Insights on Canadian Society
Consuming user-generated videos and its impact on wellbeing

by Cait Brunton and Maire Sinha

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Introduction

Canadians today are more digitally connected than ever before. They rely on the Internet for a broad range of activities from banking and taxes, to entertainment and social connection. While the Internet is undeniably intertwined with everyday life, Canadians’ engagement with the Internet is ever-changing, with one of these major shifts being the growing popularity of user-generated videos (UGVs). In 2010, the Canadian Internet Use Survey (CIUS) began to measure the concept of watching video clips online. At that time, less than half (47%) of Canadians watched such content,^Note  but by 2022, user-generated videos were consumed by nearly three-quarters (72%) of Canadians.^Note  These videos, hosted on a range of platforms (e.g., YouTube, TikTok, Twitch), have supplemented or sometimes entirely changed how people interact with others, consume news and information, and spend their leisure time.

Since first appearing in the mid-2000s, UGVs have become widespread, owing to a number of concurrent developments, notably the evolution of video technologies, an increase in Internet speed and capacity, the advent and growth of smart phones, and rise in the number of video-sharing platforms. The consumption of UGVs can be innocuous and possibly helpful, such as learning new skills, obtaining gaming tips, and watching news reels; though at times, the consumption can produce other effects – namely, the formation of parasocial relationships.

Parasocial relationships are one-sided between a performer/content creator (e.g., news anchor, social media influencer, political commentator) and a spectator.^Note Note   The evidence is mixed about the wellbeing effects of parasocial relationships. Some argue that marginalized groups, such as 2SLGBTQ+, benefit from these relationships (e.g., through reduced loneliness and depression),^Note  while other studies have noted possible adverse effects on wellbeing, particularly among adolescents.^Note 

Currently, nationally representative data sources have not measured the motivation behind watching UGVs (e.g., connecting with others, learning, entertainment) or confirm the presence of parasocial relationships, but data from the CIUS are able to shed light on who are most likely to watch UGVs, and whether there are any possible associations with well-being. 

Given the widespread popularity of consuming user-generated videos, it would be useful for policy makers and Canadians to better understand any associations this form of Internet activity has with wellbeing. To this end, this study examines the characteristics of consumers of UGVs and identifies the predictors of this type of online engagement. The characteristics are contextualized by comparisons drawn from other forms of online communication and activities, including active communication and passive consumption. Finally, the study looks at the wellbeing of UGV consumers.

Consumers of user-generated videos tend to be younger

In Canada, nationally representative data on consumption patterns of UGVs started in 2018, with the Canadian Internet Use Survey. Results from this survey indicate that consumption of UGVs was greatest during the COVID-19 pandemic restrictions. In 2020, 79% of Canadians had watched some type of UGVs – whether to connect, to inform, or to entertain. Two years later, the rates of consumption returned to 2018 levels, with 72% of Canadians in 2022 watching UGVs in the previous three-month period.

While watching UGVs crosses all socio-demographic boundaries, this activity is most popular among young people. Internet users under the age of 35 were the top consumers of UGVs, with nearly 9 in 10 (88%) young people watching these videos – nearly double the rate of seniors (65 years and older) (45%) (Table 1). This finding may not be surprising, however, as young people were also the most prolific users of most forms of Internet activities, particularly those related to online communication.^Note 

The higher tendency for people under 35 to consume UGVs was seen for both men and women, with rates being nearly identical for young women (87%) and men (88%). After the age of 35, rates dropped consistently for both genders, though differences started to emerge. At mid-life (35 to 44 years of age), men were more likely than women to stream UGVs (83% versus 79%) (Chart 1).

Men’s higher likelihood of streaming was also seen in the senior years (65 years and older), where 49% of senior men watched UGVs, compared to 42% of senior women. The role of age and gender on the likelihood of streaming UGVs was observed after adjusting for a range of other socio-demographic characteristics in logistic regressions.^Note   

Differences in consuming user-generated videos by race and immigration status largely explained by other factors

Besides age and gender, there were few other demographic differences. For instance, while racialized Canadians were more likely than non-racialized Canadians to consume UGVs (79% versus 69%), logistic regression showed these differences were mostly attributable to differences in socio-economic characteristics, as demonstrated by the predicted probabilities in Table 1. There were, however, a few exceptions. Filipino Canadians remained more likely than non-racialized, non-Indigenous people to be consumers of UGVs even after controlling for socio-demographic characteristics, while South Asian Canadians were less likely to consume UGVs.

