Advanced Television

Study: YouTube Enthusiasts still prioritise TV

January 25, 2019

YouTube Enthusiasts have an inherent affection for the YouTube platform but that doesn’t mean they exclusively desire only digital-based, snackable, UGC content, according to a VAB study.

In fact, YouTube Enthusiasts are video addicts that are highly engaged with content across platforms including long-form, professionally-produced episodic programming from ad-supported TV.

When thinking about these viewers, it’s important to understand that it’s not an “either/or” proposition between YouTube and TV but rather a desire for more content across platforms.

The VAB custom study, quantified the ways YouTube Enthusiasts demonstrate their commitment, engagement and passion for TV programming as compared to all Adults. The study then compared this behaviour to their engagement with original YouTube content.

The results revealed that YouTube Enthusiasts are:

  • More Emotionally Connected with TV: They are 22 per cent more likely to feel personally connected to the characters on their favourite TV shows than to their favourite YouTube personality.
  • Dedicated to Prioritising TV: They are 85 per cent more likely to watch a TV programme live as it airs than to watch a YouTube video as soon as it is posted.
  • Strong TV Advocates: They are 25 per cent more likely to try and convince a friend to start watching their favourite TV programme than their favourite YouTube personality.
  • Inspired to Purchase by TV: They are 51 per cent more likely to purchase a product they saw while watching a TV programme than one they saw in a video by their favourite YouTube personality.

Categories: Articles, Broadcast, Consumer Behaviour, OTT, Research, UGC