number of millennial TV consumers are committed to a “broadband-only” existence -- all of which could spell some trouble for traditional TV content/channel owners.
The new study
says 13% of 18- to-34-year-olds -- some 8.6 million -- are broadband-only customers. The research is from the soon-to-debut Pivot cable network, owned by Participant Media, which will target
millennial viewers. The study was released at the Cable Show this week in Washington, DC.
More young consumer TV movements may be on the way. Many millennial “cross-platformers”
are looking to stray from the pay-TV services altogether -- around 17.9 million 18-34 TV consumers and another 32 million 18-49 consumers, says the study.
Research shows that 58% of
broadbanders would consider subscribing to TV for a bundle of networks from their broadband provider, streamed live and on-demand. On demand services is a major lure: 92% of respondents ages 18-34
want video-on-demand streamed everywhere and anywhere and 94% would feel more positive about networks that offer VOD streamed everywhere.
Some 86% of millennials want live streaming
everywhere; 87% of at-risk cross-platformers would consider keeping their pay TV subscriptions if offered programming streamed live and on-demand anywhere/everywhere; 89% of cross-platformers would be
more likely to keep their cable, satellite, or telco TV subscription if they were offered TV networks/channels that provided VOD streamed everywhere.
Still, there are loyalists. Fifty-five
percent intend to keep pay TV primarily because they like the option of watching live TV, while 44% of pay-TV-craving broadbanders miss their favorite live shows. Only 19% say they miss live
The study looked at those that are “broadbanders," “cord cutters” or “nevers” -- those who do not currently subscribe to pay TV services but have
broadband/Internet access and watch TV programming -- and “cross-platformers," consumers who use both traditional TV and new digital TV platforms.
The study came from an online survey
of 2,500 adults 18-49 and 310 adults 18-34."Watching TV" photo from Shutterstock.