To mark the release of our latest Social Flagship Report (available here), this week’s series explores a relatively new audience – Social Video Viewers.

Previously we looked at just how mainstream viewing video on social has become; well over half of internet users are now doing this. Younger internet users are by far the most enthusiastic – around 60% of viewers are aged under 34, with a third coming from the 16-24 age bracket.

Some context for this is provided by the fact that these younger consumers are spending the longest on social networks/services each day, and are also more likely to be multi-networkers (increasing the chance of engaging with video).

Unsurprisingly, the numbers viewing video on social networks decrease in line with age, but that almost 20% of these digital consumers are aged 35-44 is not insignificant. The cross-age opportunities provided by video on social are apparent; targeting relevant content to users is thus becoming more essential than ever for brand engagement.

60% of Social Video Viewers aged 16-34Explore data in PRO Platform

mm
mm

Written by

Olivia is a Senior Insights Analyst at GlobalWebIndex. Moving to the company over 2 years ago after completing a degree in Psychology, Olivia works as part of the Strategic Insights team producing bespoke assets for clients. Olivia also writes on GlobalWebIndex’s blog, with a particular interest in social media and behavioral economics.

Never miss a post

By subscribing you confirm you’re happy for us to send you our latest articles.