Analysis for 'Millennials'
Thursday, December 14, 2017, 10:40 AM ET|
Almost 75% of 18-34-year-olds use SVOD services at least once per week to watch movies and TV shows, with 40% watching daily, according to new research released by consulting firm Altman Vilandrie & Company. In addition, 40% of 18-34-year-olds use SVOD services daily. 78% of them have at least one SVOD subscription, with 55% having more than one.
These SVOD services are becoming the go-to source for younger viewers, with 77% of 18-24-year-olds using them first when they don’t know what they want to watch instead of broadcast or cable. Younger viewers rely most on peer recommendations for what to watch. Conversely, when viewers over 55 aren’t sure what to watch, 65% of them first turn to broadcast or cable.
Companies: Altman Vilandrie
Monday, September 18, 2017, 11:51 AM ET|
Last Wednesday I shared research highlights from Adobe and Limelight showing how millennials and younger audiences are shifting their viewership to online sources. Later that day I noticed new data from Pew Research that adds to the theme and clarifies the big generational divide that is opening up over pay-TV subscriptions.
According to Pew, 61% of 18-29 year-old Americans it surveyed say that streaming services are the primary way they watch TV, vs. 31% cite pay-TV and 5% cite a digital antenna. 18-29 year-olds are the only age group where streaming surpasses pay-TV. Even one age group up, 30-49 year-olds still favor pay-TV over streaming, 52% to 37%. For older Americans, it’s even more skewed: for 50-64 year-olds, it’s 70% to 10% and for 65+ year-olds, it’s 84% to 5%. Overall, pay-TV is the primary way to watch TV for 59% of Americans, compared to 28% for streaming and 9% antenna.
Tuesday, January 24, 2017, 11:52 AM ET|
New research from GfK MRI reveals that 30% of US millennials (18-34 year-olds) are cord-nevers or cord-cutters (dubbed "cordless"), almost double the rate (16%) of Boomers, the next generation up. In all, millennials account for 43% of the cord-never population.
No surprise, cordless millennials are focused on online video alternatives, saying they spend 65% of their time using these services. Conversely, Boomers said they spend just 36% of their time with online video services and 56% with linear TV. Millennials’ favorite services included YouTube, Netflix, Hulu and Amazon, with others including Crunchyroll, Twitch and Adult Swim also scoring highly.
Tuesday, July 14, 2015, 10:11 AM ET|
A new study from research firm SmithGeiger and Net2TV has found that just 18% of 18-34 year-olds’ video viewing time is now spent with traditional broadcast and cable TV. Fully 61% of their viewing has shifted to digital devices. For 35-44 year-olds, 27% of total video viewing is on traditional broadcast and cable TV. The data is the latest in a well-documented trend toward viewership fragmentation driven by OTT services and the proliferation of digital devices.
Wednesday, May 6, 2015, 10:46 AM ET|
There's more data this morning on how young millennials are switching from traditional TV to online video. Limelight Networks has released new survey data finding that approximately 60% of 18-25 year-olds report watching at least 4-7 hours of online video per week. The results contrast with all 18+ adults, where less than 40% said they watched at least 4-7 hours of online video per week.
In addition, less than 20% of 18-25 year-olds said they watch just 1-2 hours of online video per week, whereas nearly 40% of all 18+ adults said they watch 1-2 ours of online video per week.
Companies: Limelight Networks
Tuesday, October 14, 2014, 9:58 AM ET|
Underscoring the dramatic shifts occurring in millennials' TV viewing behavior, a new survey from comScore has found that millennials (18-34 year-olds) now use digital platforms for 1/3 of the time they watch original TV programs. That's double the 16% of time 35-54 year-olds spend using digital platforms for TV program viewing, and triple the 10% of time for those over 55 years-old.
For all 3 age groups, computers were the preferred digital platform by a significant margin - 19% for millennials, 10% for 35-54 year-olds and 6% for 55+. Smartphones and tablets trailed in single digits for all 3 groups. Just 55% of millennials said they "typically" watch TV programs on traditional TV, vs. 70% for 35-54 year-olds and 83% for 55+.
Thursday, February 20, 2014, 10:50 AM ET|
TiVo's 2013 Millennial Video Entertainment survey reveals that 72% of millennials use free video streaming sources like Hulu, YouTube and network TV sites, making these the most-used source for their video viewing. In second place, cited by 60%, were SVOD services like Netflix, Amazon Instant Video, Hulu Plus and HBO Go. Just behind SVOD is physical media, cited by 59%, followed by pay-TV in fourth place with 46%.
Millennials' viewing sources differ dramatically vs. all other generations, where pay-TV was the most-used source (with 58%), followed by physical media (56%) and free streaming/SVOD tied for third place with 40%. For both millennials and all other generations, individual purchases, free downloads, antenna and other lagged much further back in usage.
Video Research Around the Web
- Nielsen: 16M U.S. homes now get TV over-the-air, a 48% increase over past 8 years TechCrunch
- Roku Soars After Reporting 68% Jump in Streaming Hours The Street
- Almost 500 Scripted Shows Aired in 2018, But We Still Haven’t Hit Peak TV Vulture
- Apple TV grows in popularity and passes more affordable Google & Roku options, data shows 9to5 Mac
- Amazon Touts ‘Thursday Night Football’ Total Viewers Up 22% to 14.7 Million in First Seven Weeks Variety
- GroupM’s State of Video Lays Out New Battleground For Attention AdExchanger
- Majority of Americans Think Cable TV Has Become "Unaffordable" The Hollywood Reporter
- Shorter TV Ads Command More Viewer Attention Mediapost