Some 65 million Millennials watched TV in the first quarter this year versus 61 million for the same period in 2002, according to the Video Advertising Bureau.
Millennials’ spend 88% of their video time watching on TV versus 4% on smartphones or tablets. Looking at the TV-centric measure -- Nielsen average audience per minute -- TV gets 9.1 million millennials, versus 4.9 million for smartphones and 1.1 million for tablets.
Analyzing specific digital video platforms, only Facebook, YouTube or Pandora would rank within the top 100 TV programs for millennials. On a time-spent basis, TV outpaces Facebook and YouTube in average audience by more than 3 to 1 and 4 to 1, respectively
Although YouTube viewing is rising for 18 to 24-year-olds, TV still commands 77% of their viewing time -- 47 hours against 14 hours.
In May 2016, adults 18-34 watched nearly 61 hours of ad-supported TV against nearly 14 hours of YouTube -- 82% to 18%. For 25-34, TV time those numbers are 70 hours versus 13 hours for YouTube -- 84% to 16%.
The VAB says that although Millennials watch much of their TV binge-watching online, they watch 90% of their TV viewing live.