Streaming and Scrolling:How Social and Video Shatter the Marketing Ceiling

Think about the last time you sat down to flip through a magazine cover to cover. For many, it’s been years.

Now compare that to how often you open LinkedIn, watch YouTube, or stream a show on Netflix. That's where attention lives today…

The Shift in Attention

Recent research shows just how quickly those old habits have faded, with social platforms and streaming now leading the way. 

Seventy two percent of US adults spend time on social platforms each month, and 69 percent stream video like Netflix, YouTube, or Hulu. By comparison, only 63 percent still watch live TV and 58 percent tune into radio. And it’s not just video. Streaming music on Spotify is now just as common as turning on the radio, another sign that people prefer content on demand.

Magazines are still part of the picture, both print and digital, but readership is flattening. Digital has a slight edge, with about a third of adults reading digital magazines and almost as many reading print. The trend is clear. Long form media has not disappeared, but more people are choosing digital first options that are faster and easier to access.  

This is more than a platform shift. It is a cultural shift in how people spend their attention. They want content on demand, on mobile, and on their own terms. 

For us B2B marketers, that matters. The same people who are scrolling, streaming, and listening in their personal lives are the decision makers you are trying to reach. To connect with them, your strategy must reflect where their attention is going.

Social + Video as Marketing Powerhouses

What makes these channels powerful isn’t just how many people they reach, but how carefully you can target them.

On platforms like LinkedIn, marketers can zero in on audiences by industry, job title, or company size. On YouTube, buyers actively search for solutions, giving brands a chance to meet them at the exact moment of interest. Add intent data on top, and campaigns become even more timely and relevant.

Video is what brings all of this to life. A quick LinkedIn clip can build thought leadership, a YouTube demo can show product value, and a webinar recording can keep working and nurture leads long after the event is over. Unlike static content, video grabs attention fast and makes complex ideas easier to digest.

That’s why these platforms sit at the center of today’s strategies. They’re not just for awareness, but for building trust, educating buyers, and engaging across the entire decision-making journey. 

What This Means for Your Business

More than half of professional services firms say sales cycles are getting longer, and almost half cite budget constraints as a top challenge.

The real test is how to stay visible and relevant during extended buying journeys. Traditional outreach alone won’t cut it anymore. Today’s decision makers expect to learn, compare, and build trust long before they talk to sales. That means showing up consistently in the places where they spend time and delivering content that informs as well as engages.

The businesses that adapt will find ways to shorten the sales cycle by building credibility earlier in the process. 

From Scrolling to Strategy

Executives might make decisions in the boardroom, but they also scroll, stream, and listen just like the rest of us. The habits overlap.

So the real challenge is not if your audience is online, but how you show up for them. Turning endless scrolling into meaningful engagement requires strategy: content that answers questions, videos that simplify complex ideas, and campaigns that build trust over time.

It is not about using every platform. It is about being intentional, meeting buyers where they are, and guiding them from casual scrolling to confident decisions.

Ready to adapt your marketing plans for 2026? Let Leadarati help you turn attention into action with strategies and video services built for today’s buyers. 

Source: MarketingCharts, Americans’ Media Habits Report