It’s tough to get a beat on how Millennials watch TV. Less than two week ago, a PricewaterhouseCoopers study claimed that 77% of surveyed 18- 34-year-olds are still watching cable.
Although cable still clearly seems to be the king, a NPD Group study — which surveyed more than 5,000 US consumers about their tablet, mobile, and connected TV usage — is showing that 75% of Millennials *who own connected TVs are using them to watch over-the-top content (Netflix, YouTube, etc).
As one may expect, that OTT viewing percentage scaled down as audience age went up. In the 35–54 demographic, nearly 65% used connected TVs to watch OTT content while just about half of the 55+ demo did the same.
It’s not a shock that Millennials are watching OTT content on connected TVs. With the advent of connected devices, younger audiences have come to expect that most platforms will provide streaming options. Of course not all TVs are connected, but devices like Chromecast and Roku are making OTT content available on just about any TV.
It should be noted, however, that most OTT services are providing content from cable networks. Yes, the way cable is being consumed has changed. But ultimately, that content is being consumed nonetheless. It isn’t until Netflix originals like “House of Cards” surpass cable content in terms of sheer viewers that major cable networks need worry about being dethroned.
*Correction: The study surveyed Millennials who already owned connected TVs, not all Millennials in general.