As popular creator content and YouTube viewing continues to impact viewing habits, Hub’s annual Video Redefined study will examine the role that non-premium and “social video” captures screen time alongside TV and movies. YouTube now regularly receives more than 10% of total TV viewing time (per Nielsen), and social video (on Instagram, TikTok and others) is consuming as much as a quarter of total daily viewing time. Video Redefined digs deep on how these “non-premium” viewing trends continue to capture attention and are valued as much (if not more) as traditional TV and movie formats.
Popular creator content includes categories of clips, microdramas (scripted dramas only a few minutes in length), and IP-driven fan content that leverage favorite characters, brands, games and franchises. Netflix recently inked a deal with Spotify to host video podcasts in 2026, reflecting efforts to expand ad reach with licensed non-premium content. Both Instagram Reels and TikTok are positioned to promote engagement on big screen TVs, like YouTube. Across platforms (TV, mobile, etc.) and content types, Video Redefined will identify the most popular types of non-premium content, how consumers react to advertising on those platforms, and how viewing this content may (or may not) be at the expense of other platforms. This study takes special consideration of younger viewers who are heavier consumers of this content, while also looking at how it is becoming mainstream across age groups.
Source: Interviews with 1,896 U.S. TV viewers with broadband access age 13-74
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