Original “creator” content now accounts for 26% of all daily TV and video viewing time, or 1.7 hours per day, according to new estimates from media consulting and publishing firm Media Dynamics Inc. (MDI).

MDI estimates total daily video viewing across all platforms at 6.7 hours for people age two and older. Within that total, premium traditional content, linear TV and streaming combined, still holds 68% of viewing time, or 4.6 hours per day. Linear TV alone accounts for a 35% share, streaming platforms for 33%, and other professionally produced video content for 6%.

The age gap between creator content and traditional formats is wide. MDI puts the median age of the creator content audience at 21, compared with a median age of 48 for overall daily video viewing. Linear TV’s median viewer age is 61, while streaming’s is 43, placing creator content audiences roughly 20 to 40 years younger than every other category measured.

Ed Papazian, president of Media Dynamics, cautioned about the limits of the underlying measurement approach in a press release. “It should be noted that the sources for this kind of information, mainly device usage, take no account of those times when the ‘viewer’ is absent or is present but paying no attention,” he said in a statement.

Source: MediaPost

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