Short-form video is no longer just a trend—it’s the new standard for a generation redefining entertainment. According to the Hub 2024 Video Redefined Report, platforms like TikTok and YouTube have become Gen Z’s epicenter of media consumption, shifting attention away from traditional TV and movies. Younger audiences prioritize authenticity, convenience, and instant engagement, forcing media companies to rethink their strategies in a rapidly evolving landscape. The question now isn’t whether short-form video is here to stay—it’s how the industry will adapt to this seismic shift.
A Generation Redefining Entertainment
Gen Z’s habits reveal a dramatic pivot from traditional TV and movies toward short-form, mobile-first content. Viewers aged 13-24 spend 44% of their screen time on gaming and social media platforms, such as YouTube and TikTok, compared to just 31% on TV and movies. In stark contrast, older audiences (35+) dedicate 57% of their screen time to traditional TV and movies.
This seismic shift isn’t surprising. As our article on the rise of influencers highlighted, younger generations have prioritized authenticity over polish, leading to the dominance of creators who feel more relatable than traditional celebrities.
This preference for brevity isn’t confined to entertainment. Sports fans are seeing a similar shift: 33% of those aged 18-24 prefer watching highlights over full games, compared to just 30% who favor live games. This data reflects the growing demand for short-form content across all media.
The allure of short clips continues to grow, with 58% of 13-24-year-olds finding them as entertaining as full-length TV episodes or films, compared to just 41% of those over 35. Platforms like TikTok and YouTube have transformed from mere entertainment hubs to critical avenues for discovering new shows and movies.
Mobile-First Viewing, Even at Home
While mobile devices are synonymous with on-the-go entertainment, 76% of mobile video consumption happens at home, despite the availability of larger screens. This speaks to the importance of convenience for younger viewers. In fact, phones account for 44% of all non-premium video consumption, followed by TVs (26%), computers (18%), and tablets (12%).
This trend parallels the influencer-driven shift toward more intimate, bite-sized storytelling discussed in our previous analysis. Creators like Emma Chamberlain dominate because they fit seamlessly into mobile-centric lifestyles.
Similarly, social media platforms are becoming key drivers of sports media consumption. 14% of sports fans under 24 consume sports content primarily on social media, reinforcing how younger audiences gravitate toward mobile-first, easily digestible formats.
The Rising Influence of Non-Premium Platforms
Non-premium platforms like YouTube and TikTok are driving not only consumption but also discovery. 63% of those aged 13-24 and 66% of those aged 25-34 discover new TV shows and movies through short clips on social platforms like TikTok and Instagram, far surpassing the 35% of those 35+ who do the same.
However, this shift isn’t without challenges. 43% of younger audiences admit to feeling like they spend too much time on social video and wish they could engage more with traditional TV shows and movies. This reflects a broader tension: while short-form video offers immediacy and variety, traditional media still provides the depth and immersion that these platforms cannot replicate.
Industries beyond entertainment are adapting to this shift. The NFL’s recent partnership with Bleacher Report to distribute highlights and digital content is a clear example. By embracing short-form, narrative-driven formats, the NFL engages younger fans where they spend most of their time: on digital.
Striking a Balance Between Short-Form and Long-Form
The report underscores the delicate balance media companies must strike. Jason Platt Zolov, senior consultant at Hub, stated: “While consumers embrace social video as essential entertainment, many are aware that it may be at the expense of watching longer-form TV content and movies.” Studios have a unique opportunity to leverage short-form platforms for discovery while using long-form narratives to deepen engagement.
As Jon Giegengack, Hub’s founder, notes: “The next generation of TV consumers recognize the difference between ‘premium’ and ‘non-premium’ content. They just don’t see premium as inherently ‘better.’ Either one is a perfectly legitimate way to spend the time you have available to watch TV.”
This aligns with our previous analysis about influencers overtaking movie stars. The rise of creator-driven content reflects a broader cultural trend: audiences no longer differentiate between traditional and non-premium platforms—they simply want engaging, accessible, and authentic content.
The Take
The Hub report clearly shows where the industry is heading. Media companies must tread a fine line between leveraging short-form platforms like TikTok and YouTube for immediate engagement and ensuring long-form content retains its value as a deep, immersive experience.
Like the NFL’s collaboration with Bleacher Report, traditional media companies are recognizing that short-form content is a gateway to deeper engagement with younger audiences. While highlights drive initial interaction, they also create opportunities to draw viewers toward long-form, premium experiences.
Ultimately, the future belongs to those who can bridge the gap between the immediacy of short-form content and the immersive storytelling that only long-form can provide. For studios and platforms alike, embracing both will be key to staying relevant in this rapidly changing media landscape.
