Younger Viewers Transforming TV Watching, Report Says

By Vlada Gelman

Younger viewers are transforming how, what and where prime-time television is being viewed, according to a new report from Knowledge Networks.

The report found that younger viewers are more likely to use DVRs and watch TV outside the home, with 39% of millennials ages 13-29 reporting that they do so at least once a week compared with only 11% of young baby boomers.

Millennials were also more likely to say they switch around during prime-time commercials or program breaks and watch TV with others in the room.

Meanwhile, the portion of people “typically watching TV” between 8 p.m. and midnight remained relatively close to Knowledge Networks’ 2004 numbers. However, DVR usage increased from 27% in 2004 to 38%, and 48% of viewers now said that “most of the time” they turn on the TV in prime time “with the intent to watch a particular show” compared with 41% in 2004.

“Prime time represents an important block of time when people want to be entertained and informed,” said David Tice, vice president and director of Knowledge Networks’ The Home Technology Monitor, said in a statement. “It is becoming less about the shows' or TV networks' schedules; more and more consumers can find what interests them and watch it when they find time. The more flexibility that media companies offer consumers for watching on their own terms, in their "personal prime time," the more viewing hours they will capture.”