SAN FRANCISCO—A new Samba TV study argues that millennials comprise a crucial demographic for ad-supported streaming services and that the group, which covers over 72 million U.S. adults with more than $2.5 trillion in spending power, are more open to ad-supported video-on-demand (AVOD) streaming services than other generations. 

"Millennials are the generation that grew up on cable and were first to cut the cord, and have revealed themselves to be a core audience on AVOD and FAST platforms," said Samba TV Co-founder and CEO Ashwin Navin. "Their willingness to consume ads when streaming is a unique opportunity for advertisers to reach more than 20% of the US population, with more spending power than retiring baby boomers. By embracing an omniscreen strategy that addresses all the platforms where millennials consume video, advertisers can align their campaigns to connect with this hugely impactful audience."

Key findings from the report include:

• 8 in 10 millennials stream TV shows, with 84% of those streamers using Netflix.
• 73% of millennial parents subscribe to a streaming service for just their kids.
• 68% of millennials have a streaming subscription that shows ads, more than any other generation.
• 21% of millennials with a Netflix subscription signed up for the ad tier, with 68% of this group subscribing to the platform after the lower-cost ad tier was released.
• 68% would be likely to change their streaming subscriptions if a current one released a cheaper version with ads.
• 85% look at a mobile device while watching TV.
• 72% would watch live events on top SVOD and AVOD platforms if they were offered.

The full report is available here. 

This survey was conducted online within the United States from August 22-30, 2023 among 2,507 adults in the United States by HarrisX. The sampling margin of error of this poll is plus or minus 2.0 percentage points.  

While sports viewing continues to draw large audiences, a new Deloitte audience survey indicates that broadcasters and others offering sports programming are going to need to develop new, more immersive ways to approach their sports production and programming.  

More specifically, Deloitte’s inaugural survey “2023 Sports fan insights: The beginning of the immersive sports era” found that the rise of streaming and game-changing generational shifts in viewing habits and tech usage among Gen Zs and millennials mark the beginning of what Deloitte is calling a new era of immersive sports. 

These shifts include data showing that younger viewers prefer the viewing experience on streaming; they are more likely to view games on mobile devices; the importance of social media for these viewers; and their willingness to integrate betting into their sports viewing experiences. 

Those trends confirm other recent research, including a recent Vizrt survey finding that younger viewers are more likely to view sports on mobile devices.

"As we navigate a rapidly evolving digital media landscape, Deloitte’s survey reveals key shifts in sports consumption," explained Jana Arbanas, vice chair, Deloitte LLP, and U.S. telecom, media and entertainment sector leader. "The rise of streaming services, coupled with changing generational behaviors, necessitates a change in how the industry views engagement. Gen Z, in particular, seeks immersive, social experiences both at home and at live events, with a noticeable trend towards multiple devices and platforms. Simultaneously, the integration of sports betting and digital assets like NFTs challenges us to redefine fan engagement. The future of sports will increasingly rely on weaving a seamless tapestry of live, digital, and interactive experiences that resonate across all generations." 

In terms of streaming, the survey found that streaming services have the potential to surpass the experience of watching sports on cable or broadcast TV, with 64% of Gen Z, 71% of millennial, and 52% of Gen X fans saying that they have a better viewing experience when watching a specific sporting event on a specific streaming provider than on cable or broadcast television.

But viewers also expressed frustrations with streaming sports and a desire for a less fragmented, simpler experience, with 70% of Gen Z and 80% of millennial fans saying they’d be willing to pay extra for a streaming service that had all the sports they want to watch in one place.

Other key takeaways of the Deloitte survey include:

• Younger fans are shifting what the ideal sports viewing experience at home means: While 71% of all fans say their favorite type of sports content to watch is live events, this number drops to 58% for Gen Zs and millennials.
• While watching sports at home, 77% of all fans say they have participated in at least one sports-related activity concurrently, whether looking up player statistics, using social media, playing fantasy sports, betting on the game, or watching other games on a separate device.
• More than 90% of Gen Z fans use social media to consume sports content, including game clips and highlights, live events, athlete interviews, and posts from athletes.
• Fans are increasingly integrating betting into their fan behaviors, with approximately 50% of Gen Z and millennials over the age of 21 desiring the option to bet on different aspects of the game in real-time on their mobile device while attending live sporting events.  
• Social interaction plays a crucial role in the sports experience for Gen Z fans. The survey shows that 61% of the time, Gen Z fans are watching live sporting events from home with others. Furthermore, 38% of Gen Z fans said having friends to watch sports with at home would make them more likely to do so. In terms of attending live events in person, 25% of Gen Z fans cited experiencing events with friends or family as the most enjoyable aspect, underscoring the significance of social connections both in-person and online.
• Over 90% of Gen Z sports fans use social media to consume sports content, with their favorite content being game clips and highlights, live events, behind-the-scenes interviews and videos, as well as athletes’ posts.
• When attending a live sporting event in person, 43% of Gen Z fans use their mobile device to post to social media during the game.
• A majority of Gen Z fans follow an athlete online, with 46% of Gen Z fans watching a live sporting event from home as a result of following that athlete online, and another 33% attending a live sporting event in person. 
• Streaming is becoming an increasingly popular way to consume live sports. While traditional channels such as broadcast, satellite and cable still dominate, streaming has emerged as a formidable force. The survey reveals that 30% of all fans (and 46% of millennial fans) have subscribed to subscription video on demand (SVOD) services specifically for watching sports in the past 12 months. When watching sports, fans say that 22% of the time they are watching on a streaming video service, compared to around 60% of the time when their sports viewing occurs on cable or broadcast television.
• Some fans want new features from their SVOD services, such as real-time statistics and analytics, different camera angles, or watching the game from an athlete’s POV.

