Thursday’s post looks at the popularity of on-demand services among Millennials – drawing on data from our new Audience Report on this group (you can download a free summary here). Millennials  are at the forefront of the move to online content; last month, 63% streamed music and 6 in 10 watched TVoD. What’s more, Millennials spend an impressive average of 1.09 hours per day watching online TV – far higher than any other age group.

When we look at specific services, the success of Netflix in the VoD market is clear – one fifth accessed it last month (twice as many as used rival service Amazon Prime Instant Video). In certain markets, Netflix is in fact wildly popular among Millennials – 60% use it in the USA, as do one third in the UK.

For music streaming, SoundCloud beats Spotify when we examine the global figures for Millennials – although Spotify comes out on top in Europe and North America.

Despite the obvious importance of streaming to Millennials, though, it’s far smaller numbers who say they pay for a VOD or music streaming service monthly – only about a fifth do.


Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

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