Our final Chart of the Day this week offers another glimpse of how behaviors can vary between Millennials, Gen X and Baby Boomers – checking up on the battle between online and linear TV among these three key audiences.

Millennials remain at the forefront on online TV consumption, with this trend-setting group spending an average of 1 ¼ hours a day on this activity. That’s 25 minutes longer than their Gen X counterparts, and almost 4x as long as Baby Boomers.

In contrast, it’s Boomers who devote the most time to linear or broadcast TV. While this activity remains at the center of media behaviors among all generations, the age-based splits are nevertheless pretty telling: whereas Boomers clock up over 3 hours per day on linear TV, Millennials are on a lower 2 hours.

Although the decreases have been far from dramatic, it’s also the case that linear TV has been trending downwards among Millennials in recent quarters – another sign that online viewing will continue to become still more prominent within the behaviors of younger groups.

For more insights on these three Generations, clients can download a new infographic on these audiences on PRO Platform, available next week.


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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