AI video usage shows divide among young viewers

A study by the British Council involving 2,001 British youths aged 16 to 24 reveals a divide in how young people perceive artificial intelligence in media. While AI-generated videos frequently go viral on platforms like TikTok, Instagram, and YouTube, nearly half of the surveyed group (46 percent) is less inclined to watch films or television programs if they know AI played a significant role in production.

Despite this hesitation regarding long-form content, 46 percent of respondents believe AI could actually improve the quality of television and film. The research suggests that young viewers distinguish between AI as a supportive tool and AI as a replacement for human creativity. Specifically, 71 percent prefer productions primarily made by humans, and 74 percent believe human creativity should remain central to the process.

Data from the research platform Riffkit highlights a contrast between social media engagement and intentional viewing. An analysis of 1,504 AI videos on TikTok showed that while top-performing videos can exceed 1.5 million views, the median view count was only 418, indicating that while AI content can achieve massive reach, it does not consistently find broad success.