In addition, data from the CIUS 2022 showed there was no difference in patterns of consumption among immigrants. While recent immigrants were more likely to consume UGVs (81%) compared to non-immigrants (71%), this reflected differences in the socio-demographic composition of the two groups. In other words, there was no difference in the predicted probability of consuming UGVs by immigrant status.

User-generated video watchers are among the most prolific Internet users

Consumers of UGVs were twice as likely as non-consumers to make general use of the Internet^Note  for 20 hours or more per week (32% versus 15%) and were twice as likely to spend 20 hours or more watching streamed content^Note  compared to non-consumers (22% versus 11%).

Compared to non-consumers,^Note  UGV viewers were more likely to use multiple forms of Internet-based communication, as well as engage in other online activities. For instance, consumers of UGVs were almost twice as likely as other Internet users to make online voice and video calls (Chart 2).^Note  They were also more likely to engage in other types of online activities, such as the case of online gaming, where 46% of UGV viewers played video games online, compared to 22% of non-watchers of UGVs. This increased online engagement did not solely encompass leisurely activities, but watchers of UGVs were also more likely than other Internet users to perform other types of online activities, from transactional interactions like booking appointments and banking. Watching UGVs was predictive of all these online activities even when adjusting for socio-demographic characteristics.

Consumers of user-generated videos are more likely to say their online activities interfered with their relationships

The online behaviour pattern of watchers of UGVs suggests that they were avid users of the Internet, both in terms of the number of online activities and the time spent on the Internet. While it is not possible to identify whether this overall behaviour is problematic (e.g., reaching the threshold of Internet addiction^Note ), there were some signs that consumers of UGVs were more likely to score lower on some indicators of wellbeing.

Consumers of UGVs were 2.6 times as likely as non-UGV consumers to say that online activities interfered with their relationships (10% versus 4%), and 3.6 times more likely to report that online activities interfered with other aspects of their life (32% versus 9%). The correlation between watching UGVs and interference with personal relationships was seen across all age groups, from young watchers (under 35) of UGVs to senior watchers (aged 65 years and older) (Chart 3). This greater tendency for UGV consumers to report that the Internet interfered with relationships remained after adjusting for differences in socio-demographic characteristics,^Note  online activities, and time spent online.

Perhaps as a reflection of this interference, consumers of UGVs were also less likely to be very satisfied with their relationships with family and friends. Specifically, 41% of people who streamed UGVs were very satisfied with their connections with family, lower than the 54% of non-UGV consumers. Similarly, fewer consumers of UGVs were very satisfied with their friendships, compared to non-UGV consumers (40% versus 52%).

That being said, dissatisfaction with family and friend connections was fairly rare (5-6%) for both consumers and non-consumers of UGVs, with no significant difference between the two groups of Internet users. This was true after controlling for socio-demographic characteristics. Consumers of UGVs were simply more likely to report that they were somewhat satisfied, rather than completely satisfied or dissatisfied with their relationships.  

Fair or poor mental health is more prevalent among consumers of user-generated videos

In line with previous findings that have shown a link between the frequency of online activities and mental health,^Note  consumers of UGVs were also more likely to indicate they had fair or poor mental health. In 2022, 19% of Canadians who streamed these videos reported fair or poor mental health, significantly higher than Internet users who did not consume these videos (12%). In a logistic regression model that co-adjusted for other online activities (i.e., email, instant messaging, social networking, and voice or video calls) and various socio-demographic characteristics, viewing UGVs was the only online activity of the five that was associated with fair or poor mental health (Table 2).

While the regression analysis suggests that watching UGVs is predictive of reporting fair or poor mental health, it cannot demonstrate causality. Furthermore, it is possible that those with lower well-being may naturally gravitate towards parasocial relationships, which can be fostered through UGVs.^Note  Indeed, the current study confirmed that people who reported fair or poor mental health were more likely to watch UGVs. This means that while consuming UGVs was predictive of reporting fair or poor mental health, reporting fair or poor mental health was also predictive of consuming UGVs.    

This association with negative mental wellbeing becomes even more pronounced when considering time spent online. Among consumers of UGVs who spent 20 or more hours per week online, a quarter (24%) reported fair or poor mental health, compared to 15% of watchers who spent less than 10 hours per week online.

In addition, people who watched UGVs were over three times as likely (29%) as non-consumers (8%) to report that their online activities made them feel anxious, depressed, or envious of the lives of others – a relationship that held after adjusting for other online activities and socio-demographic characteristics in a logistic regression model.^Note  Again, the likelihood of developing these feelings was highest among watchers who spent 20 or more hours online per week (35%), though even among lighter UGV watchers (spending less than 20 hours online), the prevalence of anxiety (27%) was 1.9 times greater than heavy Internet users who did not stream UGVs (14%).

