7 JUN 2021

IS SOCIAL VIDEO EMERGING AS A KEY COMPLEMENT TO LINEAR TV?

Social video in the United States attracts younger demographics, engages viewers at a high rate, is rapidly growing in comparison to linear TV and is an important complement to linear TV, according to the Global Video Measurement Alliance.

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The decline in linear TV viewing across all demographics - except adults 65 and older - has been dramatic, especially for teens and adults 18-34, who are watching less than half the linear TV than they were in 2010, according to the Global Video Measurement Alliance’s latest report.

On contrary, social video in the United States attracts younger demographics, engages viewers at a high rate, is rapidly growing in comparison to linear TV and is an important complement to linear TV, the company said in the “Discovering Audiences on Social Video: How brands can leverage new reach in the changing media landscape” report.

The study leverages data from Nielsen and Tubular Labs to compare traditional TV ratings with social video ratings. The company analyzed de-duplicated unique viewers and minutes-watched across Facebook and YouTube using Tubular Audience Ratings.

The investigation says that the challenges that advertisers and agencies are facing with linear TV supply are very present now. Advertisers that continue to rely on network and cable will face the continued challenge of CPM increases due to diminished supply.

The study also indicates that traditional linear TV companies have made national scale a major part of what’s offered to advertisers. For these companies, across all owned properties, social video offers 75% of the reach that linear provides, and for Disney, for example, nearly the same reach.

Global Video Measurement Alliance assures that social video provides a direct complement to linear TV. More than half of social video consumption comes from people 18-34, compared to less than 10% for linear TV. On the other hand, while more than 60% of linear TV’s audience is 50 or older, that demographic is less than 15% of social video’s audience.