Two out of three Millennials use an ad blocker on a desktop or mobile device, according to study from Anatomy Media, an advertising agency specializing in entertainment marketing and promotion. Anatomy Media says this equates to two-thirds of Millennial ad revenue that is not being captured.
When looking at particular kinds of advertising, Millennials register a 36% number when it comes to blocking pre-roll ads on short-form videos; 28% for long-form content such as a TV series.
The research was conducted from 2,700 Millennials (18-24 years old) between June 29 and July 5 of this year.
Nearly 70% of Millennials use at least one method of piracy -- downloading, streaming or on mobile, with 24% believing “that both downloading and streaming piracy are legal.”
In addition, 61% of Millennials who stream content used a shared password or cable log-in. Although some of this usage comes from living in their parents' homes, the activity continues when they move away.
The research cites Horowitz Research in a finding that 54% of TV viewing time of Millennials 18-34 is spent streaming, with 25% viewed live.