Millennial Video Viewing Habits are Shifting Rapidly

US Millennial Video Consumers to Network Television: “This is Your Final Warning”

“In an increasing trend, 52% of respondents said they primarily watch their favorite show through online sources such as Netflix. At the same time, a decreasing trend shows only 23% of respondents would rather watch TV shows in a traditional, live fashion.”

 

Source: EMarketer.com

New data from Hub Research suggests that TV watching habits may be at a tipping point, with the majority of US TV viewers saying they mainly watch their favorite show via a digital source.

According to the latest edition of the firm’s annual “Conquering Content” report, 52% of respondents said they primarily watch their favorite show through online sources such as Netflix.

That represents a sharp change from 2014, when just 31% opted for digital sources.

Not surprisingly, Netflix is a key source for viewers, although the Hub Research survey found it still trailed live TV as the preferred option for watching a favorite show. When asked, “How do you watch your favorite show?” some 31% said “on live TV,” while 29% said Netflix. Just four years ago, the split was nowhere near as close, with 45% picking live TV and just 14% picking Netflix… [read the full article at EMarketer.com]