A growing number of millennial TV consumers are committed to a “broadband-only” existence -- all of which could spell some trouble for traditional TV content/channel
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.
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 sports.
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
But the million dollar question is whether they will always remain broadband-only, or whether in later stages of their life they will revert towards the norm (albeit that norm is also changing).
What would cause habit-formed adults to revert toward an old-fashioned delivery technology? Maybe broadcasters should continue to invest heavily in their #1 strategy, wishful thinking.