Shift Seen in How Millennials Watch Video

Jan 23, 2018  •  Post A Comment

A new analysis based on Nielsen data suggests that millennials now watch more television on demand than on traditional time-shifted TV such as DVR, MediaPost reports.

“Although millennials still watch a lot of regular TV — more than two hours a day — much of their alternative TV watching comes with on-demand viewing rather than traditional time-shifted TV,” the story reports. “In the second quarter of 2017, 18- to-24-year-old viewers had 9% less DVR/time-shifted viewing — 11 hours and 7 minutes (11:07) per month — versus the same time period a year earlier, according to Video Advertising Bureau’s analysis of Nielsen data.”

“Those viewers ages 25-34 are watching 8% less at 17 hours/26 minutes, with viewers ages 35-49 down to 23 hours/44 minutes — 6% lower,” the report adds. “At the same time, the VAB notes that viewers 18-24 are watching 35% more ‘video on a computer’ — at 34 hours/15 minutes per month — with viewers 25-34 watching 28% more, at 33 hours/27 minutes.”

The numbers have also gone up for watching “video on a smartphone” — by 61% among viewers 18-24 (to 7 hours, 19 minutes per month), and by 113% among viewers 25-34 (to 6 hours, 11 minutes).

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