A few years ago I was on a panel about the impact of AI on production at the annual HPA conference, and was surprised when a fellow panelist said that most of the media consumed by his teenage children was produced by their peers. As I’m not exposed to teenage behavior i had no idea.
Then yesterday my Chiropractor tells me that he watches mostly YouTube video instead of conventional TV. He is most definitely not a teenager! I’m also watching more YouTube than previously, and a lot of on-demand programming, but we rarely watch live TV.
So when I saw an article at Variety – User-Generated Content Represents 39% of Time Spent With Media: Study – with that worrying headline, it rang true. The report found that overall:
… user-created content accounts for 39% of weekly media hours consumed by Americans vs. 61% for traditional media.