There Be Millennials Among Us

 In Audience Research, Entertainment, Television, TiVo Audience Research

Times have changed. Long gone are the days of typewriters and loud, obnoxious dial-up tones. The pound sign has died, and the hashtag has risen from its ashes. A new wave of bright-eyed young guns is taking the workplace by force. Whether the Millennials are revolutionizing or ruining the world as we know it, I leave that decision up to you.

This new generation of technophiles brings forth many changes to the status quo, with one of those changes being people’s TV-viewing habits. We here at TiVo® have the final results to our Third Annual Millennial Video Entertainment Survey.

Same old stuff

Even though TVs have been around before the Millennials were even born, television is still the number one type of video content consumed. 73 percent of Millennials stick to their good ole network and cable programming. Seems the apple does not fall far from the tree, since roughly 75 percent of TV viewers from GenX, Baby Boomers and the Silent Generation regularly watch TV as well.

With a twist

Millennials take their good ole TV content and watch it their way. 61 percent of Millennials use streaming services such as Netflix, Hulu and Network apps to watch their shows. Compare this to 51 percent of GenX, 39 percent of Boomers, and 26 percent of the Silent Generation who do the same.

Students watching TV on tablet and phone.
Photo credit: iStock.com/sturti

Roots hold strong
Despite the proliferation of streaming services, 79 percent of Millennials who have a paid TV service don’t yet consider cutting the cord a cool thing to do. Millennials may still be creatures of habit, similar to their predecessors, since more than 80 percent of GenX, Baby Boomer and Silent Generation TV viewers hold on tight to their network/cable subscriptions as well.

Additional Findings:

  • Offensive Content:
    • Violence becomes more troublesome with age. Eleven percent of Millennials find violent video content objectionable, while 16 percent of GenX, 17 percent of Baby Boomers, and 25 percent of the Silent Generation were turned off by violence.
    • Swearing is more acceptable to younger cohorts. Strong language bothers four percent of Millennials, nine percent of GenX, and 18 percent of the Silent Generation.
    • Negative stereotypes on TV are far more offensive to the younger generations: 22 percent of Millennials and 20 percent of GenX find stereotypes offensive, while only 14 percent of Baby Boomers and seven percent of the Silent Generation were troubled by stereotypes.
  • Video Games
    • Millennials top every other generation for playing videogames at 59 percent, more than double the amount for either Baby Boomers or the Silent Generation.
    • Difference in content preferences between the generations surfaced most obviously in the frequency of watching other people playing video games on services such as Twitch. An average of 28 percent of Millennials reported using these services, while only eight percent of GenXers did. The other two generations showed negligible interest in watching others play video games.

For more information, check out the full release here!

Featured Image Credit: Express / Stringer

Methodology

To collect data for the 2015 Millennial Video Entertainment survey, TiVo Research conducted an online survey of 3,001 people, ages 13 to 74, during the period of October 19-22, 2015. Participants were evenly balanced by age and gender. 1,345 survey participants were Millennials (ages 13-34); 565 were Gen X (ages 35-49); 995 were Baby Boomers (ages 50-68); and 95 were from the Silent Generation (ages 69-74). Additional details about this survey and other TiVo research activities are available from TiVo Research at info@tivoresearch.com.© 2015 TiVo Inc. All Rights Reserved. TiVo, the TiVo logo, and the TiVo silhouette logo are trademarks or registered trademarks of TiVo Inc. or its subsidiaries worldwide. All other company, product and brand names and trademarks are the property of their respective owners.

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