Demos Split On TV Viewing: Millennials Favor Streaming Sites, VOD

by , Feb 20, 2014, 11:18 AM
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Millennials' video consumption offers some complicated news for traditional TV networks and program providers.

Some 72% of those born between the early 1980s and 2000s report using free streaming sites, such as Hulu, TV network streaming Web sites or YouTube, according to a new TiVo survey. The upside: They still favor traditional TV genres.

This leaves older TV platforms well behind, with 46% saying they get video content from traditional multichannel video program distributors (MVPD), cable, satellite or telco companies.

These results compare with all other age groups, which tally a 40% free video streaming share activity and a 58% share when it comes to video content from MVPDs.

Subscription video-on-demand services are also in high usage among millennials, with 60% using services such as Netflix, Amazon Instant Video, Hulu Plus and HBOGo. All other age groups  say they use free and subscription services 40% of the time.

Better news for all TV providers: The majority of all millennial viewing -- 22% -- goes to traditional TV shows on Hulu, TV network streaming sites and other areas. Two other big traditional TV categories register high numbers as well -- a 14% share for full-length movies and 14% for sports programming.

In addition, TiVo says millennials' consumption of TV shows is on the rise -- with a 14% gain for TV programs versus a year ago. User-generated content is ranked second with an 8% lift among millennials.

Still, there is a 17% share for “other” video activity -- for YouTube, or in the form of gameplay or podcasts.  User-generated content contributes a 12% share; music/music videos, 11%; and live events (not including sports), 9%.

“Millennials’ video delivery systems of choice may be different from those of previous generations,” stated Jonathan Steuer, chief research officer at TiVo. “However, the 2013 TiVo Millennial Video Entertainment survey shows that regardless of how they are consuming video, traditional TV series are millennials’ preferred content of choice rather than full-length movies, live events or music videos.”

"Friends using laptop"photo from Shutterstock.

1 comment on "Demos Split On TV Viewing: Millennials Favor Streaming Sites, VOD".

  1. Douglas Ferguson from College of Charleston
    commented on: February 21, 2014 at 8:39 a.m.
    The old media continue to whistle in the dark.

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