The ‘Truth about Youth’ report, from UK TV marketing body Thinkbox, claims that 16-24 year-olds have a “more varied video diet” and that 30% of their video viewing is done on screens such as tablets and smartphones – double the average of 15%.
Thinkbox, which commissioned youth research specialists Platypus to carry out the research, said that YouTube accounts for 3.5% of total UK video consumption but 7% for those aged 16-24.
Similarly, Netflix and other subscription video-on-demand services account for 2% of UK video consumption but 4% for 16-24 year-olds.
“There has been an immense amount of speculation about how younger audiences are watching TV and newer forms of video. This research shows that newer forms of video have important roles to play in young people’s lives and that TV remains by far their favourite medium. Different video fulfils different needs and they co-exist happily,” said Matt Hill, director of research and planning at Thinkbox.