People who watched UGVs were also more likely than other Internet users to report having tried to take a break from the Internet (25% versus 19%). Specifically, the reason reported for taking the break was because they felt they used the Internet too often or for too long. Counterintuitively, among UGV watchers, it was those who spent fewer than 20 hours per week watching streamed content online who were slightly more likely to try to take a break from the Internet, compared to those spending 20 or more hours online (26% versus 22%).

Exposure to harmful content is more prevalent among consumers of user-generated videos

One risk to the wellbeing of viewers of UGVs could be their greater exposure to harmful content, which included exposure to misinformation and to hate-based content. Based on the 2022 CIUS, 85% of consumers of UGVs were exposed to harmful content online, while the same was true for 61% of non-consumers. The association between increased exposure to harmful content and viewing UGVs was still observed after controlling for time spent online.

About one-third (32%) of people who watched UGVs reported they were exposed to information they suspected to be false or inaccurate on a daily basis, compared to 19% of non-watchers. Watchers of UGVs (13%) were also more likely to report having been exposed daily to content that may incite hate or violence, compared to non-watchers (8%). There was no significant difference in seeing intimate images or videos that may have been shared without the person’s consent on a daily basis between watchers and non-watchers of UGVs.

Consumers of user-generated videos feel that the Internet helped them save time and make more informed decisions

Although this study suggests that UGV consumption is associated with relationship interference and reporting fair or poor mental health, other research suggests possible benefits to consuming such media. There is some research to support that parasocial relationships formed with such media figures can offer benefits such as better well-being outcomes for LGBQ populations,^Note  increased political participation in women,^Note  and greater empathy for and decreased prejudice towards marginalized groups.^Note Note 

The current study based on the 2022 CIUS shows that consumers of UGVs also reported some positive interactions with the Internet. One of these benefits was feeling more informed. Consumers were twice as likely as non-consumers to indicate that their online activities helped them make informed decisions (63% versus 30%). Another reported benefit was efficiency, with consumers of UGVs (57%) being nearly twice as likely as non-consumers (31%) to report that their online activities saved them time.

Currently, there is no nationally representative data on the motivations behind watching user-generated videos or the type of content being watched, which could differentiate between the possible benefits or risk of harm of watching these videos. Further research is warranted to better understand this growing Internet activity.

Conclusion

Watching UGVs is a common pastime in Canada, with nearly three-quarters (72%) of Canadians spending at least some time streaming these videos. Canadians under the age of 35 were most likely to consume these types of online videos, reflecting their higher rates of online engagement, both in terms of number of online activities and time spent online.

While age was the stand-out demographic characteristic associated with consuming UGVs, socio-economic status also played a role. Those with higher levels of education were more likely to report watching these videos, even after other socio-demographic factors were considered.

In general, people who stream UGVs were more connected online – they were more likely than other Internet users to engage in other Internet activity and to spend more time online. At the same time, there were some indications that consumers of UGVs may be less connected with people in the real world. For instance, they were more likely to say that the Internet has interfered with their relationships with family and friends, and they were less inclined to say that they were very satisfied with these relationships compared to those who do not watch UGVs.

When asked to consider the role of the Internet in their lives, consumers of UGVs seem to recognize both the good and bad. They feel that the Internet helps them save time and keeps them informed, but they also see that the Internet can consume too much of their time and in turn, they take action to curb their level of engagement (i.e., taking a break from going online).  

One important limitation of this study was that the data did not consider the possible formation of parasocial relationships, where impacts on well-being, particularly among adolescents, remain poorly understood.^Note  Studies have noted that public figures can exert undue influence over their audience and can affect purchasing behaviour, attitudes towards gender, and even voting decisions.^Note  Research has shown not only that information from a favourite video streamer on YouTube was considered just as reliable as that from a journalist, but that the strength of viewers’ parasocial relationships with the media figure was positively and significantly related to the degree of trust they had in them.^Note  Dissolution of a parasocial relationship can also cause powerful, emotional reactions, comparable to grief.^Note 

Future research would benefit from including additional behavioural-related measures such as watching UGVs on social and quality of life surveys, as well as through formation of parasocial relationships to analyze other potential associations with wellbeing.

Cait Brunton is an analyst and Maire Sinha is a senior analyst with the Centre for Social Data Insights and Innovation at Statistics Canada

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