“The sports industry is undergoing transformative changes and Deloitte’s first survey on this topic highlights the passion and resilience of sports fans of all ages," explained Kat Harwood, principal, Deloitte Consulting LLP, U.S. sports practice. "The concept of immersive sports showcases the personalized experiences available to fans and how they engage with their favorite teams. Deloitte looked at everything from social interaction during games and SVOD habits to sports betting and NFTs to find out what matters most to fans and how organizations can navigate this dynamic environment and create new opportunities for fan engagement.”

The researchers also reported that fans are redefining their sports consumption habits at home by assembling a mix of engagement channels with a noticeable shift among younger generations, the report noted. 

The survey explored fans’ favorite types of sports content and found that while 71% of fans overall preferred live sporting events, a smaller share (58%) of Gen Z and millennial fans shared the same preference. This indicates a wider range of sports content competing for the attention of these younger fans, such as social media videos.

While 74% of the time, fans who watch sporting events from home rely on TVs to watch sports at home, this share drops to around 60% for Gen Z and millennial fans, indicating that younger fans are watching on a range of devices, the report said. 

Many fans are multi-tasking while watching live sports at home, with 77% doing a sports-related activity such as looking up player or team stats, using social media, playing fantasy sports, betting on the game or watching other games on a separate device, the researchers reported. 

Immersive and social elements may appeal to some younger fans and drive more engagement. But the game comes first, with 46% of fans saying they’re more likely to watch a live sporting event from home if they’re a big fan of an athlete or the team participating, and 45% saying they’re more likely to watch from home if the event is important or meaningful, the researchers stressed. 

“Whether a fan is watching at home, in person, or on the go the actual sporting event is going to be mediated, personalized, and shared through a variety of digital channels for a customized experience that meets the needs of each individual fan," Pete Giorgio, principal, Deloitte Consulting LLP, global and U.S. sports practice leader. "That’s immersive sports. Two or three different fans could be watching the same sporting event, but they will have their own personalized sports reality. One might be more interested in stats and analytics. Another might prefer to bet on sports, so they can do it from their laptop or mobile device while they watch the game on another screen. A third person might be co-watching the game with friends from all over the world and playing a prediction game with them.”

With the 2022 FIFA World Cup coming up next month, fans are making their views known on how they plan on watching the world’s largest televised sporting event.

According to a recent survey conducted by Dynata and commissioned by Amdocs of sports fans who plan on watching the month-long event, most (68%) viewers plan to watch the World Cup on live TV. However that number goes down with younger viewers—57% of millennials and 39% of Gen-X plan to stream games and notably, viewers under 40 plan to watch the games on social media channels, with Gen-Z leading this trend (34%) followed by millennials. (32%).

While 82% of fans are confident in their home connectivity to support their World Cup viewing, confidence drops to 60% when it comes to their mobile network. Accessibility is also a concern, with 25% of total respondents stating they don’t have access to all games from their provider

When asked if they would be willing to pay for an unlimited World Cup mobile data package to stream matches at 5G speeds with no delays or loss of connectivity, 48% were interested. As 5G continues to grow, expect to see more service providers having unique "experience packages" beyond a simple blanket of 5G speeds for all offerings—for instance, a connection specifically for special events like the World Cup.

Watchers have a growing desire for more interactive experiences like 360-degree live video of the game (27%), interactive in-game challenges (25%) and AR/VR experiences (25%). Two-thirds (64%) of viewers expressed interest in using the metaverse to be part of a virtual stadium where they could watch sporting events with other fans as if they were there. Gen-Z (44%) and millennials (40%) are the most interested, while a third (35%) of Gen-X respondents were.

“As 5G continues to grow, we expect to see more service providers having unique "experience packages" beyond a simple blanket of 5G speeds for all offerings—for instance, a connection specifically entertainment experiences, the metaverse and more. As experiences become more a la carte, there is a need for a new kind of approach that can be fine-tuned and uniquely tailored to end-users. This will be essential to be a player in a new digital world, including next-generation entertainment experiences made possible by a reliable network.”

