Our midweek chart previews more data from GWI’s new Millennials Audience Report (download a free summary here) to examine the changing ways in which this group consumes television content.
Currently, linear or broadcast television remains at the center of their media behaviors – it captures more time than any other activity and still commands their attention for almost two hours a day.
Nevertheless, look at the year-on-year patterns here and it’s clear that linear TV has a battle on its hands. Although it’s always going to remain hugely important to this audience, it’s been on a very gentle downward trend since 2012. Conversely, time spent on online TV has been trending upwards and now grabs an average of more than an hour each day.
In today’s media landscape, it’s of course questionable whether we should be maintaining a distinction between linear vs online, especially as streaming devices, mirroring and OTT services such as Netflix blur the lines between the two genres. Even so, it’s still fair to assert that online viewing in all its forms is becoming more and more important to this trend-setting audience.
For more insights on Millennials, clients can download the full version of our new audience report here.