Younger Viewers Are Embracing Co-Viewing Apps
Findings from Hub Entertainment 研究’s third annual “电视机的演变” report show that co-viewing apps are increasingly popular with young audiences. Has the long-gestating vision of television viewing integrated with social media been delivered by the digital equivalent of sitting on a couch and talking about what’s on the TV set?
A quarter (23%) of viewers say they have watched via a co-viewing app or service this year, 超过2020年(20%). The vast majority of usage is among young people.
- There are huge differences in co-viewing by age. 41% of viewers age 16-34 say they’ve used a co-viewing app, compared with 23% of those age 35-54 and only 3% of those 55 or older.
Amazon Watch Party is the most commonly used co-viewing app (44%). The next most popular apps are two adapted from other uses: Discord, popular among gamers (28%); and Zoom, the web meeting service made ubiquitous by the pandemic (27%).
- Amazon Watch Party (AWP) shows some interesting differences by demographic, showing there is room in the co-viewing space for different services targeting specific markets. Those age 35-54 (57%) are more likely to use AWP than co-viewers age 16-34 (37%), and men (52%) more likely to use AWP than women (31%).
- Young co-viewers age 16-24 are less than half as likely to say they use Amazon Watch Party than adults 35-54 (24% vs 57%). And a third (33%) of 16-24s use Discord, compared with a quarter (26%) of older viewers age 35-74.
“Co-viewing apps and services are becoming increasingly important, no doubt driven in part by recent pandemic experiences,大卫·泰斯说, senior consultant to Hub and co-author of the study. “Content distributors and streaming services that help enable this behavior will increase their appeal to young adults overall, 尤其是年轻人. This is an important consideration with the advent of fully or partially ad-supported streaming services and the desirability of these key demos to advertisers.”
Hub’s “电视机的演变 2021” report is a survey of 2,519 US consumers. Interviews were conducted in late May and early June 2021. A free excerpt of the findings is available on Hub’s 网站. This report is part of Hub’s Entertainment + Technology Tracker syndicated report series.
Hub Entertainment 研究 measures the influence of technology on the way people find, 选择, and consume entertainment content: TV and digital video, 电影, 游戏, 音乐和社交媒体. Our syndicated studies have tracked the most important trends in entertainment providers, 设备, 2013年以来的技术.
[Editor's note: This is a lightly edited press release.]
相关文章
Kaltura's Ronit Schwartz and analyst Allan McLennan discuss the convergence of OTT 设备 and hardware in services like Sinclair STIRR and the increasing trend toward consumers "piecemealing" their channel lineups in this clip from 流媒体 East Connect 2021.
2021年8月20日
HBO Max的Jacob Saperstein, Roku的Nicole Fencel, and Omdia's Maria Rua Aguete discuss the challenges users face navigating the morass of OTT channels and how platforms like Roku can improve UX by making the range of content viewers want to watch easier to access, in this clip from their panel at 流媒体 East 2021.
2021年6月11日
But HBO Max and Disney+ could give Netflix a run for its money: their big bets on streaming distribution of films and franchise content are already luring new subscribers.
2021年2月24日
大流行期间, young consumers are watching nearly as much online video content as TV shows and 电影
2021年1月8日