For years, one of the widespread allegations that was made to television was that it worked like a kind of nanny without criteria. Children and adolescents – especially the first ones – spent hours and hours in front of the television, which entertained them and kept them busy. The TV, the critics pointed out, had them half lethargic.
However, times change and habits also. Television, the queen of living rooms, has ceased to be the center of leisure and has lost time and attention. He has lost it in adults and is losing it in large numbers among children and adolescents. The youngest and adolescents spend a lot of time accessing content, but those contents are no longer on TV. Children, are already regulars to online content from platforms such as YouTube, and consume through all types of mobile devices.
70% of the time spent on content consumption is already going to content sources that are not traditional and are not served by the usual advertising sources. This is, actually, teenagers do not watch television and spend that time watching online content they find on YouTube and Netflix.
According to the statistics of the analysis firm Piper Jaffray, teenagers already see twice as much Netflix time as traditional television (in this case, cable). In fact, Netflix already accumulates the highest percentage of daily content consumption among adolescents, already being 37.6% of their daily time.
Drop the TV, upload the internet
Since 2015, the time that teenagers spend on television has practically been cut in half. The data is about a sample of American teenagers, but these figures and these trends tend to start showing in that market and from there they tend to jump to the rest of the markets. What TV viewers in the US see with their teenagers right now is what Europeans will see tomorrow.
Even so, who is cannibalizing TV is not exactly Netflix, but rather YouTube. Since 2015, YouTube has been growing in weight and viewing times. If then it was 21.4% of the time allocated to content, now it is 33.1%. While the TV recedes, YouTube goes up. In the conclusions of the analysis, the data is positioned with a clear conclusion. Television is the only platform in “losing weight in a meaningful way, which was picked up by YouTube.”
The two media – YouTube and Netflix – are the ones who are taking teenagers and who show a tendency to grow. The other VoD platforms are not seeing this growth at all or even this weight in the market (Amazon Prime Video, for example, is only 3% of the content consumption market among teenagers).
Brands matter to them
It is not the only conclusion about how teenagers are and what they want Piper Jaffray has achieved in recent times. The company has also launched its annual study on Generation Z and it can outline some of the elements that allow understanding these consumers. For example, the interest in video games, which are one of the elements in which adolescents (men) spend more. It is 14% of your spending, a figure that is your historical maximum (for now).
Also brands are generally more important for teenagers. If these consumers were less marquistas six years ago, now they are becoming more and more. 33% indicated that the brand was the most important when making a purchase six years ago. Now, the brand already matters for 45% of the respondents.
Among their favorite brands are, curiously, those of the 90s. Everything that is linked to the 90s like it, which is very much in line with a general market trend. The 90s are fashionable in terms of consumption. Added to this is his interest in streetwear brands and certain luxury brands, such as Gucci and Balenciaga. Amazon is your favorite website (for 47%, 44% in the last study).