Facebook is increasingly being used as a “YouTube filter” by young people, who utilise the social network as a curating tool to select the more relevant, informative and socially significant videos available online.
Discussing the finding yesterday at London’s Bafta, Platypus Research’s Karen Chaudhari pointed to the increasingly “symbiotic” relationship between social media and visual entertainment in general.
“We found that Facebook was increasingly becoming a filter for YouTube content,” she explained, in the course of a presentation ‘The truth about youth… and media’. “Rather than spend hours and hours getting sucked into that vortex of YouTube (…) there’s a sense that you can almost bypass that by going to the clip friends have recommended.”
Chaudhari also emphasised the growing importance of social media for filtering and selecting broadcast TV choices.
“Both TV and social media strengthen each other,” she went on. “They work together and this is really the first generation for which TV and social media completely co-exist and always have, so that viewers are able to effectively filter out content and select what they want to watch. They can use social media to to drive them to TV in different ways and different programmes. And it gives them kudos if they’re the first within their peer group to find new content and share it with their friends.”
Chaudhari was speaking at The Truth about Youth at London’s Bafta, an event on Millennials and new media put on by Thinkbox, the marketing body for commercial TV in the UK.