For Longer Content, Typical Consumer Prefers the TV

Vorhaus: A Third of Consumers Have No Preference Between PC and TV for Short Video

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Generally speaking, consumers prefer longer forms of video on larger screens and shorter video on smaller screens. In fact, a plurality of internet users between the ages of 12 and 64 prefer to watch video content of a few minutes or less on their PCs.
Mike Vorhaus
Photo: Stephanie Diani
Mike Vorhaus is senior VP-managing director of new media and strategy for Frank N. Magid Associates.
Almost a third of consumers indicate they have no preference between PC and TV for short content. This attitude toward short video on the PC is even more dramatic among young adults ages 18 to 24. A majority (56%) of them prefer short video on their PCs. In comparison, only 32% of the 44- to 54-year-olds prefer the PC for short content.

Not surprisingly, as content gets longer, consumers gravitate toward the TV. For content 30 minutes and longer, about 60% of respondents prefer the TV set. But there are still numerous consumers who prefer long-form content on the PC: 3% prefer it for 60-minute-plus videos and 7% for 30-minute-plus. Those numbers rise to 8% and 15% when 18- to 24-year-olds are asked their preferences.

Perhaps most interestingly, many consumers have no preference. Almost 20% of consumers say they are just as willing to watch long-form content on the PC as they are on TV.
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