"Cable and linear television have been in decline for years, especially as younger generations consume more entertainment on their phones. In response, traditional studios and streaming services have been experimenting with social platforms. Peacock tested the waters by uploading clips from its comedy Killing It to TikTok, while Paramount broke its 2006 film Mean Girls into several parts on the same platform."
"At the same time, microdramas-short, bite-sized video series designed for mobile viewing-have surged in popularity. Networks like TelevisaUnivision and Telemundo have been launching original microdramas. Earlier this month at CES, Disney announced it would begin releasing " microcontent" on Disney+. But what happens when social media doesn't just live on phones and starts moving into traditional TV screens and living rooms?"
"That shift is already underway. Social video is now the second-most-watched video type on TVs, according to research from Parks Associates. Jennifer Kent, SVP and principal analyst at Parks Associates, said this trend is blurring the lines between traditional video media and social video strategies, particularly as YouTube, Instagram and TikTok push for more TV-based viewing. Kent added that this also correlates with the growth of the creator economy, as traditional media companies partner with creators or launch initiatives dedicated to creator content."
Cable and linear television have declined as younger viewers increasingly consume entertainment on phones. Traditional studios and streaming services are experimenting with social platforms by uploading clips and repackaging films for short-form distribution. Microdramas and mobile-first microcontent have surged, with networks launching original short series and platforms planning TV-oriented apps to deliver Reels and similar content to living rooms. Advertisers are moving toward connected-TV ad buying as social platforms push into TV viewing. Research indicates social video is now a major TV video type, and the trend aligns with growth in the creator economy, including collaborations like Amazon MGM Studios with creators such as MrBeas
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