Social Viewing: 5 Apps Making Watching Videos a Group Activity

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Can watching content online be a social experience? These five apps are working on it, and turning solo viewing into a party…

When we researched the current state of entertainment viewing in our Post-TV Gen trend, we found that 13-34-year-olds report watching almost 22 hours of content across all platforms and services weekly. That’s almost an entire day out of their week that they estimate they spend watching videos, TV shows, and movies. Among Gen Z, the estimate was even higher—23.4 hours per week. Often, young consumers’ disruptive entertainment habits are described in misleading ways—they’re “abandoning cable,” or “leaving TV behind”—but they’re not watching less content, they’re consuming more, watching on-the-go, in bed on their laptops, tablets, and phones, on car rides…anywhere their phones are going with them, which is everywhere.

So they’re hungry for content. But what the mobilization of entertainment has done is make much of that entertainment more solo-consumption. Gathering around a phone to watch a video can be done, but it’s not as natural as sitting around the TV screen together. Instead, watching videos and series is increasingly becoming an individual activity—but a new slew of apps is looking to change that. The idea of the social/shared/co-viewing of videos online is taking hold, with major players and startups launching new ways to turn solo-video viewing into a group experience. Here are five apps taking on social viewing, and telling young consumers to "watch together":

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingTumblr Cabana

This week, Tumblr launched Cabana, a new app to allow users to “hang out and watch stuff” digitally. The app is a combination of group video chat and video viewing: six friends can video chat simultaneously, and watch videos together at the same time. Users can create “rooms”…


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“We should be nice and good to others because we would want the same in return, being rude to someone doesn't make the situation any better.”—Female, 21, MI

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