A new study puts a number — a shockingly low one — on how much traditional television is still being viewed by young adults.
Citing the study by entertainment and media research firm SmithGeiger and streaming company Net2TV, Media Life reports: “A mere 18 percent of TV viewing time by adults 18-34 is done through live broadcast or cable TV.”
On the flip side, the study found that 61% of millennials’ viewing time takes place on digital devices such as tablets and smartphones.
“That’s a very high number, considering tablets have only been widely available for five years, and smartphone video quality was spotty up until a few years ago,” Media Life notes.
The report includes an in-depth interview with Seth Geiger, president and co-founder of SmithGeiger, who notes that it has been a surprise how quickly the migration to new devices has taken place.
“The explosion of video consumption on screens, and not just snackable short-form video, but pretty significant degrees of long-form television content being watched across a broad number of platforms, is pretty eye opening,” Geiger said.