75% of consumers feel uplifting and positive online videos will become a popular source of entertainment, marking a 14% YoY increase from 2020.
Research released by TheSoul Publishing found that only 3% of the respondents believe Twitter would remain popular in 2026. The platform’s over-reliance on negative news and controversy does not resonate with consumers who are increasingly leaning towards positive, feel-good content now.
Similarly, 32% of respondents believe TikTok will be the most popular platform in the next four years. YouTube (14%), Instagram (13%) and Facebook (12%) follow TikTok. YouTube is the most preferred platform for 40% of respondents, in their hunt for positive video content.
“With an intense news cycle, positive escapism has brought a welcome relief to many. It’s no surprise that the likes of TikTok and Pinterest, which surface a lot of feel-good content, have seen record growth,” says Victor Potrel, vice president of platform partnerships, TheSoul Publishing.
[2 minute read]
