Following industry reports that indicate millennials spend 54 per cent of their TV viewing time streaming content rather than watching traditional live programming, the 2016 Millennials at the Gate report from creative advertising agency Anatomy Media looking at the streaming and piracy behaviours of young (18-24) adults, shows two key streaming habits should be of major concern to video publishers.
“Our study looked at young millennial viewing habits. It’s important for publishers to understand the behaviour of this population because this cohort forms the cutting edge of the change that is disrupting their business models,” said Gabriella Mirabelli, CEO, Anatomy. “As this population ages they will not adopt regressive technology, but rather their behaviours will migrate up and down the demographic spectrum. Looking at this group’s behaviours allows video publishers to look into the future in order to strategise and plan how to meet the viewership challenges – and potential revenue loss – they will be facing.”
Key millennial viewership trends highlighted in the study include: