Devices used to watch video content in the U.S. 2023, by age group

A 2023 survey revealed that smartphones were the preferred device for watching video content in the U.S. among 13 to 24-year-olds, with 88 percent using them weekly. In contrast, smart TVs were more popular among viewers aged 35 years and older, indicating a clear generational divide in viewing preferences. As more and more people switch to streaming offers, MVPD set-top boxes have become increasingly unpopular. 

Generational differences in content choices

According to another survey from October 2023, nearly half of Gen Z respondents stated to prefer social video and live streams, compared to one third of millennials. This preference for short-form, interactive content aligns with the high smartphone usage among younger viewers. Meanwhile, millennials are more likely to choose traditional TV shows and movies as their favorite content type, explaining their higher penetration rate of smart TVs and connected devices.

Entertainment time

The amount of time spent on different video platforms varies significantly by age group. Millennials with young children spend an average of over seven hours per day watching content on connected TV devices, more than double the time spent by other demographics. This trend is further supported by data showing that viewers over 35 dedicate 40 percent of their entertainment screen time to TV, while Gen Z allocates only 17 percent to this medium. Instead, younger viewers spread their time across various platforms, with gaming accounting for the highest share of their entertainment screen time.