Original creator content now makes up over a quarter of daily TV and video viewing, according to new data. Media Dynamics Inc. reports a shift in how audiences split their time across platforms.
Media professionals tracking shifts in video consumption now have new data showing that original creator content accounts for 26% of total daily TV and video viewing, according to Media Dynamics Inc. The company estimates that people aged two and older spend an average of 6.7 hours per day watching TV or video across all platforms.
Media Dynamics Inc. reports that premium traditional video content, including both linear TV and streaming, still dominates with a combined 68% share, or 4.6 hours per day. Linear TV holds a 35% share of daily viewing, while streaming platforms account for 33%. Professionally produced video outside these categories makes up another 6%.
The company also highlights a significant age gap in viewing habits. The median age for those watching creator content is 21, compared to a median age of 48 for overall daily video viewers. Linear TV viewers have a median age of 61, while streaming audiences have a median age of 43.
Ed Papazian, president of Media Dynamics, noted that device usage data may not always reflect true attention, as it does not account for times when viewers are absent or not actively watching.
This shift in viewing patterns echoes broader changes in media monetization and audience targeting, as discussed in a recent analysis of how publishers are adapting to new revenue models in identity-less ad environments, such as the strategies outlined in this report on evolving ad approaches.
