Kelly Scott Madison

Millennials and TV: What's really going on?



Newly released data throws water in the face of some common perceptions about this age group’s relationship with TV

Our world has changed because of technology and no U.S. demographic has been immune to evolving cross-platform media habits over the last six or seven years. As online and offline media outlets continue to merge and digital access becomes easier and more cost-effective with connected devices, we expect our lives to be increasingly facilitated by the internet. Whether it be entertainment or information, accessed on-the-go or at home, consumers are able to acquire internet-based treasure troves on their own schedules.

This anytime, anywhere access platform was once solely the playground of those who were technologically adept. With the exception of this niche, digital adoption was swifter among younger age segments who had the time, energy, and wherewithal to find entertainment sources in an initially clunky but largely free environment. As traditional media establishments dipped their toes in the digital space, offering a free user experience was the obvious way to encourage usage, and millennials in particular came of age expecting digital content at little to no cost.

With major digital hubs now advancing monetization efforts and pay-to-play digital access becoming the norm, all eyes are on millennials as they act the part of the “crystal ball” generation, guiding the ad industry toward the tipping point in the future of linear versus online usage. Because this generation has so many options at their fingertips, it is thought that...

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