Young Video Consumers Turn to YouTube First, Report Says

Video consumers ages 13-24 start watching video from the moment they wake up -- with 65 percent of those surveyed saying they watch before school or work, and 67 percent say they watch falling asleep, Defy Media said in its Youth Video Diet report released Tuesday. Their top source of content was YouTube, with 85 percent of those surveyed watching, followed by Netflix at 66 percent and multichannel video programming distributors at 62 percent. Youths average 12.1 hours a week of free digital video, with many watching an additional 8.8 hours of subscription digital video, Defy said. When financially independent youths were asked about why they don't have pay TV, 40 percent cited cheaper options available and another 24 percent said affordability, while 24 percent said they weren't interested in the content or shows. Among those surveyed, 52 percent said they use ad blocking software on their video devices. Between 87 and 89 percent said they were "always or sometimes OK" with five-second intro screens showing brand sponsors or five-second end screens advertising a product, product placements or a digital celebrity announcing a brand sponsor or demonstrating a product in a video. Smaller majorities of those surveyed were less supportive of 30-second or one-minute pre-roll ads. The data came from 14-day video journals of 54 youths ages 13-24, subsequent interviews with 27 of those youths, and an online survey of 1,300 people ages 13-24.