How are you using your smart TV most often? Many YouTube viewers are watching that platform more and more on the biggest screens in their home; YouTube CEO Neal Mohan revealed in February that more viewing of the service is now done on TVs than is done on phones. But a newly-published survey from Deloitte found that streaming still reigns supreme on smart TVs, while phones are the most likely platform for social media.

Key Details:

• Deloitte found that 66% of respondents still use smart TVs most often when watching TV or movies.
• Mobile phones and tablets are used far more often than TVs for short or long-form videos.
• Almost all social media scrolling is also done on mobile devices.

Deloitte’s data shows that smart TVs are by far the most-used device when customers are ready to turn on a show or movie on a streaming video service. Sixty-six percent of respondents say they turn to the biggest screen in their home most when they want to stream a title, as opposed to just 12% who say they stream on a phone or tablet most frequently.

When it comes to short or long-form videos, however, mobile devices are nearly as dominant. Forty-three percent of participants in the survey said they watched short-form videos on their phone or tablet the most often, as opposed to just 3% who said that they use their smart TV. In addition, 48% say they watch long-form videos on their phone or tablet most often, compared with 17% who say they use their TVs for this type of viewing.

Unsurprisingly, smart TVs are used very infrequently to scroll social media. Seventy-one percent of respondents say they do this activity primarily on their mobile device, versus just 3% who say they use their smart TV to check their Instagram or X (Twitter) account.

Essentially, Deloitte’s numbers show that while viewers have more ways to access content than ever before, they’re still sticking to tried and true methods to use their favorite types of media. This can make it harder for companies with top brands to reach all audience segments, particularly as younger viewers are more often engaging with social media platforms for their video.

That means smart TVs could be further optimized for social media use in the future by operating system creators. Operating systems might try to make it easier to access and use social platforms to improve the user experience when accessing them, in order to continue putting their brands in front of new generations of customers.

Media consumption isn’t likely to decrease any time soon, but the methods in which users access that media will continue to evolve. Smart TVs will continue to be used often for TV streaming, but there’s a possibility they will incorporate more user-friendly social media options as well.