New research from Channel Factory shows that 52% of consumers who watch videos on social platforms just want to relax

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More and more consumers are turning to social videos on platforms like YouTube, TikTok, Snapchat and Meta as their preferred source of entertainment and relaxation, according to a new study by Channel Factory, the global brand fitness platform for YouTube.

In addition, viewers are increasingly open to diversifying the themes they watch and discovering new themes.

The study surveyed people in three age groups (18-29 Gen Z), (30-44 Millennials) and (45-60 Gen X) in five regions; Australia, USA, UK, Italy and Singapore to understand different demographics. The study examined viewer sentiment after spending time on these platforms, shopping preferences by platform, and what drives them to share video ads with friends and family.

The results showed that people feel better, are more open to discovering new content, e.g. B. Sharing content with friends and family, and using videos on social media to learn more about the products and services they are purchasing.

In Australia, 83.4 percent of consumers said they have used YouTube in the last 3 years, followed by 63.4 percent using Meta, 44.0 percent TikTok and 41.4 percent using Snapchat.

The report also confirms that consumers across generations, markets, and platforms, the number one reason they stay on social video platforms is to relax, watch entertaining videos, and comfort themselves while finding satisfaction from watching a variety of content.

In Australia, Meta is the most engaging platform overall, with 52.5 percent saying it’s the platform they feel most engaged with, followed by YouTube at 42.9 percent, TikTok at 29.7 percent and Snapchat at 17 .7 percent. Globally, the study shows that 21 percent more respondents say they vary the videos they watch depending on the day or mood.

This has coincided with a decline in consumers who say they only watch video content related to core interests or hobbies, suggesting that more viewers are open to discovering new and unexpected topics through social video. In addition, 26 percent of consumers say they use social platforms to learn about products.

“The research is cementing trends that we have been observing for some time. Across YouTube, Meta and Snapchat, there was a 15 percent increase in respondents who are intentionally searching for a variety of content that improves their mood,” said Alex Littlejohn, Managing Director APAC at Channel Factory.

“Having joyful creative assets, consciously investing in positive content across a mix of industries, and ensuring optimized paths from view to point of purchase can result in consumers being your biggest brand advocates as they shop and share with friends and family ‘ added Littlejohn.

As consumers search for new content, they also want to help friends and family discover new content, including ads. Consumers overwhelmingly want to make their friends and family smile: 52 percent said they would share an ad if it was relevant to their friend or family member’s interests, and 50 percent would share it if they found it funny.

Why people share varies from generation to generation, as Gen Z are 11 percent more likely to share an ad with something “I want to buy for myself” and 8 percent more likely if the brand ad is “creative + cool.” is “ compared to Millennials and Gen X, indicating that branded ads play an important role in building Gen Z’s personal impact in their circle.

The full report can be found here.

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