Study: A third of Millennials eschew broadcast
October 11, 2013
Study after study has shown that cord cutting is not yet a big issue for broadcast.
But a new study suggests it could become one in the coming years.
Thirty-four percent of Millennials, those ages 18-34, do not watch broadcast TV and favor online video, according to a new study by The New York Times to be presented at the INMA Audience Summit.
The study found that 20 percent of Generation X does the same, compared to only 10 percent of Baby Boomers.
As these generations age, undoubtedly future ones will be even more dependent on online video.
The study found that, overall, video hosting sites such as YouTube were the most popular providers of online video, with social media second, TV sites third and news sites fourth.
Of note to advertisers: Fifty-nine percent of respondents said they’re likely to watch a pre-roll ad if it includes a timer telling them the ad is relatively short.
After nearly 18 years, it’s time to say good-bye
Yet more evidence native advertising doesn’t work
A new type of cord-cutting: Snipping broadband
Coming, the collapse of radio’s iHeartMedia
Weeklies: Surviving if not thriving in digital age
Tweeter in chief: How Trump could save Twitter
Shows Trump hates are seeing big ad gains
Broadcast vs. cable: How the top shows stack up
A sign that coughs at your cigarette smoke
The word: Time Inc. sale is imminent
Rundown: Which advertisers have jumped from YouTube
Media Life’s Digital Media Transparency Initiative
HBO does hard time with Dwayne Johnson
- Arun Kumar becomes chief data and marketing tech officer at IPG
- Jenny Campbell rises to managing director at 72andSunny
- Adam Crandall becomes director of strategy at mono
- Mark Wildman rises to EVP of partnerships at Westwood One
- Kevin Craig rises to SVP of newspaper relations at AMG/Parade
- Bill Corvalan becomes VP of West Coast partnerships at AllOver Media
- Richard Just becomes editor at The Washington Post Magazine
- Gemma Lawson rises to VP and design director at Nickelodeon
- Ashley Judd joins Epix' 'Berlin Station'
- Former NBC ad sales executive Robert Blackmore dies at age 90
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
Ad sales rep for a digital-only magazine
Freelance media planner/buyer available for all markets
Wanted: Media buyer in Philadelphia
Paid social media planner wanted in Detroit
Opening for a media planner at a top OOH agency