US consumers prefer experiential content experiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 25, 2022, 12:18 PM GMT+0

TheSoul Publishing's recent poll found that 30% of Americans expect more of virtual reality, shopping features (28%), and gaming content (27%).

Multi-screening is becoming a trend as more US consumers want immersive content. In 2021, 71% of Americans frequently used multiple screens when relaxing. The younger generations are more likely to multi-screens, with 82% of 25-34 year-olds using multi-screens.

Consumers (71%) watch content mostly on phones. 76% of women watch short-form content often on phones, compared to men (61%). Music (53%), comedy (51%), and gaming (35%) videos are popular genres in short-form videos.

81% of consumers believe fun and positive online video content is imperative for entertainment. TheSoul Publishing’s VP of Platform Partnerships, Victor Potrel, notes, “Viewers, more than ever, want to be a part of the experience.” Also, 52% watch live content on YouTube, followed by Facebook (43%), and Instagram and TikTok both at 33%.

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