Millennials embrace traditional TV but shift from cable, satellite to online

Joseph O'Halloran | 21-02-2014

It may be no surprise to find that those in the Gen Y age bracket, so-called Millennials, are leading the shift to online streaming, but they are mainly watching traditional TV on such platforms.

According to TiVo’s 2013 Millennial Video Entertainment survey, not all content is created equal, with the data showing that despite a general rise in video consumption there is actually a sharp year-over-year decline in certain types of video content among all generations. Viewership of full-length movies, live events and music videos was reported to be lower by all four generations surveyed.

Millennials' consumption of TV shows was however on the rise, with 14% of those surveyed reporting a growing appetite for television programmes. More than a third of Millennials' TV viewing time was spent viewing traditional TV content such as TV shows and live sports.

The group primarily access video from streaming and subscription services, whether through individual TV channel apps and websites or streaming services. Indeed almost three-quarters (72%) report using free online video streaming services like Hulu, YouTube and TV network streaming sites, and nearly two-thirds (60%) regularly use subscription video-on-demand (VOD) solutions like Netflix, Amazon Instant Video, Hulu Plus and HBOGo. By contrast, the other generations report using free and subscription services 40% of the time.

“Millennials' video delivery systems of choice may be different from those of previous generation,” commented TiVo chief research officer Jonathan Steuer. “However, the 2013 TiVo Millennial Video Entertainment survey shows that regardless of how they are consuming video, traditional TV series are Millennials' preferred content of choice rather than full length movies, live events or music videos."