The way we consume online video content has changed a lot in recent years. Thanks to the ubiquity of smartphones and high-speed mobile data, we can now watch whatever we want, whenever we want. I get asked all the time how different generations interact with video content and which generation is “better” at it. And while there are some generational differences, the answer is really that all of them are good at it—it just depends on what you’re looking for.
If you work with marketing or social media, then you know that online video content is one of the most effective ways to reach your target audience. But what you may not know is how different generations interact with this type of content. In this blog post, we’ll take a look at how different generations consume online video content.
Â
Generation Z (born 1996-2010): Short and Sweet
Gen Z is the first generation to grow up with social media and they are true digital natives. They consume the majority of their video content on YouTube and Snapchat. For them, video is all about entertainment and escapism. They are also very creative and often produce their own videos. They have short attention spans and they like their content to be interactive, which is why platforms like TikTok have become so popular with this demographic. If you want to reach Gen Zers with your video content, make sure it’s creative, funny, and engaging.
Â
Millennials (born 1981-1995): The Most Connected Generation
When it comes to online video content, there’s no denying that Millennials are leading the pack. After all, this is the most connected generation in history. Seventy-two percent of Millennials say they can’t go more than a day without checking their smartphones, and nearly half say they check their social media feeds numerous times throughout the day. It’s no wonder, then, that this demographic group spends more time watching online videos than any other group—an average of 12 hours per week!
Millennials are comfortable consuming video content on a variety of platforms. They grew up with TV as the dominant form of entertainment, but they also remember a time before the internet existed. For them, video is a mix of entertainment and information. They are more likely to watch corporate videos, product demonstrations, and how-to guides than Gen Z.
Â
Millennials grew up with technology, so they’re very comfortable using it in their everyday lives. When it comes to watching videos, they want content that’s easy to consume and shareable with their friends. That means shorter videos that get straight to the point.
Â
Generation X (born 1965-1980): The Forgotten Generation?
Generation X is the first generation of digital consumers. They remember a time before the internet and cell phones, but they were quick to adopt new technology as it became available. For them, video is primarily about information and education. They are more likely to watch news footage, business reports, and Serious TED Talks than any other generation.
Generation Xers are busy people—they’re juggling work, family, and their own personal interests. They don’t have a lot of time to waste, so when they do sit down to watch a video, they want it to be worth their while. That means that Gen Xers are more likely to watch videos that are informative or educational in nature. Videos that are Buzzfeed-style listicles or “explainers” do well with this generation.
When it comes to online video content, Gen Xers are often overlooked in favor of Millennials and Baby Boomers. This isn’t surprising when you consider that Gen Xers are often considered the “forgotten generation.” But just because they’re not as large in number as the other two groups doesn’t mean they’re not important. In fact, Gen Xers are some of the most active consumers of online video content.
According to a recent report from ComScore, Gen Xers spend more time watching online videos than any other demographic group. They’re also more likely than any other group to watch videos on their smartphones and tablets. And when it comes to social media, Gen Xers are more engaged with video content than any other demographic group except for Millennials.
So why are Gen Xers so engaged with online video content? There are a few reasons. First, Gen Xers grew up during the dawn of the internet and were early adopters of new technologies. They’re also more likely than any other demographic group to be working professionals with disposable income. And last but not least, they’re raising kids—which means they have a vested interest in educational videos and other family-friendly content.
Â
Bottom line? If you’re targeting Gen Xers with your marketing efforts, then online video should be a key part of your strategy.
Â
Baby Boomers (born 1946-1964): Make me laugh or teach me something
Baby Boomers only spend four hours per week on average watching online videos. That’s less time than they spend reading newspapers (5 hours) or watching television (10 hours). That said, some Baby Boomers do enjoy watching online videos—particularly those that are humorous or sentimental in nature. When it comes to video content, Boomers are more likely to watch videos that make them laugh or that teach them something new.
Â
There’s no denying that different generations consume online video content in different ways. But one thing remains consistent across all age groups—engaging video content is essential if you want to reach your target audience—no matter who they are or where they fall on the generational spectrum. By understanding how each generation consumes online video content, you can create strategies that are tailored to their specific needs and preferences. And that’s sure to give your marketing efforts a boost!
