Younger Demos Favor Live TV

by Wayne Friedman , September 11, 2014

Growing numbers of younger digital multiscreen TV-video users have a strong preference for live TV -- as well as higher network brand loyalty. A new study from Viacom found that 47% of multiscreen users say "it's important to watch their favorite TV shows live, versus 23% for those that on just single-screen users.

Using multiscreens also seems to benefit networks and their brands: 45% of multiscreen users are “loyal to a few networks.” Only 28% of single screen users have this loyalty.

There is also good news for pay TV providers: Viacom says 45% of those multiscreen users “wouldn’t give up pay TV because they rely on DVR” — this against 22% for single screen users.

When it comes to discovery of TV shows, Viacom says word of mouth is still the No. 1 factor for TV viewers — some 90%. This is a plus for TV marketing executives — 85% of TV viewers discover shows this way. Social media is next at 78%.

The study also notes that young, so-called Gen Xers still rely on live TV — with 45% only watching live TV. There is also a strong live TV usage from other devices and services, with 80% watching “at any point in a given viewing path.” Young viewers are a big concern Viacom’s mostly younger audience.

Biggest problem for viewers? Looking for specific TV shows — with 79% saying they don’t have access to a latest episode and 77% saying they can’t find a TV show.

The Viacom study came through in-person interviews in Boston and Chicago and online surveys of 1,500 U.S. Viacom viewers ages 13-44 The online survey included “digital diaries of TV viewing paths,” where those viewers listed up to 10 TV programs in the order they watch them “yesterday.”

demographics, trends, tv

3 comments about "Younger Demos Favor Live TV".

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Nicholas Schiavone from Nicholas P. Schiavone, LLC, September 11, 2014 at 9:30 p.m.
Wayne, We are surprised by the appeal of live TV? Spare me the shock & surprise. "Younger digital multiscreen TV-video users" are also referred to as "human beings. " They are not a freakish cult group whose behavior and tastes should surprise us at every turn. Candidly, the methodological underpinnings of this Viacom study are somewhat frightening and gives your commentary no special credibility (Online survey? Oh, wow! Now, I 'm really impressed? No DISTRESSED!) other than a sense of completeness -- to your credit. By the way, Viacom could have done an even better job by using straight Nielsen data, that is until Nielsen pollutes the NTI NPM/GTAM data through modeled sample expansion. MRC, Are you paying attention? All roads lead to Rome -- and to research quality!
By the way: #WhoIsFarshadFamily
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Douglas Ferguson from College of Charleston, September 12, 2014 at 10:11 a.m.

Viacom funds research that supports TV? Incredible. Next you'll report that a study conducted by Hershey's actually shows that people like chocolate. I wonder if these studies even get released when they support unfavorable findings.

Nicholas Schiavone from Nicholas P. Schiavone, LLC, September 12, 2014 at 6:23 p.m.

Hershey's Study: Chocolate is Good For You

Even richer in antioxidants than so-called "super-fruits"
February 07, 2011|By Give 'em Health, William Weir

Comparing the antioxidants in chocolate vs. the so-called super-fruits – acai berries, blueberries, cranberries, researchers at the Hershey Center for Health & Nutrition found that there was a greater antioxidant capacity per gram in cocoa powder than in fruit powders.

Similar results were found when they compared dark chocolate and cocoa to fruit juices. The bad news for hot chocolate lovers, though, is that their drink of choice offers little in the way of antioxidants (due to the way it's processed).

The study was published in Chemistry Central Journal.

A couple caveats to keep in mind here. As soon you see that the study was conducted at the Hershey Center for Health & Nutrition, you pretty much know how this one's going to turn out. That said, there have been plenty of impartial studies touting the wealth of antioxidants in chocolate.

But another is that, for all the talk there has been about "super fruits" and "super foods" based on their antioxidants, more recent studies suggest that these foods aren't much more beneficial than any other kind of fruit. Yes, these foods have a place in a healthy diet, but don't load up on them at the expense of other healthy foods. So yes, chocolate – particularly dark chocolate – can be good for you. But it also means that you shouldn't replace your salad with a Snickers.