Hub Finds Decrease in Weekly TV & Movie Viewing

In Hub Entertainment Research’s latest Video Redefined study, it has found that, since 2022, weekly TV and movie viewing is down by two hours, while social and creator viewing has held steady.

Weekly TV and movie viewing has declined from 21 to 19 hours per week, while viewing of social and creator video viewing has remained steady at about 11 hours per week.

Viewing of social and creator video is growing stronger among older viewers over 35.

Over half of Gen Z viewers—ages 13 to 34—are embracing watching YouTube on TV, while less than four in ten viewers over 35 are doing so.

Micro-dramas have broken out, with 22 percent of viewers reporting that they have watched these play out over multiple episodes.

More than half of these young viewers think they spend too much time watching social video. Still, though, over half of those viewers also say they discover new TV shows and movies from clips they see on places like TikTok and Instagram, underscoring its importance.

“Viewers embrace how easy and fun it is to watch social and creator videos at YouTube, TikTok and Instagram,” said Jason Platt Zolov, study author and senior consultant at Hub. “As this content continues to migrate from mobile phones to living room TV sets, there’s great opportunity to develop even more compelling creator programming—as well as unique ways to promote traditional TV and movies via those social platforms.”