YouTube outpaces cable TV teen audience for the first time
YouTube has outpaced cable TV among teenagers, with a new study finding that young people are more interested in watching videos on the platform than on the small screen.
Jenna Marbles is one of the US' most popular YouTubers
Findings from Piper Jafray's bi-annual Taking Stock With Teens survey looked at the viewing habits of 10,000 teens across 46 US states and found that while 26% watch YouTube daily, just 25% said they regularly watched cable TV.
The findings come as global marketers increasingly channel their ad spend into the platform via influencers, with eight in 10 industry professionals in the UK now saying they work with influencers in some capacity.
This change also marks the first time YouTube has outpaced traditional cable in the study, however the investment bank did note that there's still a demand for big budget productions. Netflix was named the most popular platform for young people with 37% of them asserting they used the streaming service daily, compared to the 3% who used Hulu.
When it comes to social media, the research found that American teens are most interested in checking Snapchat, with 35% saying they logged into the messaging app on a daily basis. This is unsurprising given the ephemeral messaging app's rapid growth and 150-million strong (largely largely millennial) userbase. Instagram was the second most popular social network at 24%, Facebook and Twitter meanwhile were neck-and-neck at 13% and Pinterest was the least checked at a small 1%.