PERSONALIZED EXPERIENCE. With advancements in mobile and home streaming technologies, it's increasingly easier for consu
Millennials and the Mainstreaming of Digital Thanks to emerging technologies, faster and more available connection speeds, and many consumers’ desire to consume content on the move, the way we experience media content continues to evolve.
A GENERATIONAL WHO’S-WHO
Leading the consumer pack, Millennials are a driving force behind shifts in content consumption. Trailing and Leading Millennials are paving the way when it comes to consuming video content when they want, where they want, and on multiple devices.
Trailing Millennials
Leading Millennials
Generation X
Baby Boomers
Matures
Totals
ages 14–25
ages 26–31
ages 32–48
ages 49–67
ages 68+
all ages
PERSONALIZED EXPERIENCE With advancements in mobile and home streaming technologies, it’s increasingly easier for consumers to personalize their viewing experience.
STREAMING
Monthly Television Programming Streamers
To stream or not to stream? It’s not even a question.
74
%
ages 14–25
of streaming service subscribers say it allows them to watch content when they want.
72%
ages 26–31 ages 32–48
69% 60%
ages 49–67
38%
ages 68+
23%
all ages
53%
BINGEING
Admitted Bingers
For Millennials, there is no such thing as too much of a good thing.
ages 14–25
68
%
84%
ages 26–31 ages 32–48
of viewers binge-watch TV. (watching 3+ episodes in one sitting)
83% 74%
ages 49–67
56%
ages 68+
37%
all ages
68%
BRING ON THE DRAMA!* Weekly Bingers*
Top Binge-Watched TV Genres
ages 14–25
42%
ages 26–31 ages 32–48
30% 25%
ages 49–67
54%
Drama
20%
ages 68+
7%
Comedy
29% 26%
all ages
Reality
31%
*Among U.S. consumers who indicate they binge-watch TV
MILLENNIALS’ VIDEO CONSUMPTION Millennials love streaming; that's no secret. They stream anytime and anywhere. But, who knew Trailing Millennials watch more TV shows and movies on smartphones, tablets, and computers than on television?
A STEADY STREAM OF DEVICE CHOICE
Trailing Millennials
(Percentage of time spent watching TV show or movie on their devices)
Leading Millennials
TV
Movies 60%
40%
20%
Smartphone
Tablet
Desktop/Laptop
TV
0%
Smartphone
Tablet
Desktop/Laptop
“M” is for Multitasking
:-)
90
%
6% 4%
of consumers multitask while watching TV.
Only 6% of Trailing and 4% of Leading Millennials say they don’t multitask while watching TV. On average, Millennials do 3 additional activities, typically surfing the web, emailing, texting, or social networking.
Watching What Happens Live
45
%
Overall, only 45% of U.S. consumers’ TV viewing is spent watching live TV. That number is significantly lower for Trailing and Leading Millennials.
Trailing Millennials
28%
Leading Millennials
35%
As Trailing and Leading Millennials blaze new trails in the way media is consumed, we expect the other generations will follow closely behind.
To learn more about these stats and to get more information, visit
www.deloitte.com/us/tmttrends @DeloitteTMT Source: Deloitte Digital Democracy Survey, 9th Edition Copyright © 2015 Deloitte Development LLC. All rights reserved. Member of Deloitte Touche Tohmatsu Limited
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