UGC content consumption grows in the US, but legacy formats still hold value

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 05, 2022, 1:06 AM UTC

The Consumer Technology Association and Variety surveyed over 2,000 Americans.

While traditional media content accounts for 61% of weekly media hours consumed by Americans, user-created content sees 39% consumption, according to the report. Overall, 16% of respondents reported consuming user-created video content, compared to 18% watching traditional TV.

20% of those polled watch video content on subscription-based streaming apps. Further, consumers aged 13 to 17 spend 56% of their media time on user-generated content (UGC), whereas only 22% of consumers aged 55 and older do the same.

While UGC is drawing in more younger audiences, editorially curated content continues to play a larger role in the media landscape. Integrating UGC in niches could help brands diversify and attract more viewers. Additionally, with 20 million American creators monetising their online content, the average monthly revenue for creators is around $768.

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