According to a just-released U.S. consumer survey from TiVo®, millennials spend a considerable amount of time watching shows but aren’t necessarily the most loyal fans. A staggering 54 percent of them have “show dumped” – that is, quit a show they previously enjoyed – because it became too hard to access. (Compare that with just 17 percent of boomers.)
The survey results support the belief that millennials are consuming the most video content daily (6+ hours, in fact) and are vastly more comfortable with today’s services and products compared to other generations. 91 percent of millennials subscribe to at least one streaming service, and 73 percent have a streaming device in the home.
Results also revealed millennials’ high expectations for entertainment discovery, making it clear that better content and technology are needed across platforms to engage and satisfy this key audience for TV service providers.
These generational results are the U.S. subset of the overall research findings from an online survey of 5,500 pay-TV and OTT subscribers across seven countries worldwide with 2,500 interviews completed in the U.S., and 500 interviews completed in each additional country, including the U.K., France, Germany, China, Japan and India.