The oldest digital natives – the first generation to grow up with the internet – are now in their mid-30s. But the internet is changing and new generations are growing up with their own native behaviors.
One of the more significant changes is the huge amount of video content online. It is said that in 2011, around 30 hours of video was uploaded to YouTube every minute.Today, estimates indicate that it is more than 300 hours every minute.
Correspondingly, new generations have a very different online video experience. Today, 20 percent of 16−19 year olds say they watch more than 3 hours of YouTube daily, compared to only 7 percent in 2011. The original internet generation does not follow this behavior and only 9 percent of today’s 30−34 year olds watch 3 hours or more of YouTube daily. Today’s teens are now streaming natives. In fact, 46 percent of them spend an hour or more onYouTube every day.
20 percent of 16−19 year olds watch more than 3 hours of YouTube daily
Streaming natives also watch video on different platforms, spending around 59 percent of their total viewing time on mobile screens, which is considerably more than other age groups.
In fact, 28 percent of the total viewing time among streaming natives is on smartphones. They are also the only age group who spend a larger amount of time on smartphones than on any other device.
16 percent of streaming natives also stream music for more than 3 hours per day, which is more than the other age groups.