top of page

Insight of the Day: Youth Continue to Use More Non-Video Than Premium Video Entertainment Sources


  • Non-video entertainment rivals traditional TV: Consumers, especially youth, are engaging with non-video entertainment sources (streaming music, gaming, podcasts) as much as traditional premium video providers.

  • Youth lead in entertainment diversification: 18-34-year-olds average 16.7 entertainment sources, with a growing preference for non-video options.

  • Overall entertainment options increase: The average consumer utilizes 13 entertainment sources, slightly up from previous years.

  • "Must-have" sources remain stable:  Despite the increase in options, the number of essential sources has not changed significantly.

  • Ideal bundles prioritize internet and streaming:  High-speed internet, Netflix, mobile plans, streaming music, and live TV bundles are top choices.

  • Netflix leads in bundle appeal: Consumers show the most interest in a bundle offered by Netflix.

Key Takeaway:

The entertainment landscape is evolving, with TV no longer holding a dominant position. Consumers, particularly younger generations, are increasingly diversifying their entertainment choices and embracing non-video options.


The trend indicates a shift away from traditional TV consumption towards a more fragmented and personalized entertainment experience. Non-video entertainment is gaining prominence, especially among youth, who are exploring a wider range of options beyond traditional TV.


  • Consumers are actively seeking out diverse entertainment experiences beyond traditional TV.

  • Non-video entertainment is becoming a significant player in the market, driven by the preferences of younger generations.

  • Bundles that combine internet access, streaming services, and mobile plans are highly appealing to consumers.

Implications for Brands:

  • Diversify offerings: Brands should consider expanding beyond traditional TV offerings and explore opportunities in non-video entertainment such as gaming, podcasts, and streaming music.

  • Target youth demographics: Younger audiences are key drivers of the shift towards non-video entertainment, and brands should tailor their strategies to cater to their preferences.

  • Embrace bundling: Offering bundled packages that combine various entertainment options, including internet access and mobile plans, can attract and retain consumers.

  • Partner with streaming giants: Collaborating with popular streaming platforms like Netflix can enhance brand visibility and reach a wider audience.

  • Focus on personalization: Tailoring entertainment experiences to individual preferences can increase engagement and loyalty.

By understanding and adapting to these evolving trends, brands can position themselves for success in the changing entertainment landscape.


bottom of page