditional linear TV. This marks an inflection point; where once TV reigned supreme, the balance now tips towards digital dominance, with adults dedicating 3 hours and 11 minutes daily to digital video, compared to 2 hours and 55 minutes on linear TV. This trend underscores the urgency for B2B marketers to prioritize digital video in their outreach strategies.

B2B Marketing in the Age of Screen Versatility

The Statista insights highlight an interesting divergence in viewing preferences across age groups. Young viewers are turning away from traditional TV, with 26% watching significantly less due to online video. Yet, less than 10% of older audiences report the same. B2B marketers must note these generational divides, tailoring video marketing campaigns to the platforms where their target demographics are most active.

Unpacking the Preferences

What's driving this shift? Subscription video-on-demand services are one factor, offering a plethora of choices and challenging established giants like Netflix. YouTube's ascendance to a TV-like status also plays a role, with viewers increasingly equating it to mainstream television for its anytime-accessibility. This trend is echoed in the Statista report, which found that in 2022, social video content captivated U.S. users for an average of 43 minutes a day.

The Power of Social Video

Social platforms are becoming the new battleground for viewer attention. TikTok's surge in popularity is testament to this, with U.S. adults spending an average of 17.4 minutes daily on the app. This platform, known for its bite-sized, viral content, is expected to surpass Facebook in consumption among U.S. adults by next year. B2B marketers can leverage this shift by integrating social video into their digital marketing strategies, utilizing these platforms' power to captivate and engage.

Key Takeaways

  • Digital video is now a central part of daily media consumption, overtaking traditional TV.

  • B2B marketers need to adapt to the screen preferences of different age demographics.

  • Social video platforms, particularly TikTok, represent a significant opportunity for engagement.

As we navigate this dynamic digital landscape, B2B marketers are tasked with staying ahead of the curve. By understanding and utilizing these video consumption trends, you can create more impactful, targeted campaigns that resonate with your audience.

Special Offer

Schedule a 15-minute consultation with our founder, Phil Alampi, to explore how Liquid GTM can immediately contribute to achieving your objectives. As a token of appreciation, we’ll provide a complimentary video or graphic design, even if you decide it’s not the right time for you*.

Don’t miss out – secure your slot today and let's create something amazing together!

*Applies only to companies of 100 employees or more who have a genuine need for visual marketing services. The offer is intended ot show these companies the ease of doing business and great results when working with Liquid GTM.

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