The news: Video consumption behaviors are shifting across generations, according to a Deloitte study.

• Over one-third (35%) of overall consumers spend more time watching video on social media than streaming platforms. For cohorts like Gen Z, that figure is even greater: 58% of their time with video is spent on social media.
• 41% of consumers stated that streaming services and social media videos count as watching TV.
• Advertising-based video on-demand (AVOD) services are in demand. Sixty-six percent of households with subscription video on-demand (SVOD) have at least one AVOD service, an increase of 10% in six months. This growth is most notable among millennials (70% of subscribers), Baby Boomers (71%), and Gen Xers (74%), and less prevalent among Gen Z (42%).

Video’s fragmentation: The findings echo the ongoing trend of media fragmentation as viewers are exposed to a breadth of digital content viewing options—and the divide is largely generational.

• Younger consumers show a strong preference for social video, especially on platforms like TikTok and Instagram. Nearly half (45%) of teens spend 1 to 3 hours daily watching social video content, while 35% spend over 3 hours daily—contributing to the ongoing shift in ad budgets toward social video and away from TV.