What Millennials who cut the cord watch instead
Many of them subscribe to top SVOD services, but they're on others too
January 30, 2017
It should come as no surprise that Millennials are cutting the cord more rapidly than other generations.
This is, after all, the group that came of age as YouTube rolled its first cat videos and Netflix ordered the then-revolutionary “House of Cards.”
Millennials understand much better than their elders how many entertainment services are available out there.
The real question for media buyers and planners, then, is not whether these young people are cutting the cord but what they’re doing for entertainment once they’ve snipped.
A new study from market researcher Gfk provides some answers, examining where cordless Millennials go for their TV viewing.
Gfk found that nearly a third of Millennials have cut the cord, some 30 percent. That’s nearly double the number of Baby Boomers, at 16 percent.
In fact, Millennials make up 43 percent of those Americans who lack pay cable service of any kind.
What Millennials watch instead
The really interesting part of the study, though, examined what these people view instead of watching cable.
Some of the answers were what you’d expect. They’re subscribing to Netflix, Amazon Prime and Hulu in big numbers.
Those three have the largest subscriber bases for any streaming video-on-demand services, so their widespread adoption certainly isn’t a surprise.
Another favorite is YouTube, which provides free content. Indeed, many Millennials consider YouTube stars to be just as important and trend-setting as traditional television stars.
But some other places they turn for entertainment aren’t as widely known. Here’s a look at three sites that the Gfk report says are drawing outsized audiences among cordless Millennials.
This site, jointly owned by Otter Media and TV Tokyo, has been around since 2006. It offers anime, Manga and Asian dramas, much of it for free but some that requires a monthly fee. With paid memberships, viewers can stream Crunchy Roll through a variety of over-the-top devices.
This live-streaming service offers programming focused largely on video gaming. The platform has a large amount of esports content, an area that’s seeing a surge of interest among Millennials.
Adult Swim app
Adult Swim is, of course, one of the top TV networks for adults 18-34. Its app offers simulcasting, though it does require authentication of a pay TV subscription, so it’s interesting that it’s so popular among cordless Millennials. They could be borrowing login info from friends or family to watch.
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