Consumers Now Spend 39% Of Their Media Consumption On User-Generated Content
Source: Consumer Technology Association
Consumer Technology Association (CTA) reports Americans spend 39% of their time consuming user-generated content like TikTok, Instagram, YouTube, and podcasts, compared to 61% for traditional studio media.
When it comes to video content specifically, Americans spend 16% of their time on user-created video content and 18% watching traditional TV content.
The data comes from the trade association's Exploring the Creator Economy study in conjunction with YouGov, which was designed to understand U.S. consumer attitudes and behavior as they relate to online user-generated content. More than 2,000 consumers ages 13 and over with mobile devices were surveyed.
In the wake of a pandemic, user-generated content has grown with more people turning to their favorite creators to learn, be inspired, and be entertained. Americans still spend most of their time with traditional media, but UGC is catching up.
For some demographics, UGC is currently being consumed more. Teens (ages 13 - 17) are currently spending 56% of their time on UGC already, compared to just 22% for consumers 55 and older.
With more people realizing their potential as creators and the increasing relevance and impact of social media platforms, the current gap between UGC and traditional media will likely close even more.
In the next few years, there will be an abundance of creator-led content as creators turn their interests into businesses and side gigs. In addition, companies will continue to lean on creators for their content needs as a way to reach consumers, who are increasingly attracted to UGC.
In particular, TikTok has shown how powerful and influential user-generated content can be. Thanks to its endless supply of entertaining, inspiring, and educational content, TikTok became the most visited website in 2021. In addition, TikTok launched a new partnership with Atmosphere, which will bring its videos to the television screens of more than 19,000 commercial venues.
If things continue along the current trajectory, there will be a day when Americans’ primary source for media centers around creators.
