You’re watching TV and the adverts come on, what’s the first thing you do?

The majority of people would probably say grab their phone and start scrolling.

In fact, according to a report by eMarketer, 85% of internet users browse the web while watching TV.

A data report by digital media agency, Zenith, also revealed that internet consumption will soon surpass TV by 2020 for the first time ever.

We are well aware that TV viewership has been on a steady decline, due to contributing factors such as advanced technology, the internet and social media platforms.

As today’s audience moves away from traditional TV platforms, they are moving closer to online platforms – specifically social media platforms.

It’s reported that by 2020, 28% of media consumption across the world will come from mobile.

Today, Instagram launch ‘IGTV’, a video hub for creators. According to TechCrunch, the new feature will be part of the Explore tab. The platform is working with online content creators to create videos that are longer in length than the current 1-minute maximum.

The videos are reported to be similar to YouTube vlogs, varying in length between 15-seconds to 60-minutes. TechCrunch has also alluded that the video content will feature “web celebrities” with large Instagram followings. The launch is happening today in San Francisco where the platform will be confirming the new feature.

Instagram is not the only social media platform to jump on the longer video bandwagon. Snapchat have revealed that they are expanding their original programming, with their first Snapchat show – a docu-series called “Endless Summer”. The series is reported to be a coming-of-age series that follows the life of YouTuber, Summer McKeen and her boyfriend, Dylan Jordan. The scripted reality drama is said to be similar to programmes such as “The Hills” and “Keeping Up With The Kardashians”.

Image source: Adweek & Variety

Senior Director of Snapchat, Sean Mills, spoke to Variety and revealed that the series will be made up of 12 episodes, with each show being between 4-5 minutes in length.

YouTube is reportedly now the most widely used social media platform among teenagers in the US, replacing Facebook.

The largest audience of daily active Snapchat users are aged between 18-24. This suggests that the younger demographic is watching more and more video, which could be the reason that both Snapchat and Instagram are investing more time and money into video.

However, these platforms will be competing against the newer forms of TV streaming, i.e. Netflix and Amazon Prime, which have already established reputations as the go-to places to watch TV series and films. 

Will social media platforms impact the way we watch TV?

Will traditional TV become completely obsolete?