Connected TV Mythbusting

Think you’ve got Hong Kong’s video landscape all figured out? At IAB Hong Kong, we’re diving deep into the data to bust common myths about Connected TV and video consumption. Discover the latest insights that empower you to make smarter, data-driven decisions and maximize your impact in Hong Kong’s ever-evolving video ecosystem.

Myth #1: Gen Z only watches short videos? While short-form content is popular, a surprising 65% of 18-24-year-olds are shifting their viewing time to YouTube, significantly more than social media (28%) and other short video platforms (18%). It seems the younger generation still has a healthy appetite for diverse, in-depth content!

Myth #2: Prime-time customers are still loyal to linear TV? The "Digital Migration" is real! 28% of consumers aged 45 and over are spending less time with linear TV. In fact, since 2020, consumption on YouTube TV screens has surged by an incredible 330%.

Myth #3: Is mobile for the young and TV  for the established generations? Not quite so black and white. A significant 25% of the traffic to top Gen Z YouTube channels now comes from TV screens. Our viewing habits are more fluid than you might think!

These are just a few of the fascinating trends we're seeing. The lines are blurring, and the opportunities for brands are evolving.

Want a deeper dive into this data? IAB HK members are welcome to reach out to your Google Account Manager for more detailed information.

Author:  Fung Choi Lead Account Manager Google IAB Hong Kong Measurement Committee Member     Article launched on 19/6/2025

Source: Google consumer survey 2024, Google reach planner data