“No one reads anymore.”
That is a phrase I have heard often over the past few years, and, despite its frequency, it always carries a bit of a sting to it, mainly because I love to read and expect that others do as well. I also love to write, which I hear encourages reading (at least I hope it does).
That phrase, however, is a generalization. Other than the ridiculously high number of views YouTube pulls in, I have seen no other research that shows people have given up on reading. Sure, newspaper circulations are down all over, but that just means people have given up on paying for reading. (Also not good, but a topic for another day.)
More From the Editor: Forget Me Nots
I asked my assistant, Google’s Gemini, to dig up any research on reading vs. watching, and it came back with a bunch of summaries and some statements that linked out to the original stories. Some of the data was disheartening at first glance, but then I clicked through…
Gemini offered, “There’s a clear trend of increasing video consumption across all age groups, driven by the accessibility of platforms like YouTube, TikTok, and streaming services.” That statement came with a link to a blog on the Zebracat website (a video marketing company) that further stated, “Gen Z and millennials dominate the stats, but even Gen X and Boomers are joining in, with more than 50% of adults aged 45+ consuming video content regularly.”
However, when I clicked on the “50%” link, I was brought to an article on the MNTN Research website about connected TV viewing, and the stat came from people who “watch digital video content on an internet-connected device,” which included streaming content from Netflix, Hulu, and the like.
Not exactly what we are talking about here. And, also, guilty as charged.
I added “news” to the original search parameters to get closer to the information I was looking for, and some hopeful summaries came through, but without sources, so, even though it confirms what I was looking for — and what most of us expect — it is no less anecdotal than the original statement.
More From the Editor: Mind the Curiosity Gap
From Gemini: While precise figures on those who solely read versus solely watch online news videos are elusive, the evidence points toward a significant and growing consumption of online news in video format, especially among younger generations and on social media. However, reading remains a preferred method for many, offering speed and control over information intake. It’s more probable that individuals engage in a hybrid consumption model, utilizing both reading and video based on context and preference.
This is a deep rabbit hole to dive into if you are so inclined — in education, for example, studies have shown students prefer to learn via video over reading — but ultimately it comes down to a matter of choice. If you provide words, people will read; if you provide a video, it will be watched. There is no need to deal in absolutes: I love watching John Sciacca’s unboxing videos and I love reading his reviews.
The plan is to provide as many options to experience our content as we can, including more videos, online articles, print magazines, digital editions, social media, and whatever new methods are lurking around the corner — which is probably similar to what you are doing with your business.
I would guess most reading this editorial would agree with me that the written word still has some life in it — after all, you’ve made it this far. But you can tell those who didn’t read this not to worry, as we’ll have them covered, too.
