Even when I was a kid, tuna noodle casserole was a bit outdated, a relic of the 1950's when recipes on the side of a soup can were considered cuisine. But if your TV plan is heavily reliant on linear TV, it's a lot like that casserole: not appealing to younger viewers whose tastes are more diverse.
I certainly read a lot about how Millennials are leading the growth of streamed TV viewing, and I've seen the occasional stat to back it up. It certainly makes sense. But I decided to dig into Forrester's Consumers & Technographics data to flesh out the picture in this report which was just published: Making Sense of New Video Consumption Behavior.
No surprise, the numbers support the generally accepted wisdom of Millennials being the ones most eagerly adopting new ways to view favorite shows: 34% of Millennials (ie, 18 - 34 year olds) report watching four hours or more of TV online weekly versus only 12% of Gen Xer's (age 35 - 48) and Younger Boomers (age 49 - 58). Not that Millennials have totally abandoned linear: 55% still watch 4+ hours weekly compared to 73% of the older segments. But clearly, their video diet is more diverse.
The report also confirms that clips and short form content are more popular on mobile devices than full-lengths shows.
So now we've confirmed what people have suspected all along...Read more