Consumers are more likely than ever to watch video content through social media, rather than traditional TV or streaming options. And for its coverage of the 2024 Summer Olympics in Paris, NBCUniversal smartly realized this shift.
Citing new data Maverix Research and Insight’s Media Identity Graph (MIDG) analysts Liz Huszarik and Alexia Raven found that social video accounted for 62.2% of watch time in 2024, compared to just 35.2% for SVODs.
