Millennials ‘more likely to turn on Netflix than live TV’
The research firm’s State of Cable and Digital Media 2016 report describes streaming as “the new normal” for people aged 18-34 and noted a rapid shift from ‘traditional viewing’ – of live TV, DVR content and VOD – to streaming.
For millennials in 2016, 39% of viewing is done via these ‘traditional viewing’ methods, compared to 75% in 2012.
Over the same time period, the amount of time spent streaming content has climbed from 15% in 2012 to 54% in 2016.
“Millennials are more likely to turn to Netflix when they want to watch TV than to live television: 36% say Netflix is their first ‘go-to’ source for TV content; 29% say they go to live TV,” said the research.
However, Horowitz said that traditional TV “continues to have value” with 76% of 18-34 year-olds using a combination of traditional and streamed content. Just 13% exclusively stream content.
Across all adult age groups the trends are reversed, with viewers spending just 29% of TV viewing time streaming content compared to 50% watching live, according to the research.