News

14 June 2017

Millennial viewing habits

A millennial’s view 

As a future focussed business, we’re always keeping tabs on the trends of the millennial generation, which as 56% of the overall US population, represent a huge consumer base, as well as being nominees for tomorrow’s leaders and key decision makers. Recent research exploring the media consumption habits of over 3,000 U.S. millennials identifies some strong behavioural traits for how they interact with online video content. 

New content is found on social

58% of US millennials find new content via their social networks, either through friends and family or from social media. Whilst it doesn’t come as any great surprise that as sociable beings people have a strong propensity to share their findings, suggestions and critiques of films and TV shows, this informs content providers that peer to peer communication offers a huge opportunity to gain awareness and traction amongst target audiences. By making it simple and quick for viewers to share content and comments using social buttons as well as directly prompting via pop-up messages, content providers can potentially reach much larger friend networks.

Millennials are online viewers

More than two-thirds (71%) of millennials are watching TV via streaming and OTT platforms, compared with 54% watching traditional TV and 35% watching via smartphones and tablet apps. When asked which was their primary way to watch TV, one in every two young people said they watch video content on a desktop or mobile device, demonstrating a strong preference for the flexibility and more personal viewing experience afforded by these device types, as well as more autonomy over the choice and provider of content.

What it is, not where it is, matters

The growth in aggregator platforms such as Netflix, Hulu and Sling, has flipped the viewing experience from the controlled, central programming of satellite and cable channels, to today’s increasingly popular autonomous and flexible experience that puts the viewer firmly in control. As well as sparking a huge rise in the number of new scripts; 455 original series were written in 2016 according to FX Networks, a change in the way that millennials think about how to access content has been ignited. They now think in terms of multiple access points; wherever they can view the content they crave, rather than the more limited sources, or the specific time that their latest show might be aired. This presents a significant challenge for platforms striving to establish themselves in the hearts and minds of consumers, to achieve some level of traction and be regarded and recalled as a reliable and favoured destination.

The Millennium Falcon

We are excited and ready to support the viewing habits of the millennials. No matter where, no matter what, Falcon Media House aim to deliver a better OTT TV experience.

 

Sources: http://anatomymedia.com/portfolio/the-young-the-brandless/