Today in What You Already Know: Millennials Love TV, Just Not Necessarily on TV
In news that should definitely not shock you (and if it does, we might need to have a separate conversation), Millennials love television — they just tend to watch it on smaller screens.
This is according to a new survey from TiVo, which found that 72% of the millennial respondents use free online streaming platforms like Hulu and YouTube, as well as the websites owned and operated by TV networks. In addition, 60% of Millennials report “regularly” using SVOD platforms like Netflix, Amazon Instant Video, Hulu Plus, and HBO Go.
The inclusion of HBO Go is particularly important here, as it signifies what this age group is watching (Netflix, Amazon Prime, and Hulu Plus all offer original shows, but it’s a good bet that a bulk of each service’s viewership goes toward existing TV program).
There’s other TiVo data supporting this. The survey found that 14% of Millennials surveyed had a “growing appetite” for TV programs. This is at the expense of other types of traditional content, as the study saw “a sharp year-over-year decline” in viewership for full-length movies, live events, and music videos.
It’s a TV world and we’re all just living in it.
Though YouTube shouldn’t be too worried. Following TV programs, user-generated content ranked second with an 8% uptick in viewing among Millennials. I imagine this survey defines UGC as anything that’s not coming from a TV network or studio — so it probably includes a lot of the creator-driven content, not just those videos of dogs and skateboards that people can’t stop talking about.
The TiVo study surveyed more than 3,700 people between the ages of 13 and 74, nearly 1,600 of which were Millennials (13-36).Tags: Amazon Instant VIdeo, HBO Go, Hulu, hulu plus, Millennials, Netflix, Research, tivo, youtube