The 2022 FIFA World Cup takes place in Qatar, Nov. 20-Dec. 18.

NEW YORK—The coronavirus (COVID-19) has dramatically altered people’s daily lives as well as their viewing habits, as indicated by a new report from TVB, particularly among millennials (ages 18-34).

TVB’s “Broadcast TV Viewership During Coronavirus” looks at TV viewership for seven broadcast networks (ABC, CBS, Fox, NBC, CW, Telemundo and Univision) in 25 LPM markets for the first two weeks of March in 2020—when the coronavirus hit the U.S. in earnest—and compared it to the same time period in 2019. Overall, TVB found that TV viewership has increased in 2020 over the same period in 2019, even as live sports are not available.

Millennials, who are often cited as the age group most often leaving traditional broadcast for streaming options, were big drivers on this surge. Local news programming is among the biggest draws for millennials. Among those aged 18-34, local news airing Monday to Friday at anytime during the first week of March 2020 saw a 52% increase in live viewing compared to 2019, and then the second week was up 83%. The Live+1 viewing numbers were nearly identical—52% for week one, 84% for week two.

The evening news is the most popular time to watch the news for millennials. More than half of the views for all local news came from evening news programs in week one and week two, for live and live+1. The second week of March in 2020 saw a 106% increase in viewership of millennials for evening news in both live and live+1 measurements.

Local broadcast TV news has also garnered the trust of millennial viewers, with 71% saying they trust what they hear on those TV broadcasts; network broadcast news comes in at 61%, cable news channels at 53%. Local TV news also is the most trusted digital source for millennials with 61%, just ahead of national/local newspapers’ digital presence (60%).

More information on the study can be found on TVB’s website.

Facing a generation that’s cutting the cable cord but is glued to its iPhones, the ABC Owned Stations Group is creating a new brand designed to appeal to mobile millennials.

The new brand, dubbed 'Localish,' focuses on hyper-local stories produced by the stations with a national appeal, distributed on digital and social platforms.

Like other traditional media organizations, the ABC stations are looking to remain relevant to younger, digital native consumers.

“Localish is built around the idea of producing content for this mobile-first audience whose interests might be a bit different than what we produce day-to-day,” said Wendy McMahon, president of ABC Owned Stations.

“This is a new venture to create an environment where we can experiment with new kinds of storytelling and new kinds of distribution.”

In addition to being among the top-rated broadcasters in their markets, the eight ABC stations have a big digital presence and massive social footprints. That makes them well equipped to serve what it seems as a demand for local programming and information.

McMahon says that nearly 50% of all Google searches have local intent and there’s been a 900% increase in search inquiries using the words “near me.”

”We believe in the mission of the ABC Owned Television Stations, which is to inform and reflect and to serve our communities.” she said. “We have so many amazing people in each of our communities. These fantastic stories of either hope or things to do with your family and your friends on weekends, that’s every bit as important to our communities on a day to day basis as some of the harder news stories that we produce.”

The first series produced under the Localish brand is More in Common, a series about celebrating unexpected connections between people. The show has been appearing on Facebook Watch’s new news section and attracted more than 9 million video views and 95,000 followers.

With the official launch this week of Localish, three more series are being added:

• Secretly Awesome, which introduces viewers to spots locals love

• My Go-To, which features local influencers bringing viewers into their favorite hangouts

• Worth the Wait, which tells whether the the long lines at the hotspots are really worth it.

“We often say this brand is very much created by for and about millennials. The content is produced in a way that is digital, mobile and video first. There’s an addressable audience of about 63 million people. So there is a real need and intent for this type of content,” says Jennifer Mitchell, senior VP content development, ABC Owned Television Station Group.

ABC did some research and found that millennials feel better about their communities they live in than the world at large. “We are better positioned to serve this need given the deep connections that we have and have had for decades in our local communities,” Mitchell said.

Other shows due to launch in October are based on data that shows that certain categories are interesting to Localish’s target audience. They include Staycation, a travel series, Bite Sized, about food and Pumped, a fitness series.

The content can be found on the the ABC.com website, the network’s iOS and Android apps and its over-the-top platforms including Roku, Apple TV and Amazon Fire TV. It will also be on Facebook Watch, Twitter, YouTube Instagram and syndicated via Oath and Apple News.

“We’re also thinking about a strategic play around over the top, meaning we may be thinking about popping up an OTT channel,” McMahon said.

Localish is looking to have a dual revenue stream. Some distributors, including Facebook Watch are paying for content and negotiations are underway to get fees from other platforms. Localish will also have national and local advertising,with enhanced targeting available on the local front.

“We are in the branded content business,” McMahon added. “That’s an opportunity for a product that wants to be a part of this very advertiser-friendly brand.

The ABC Stations will be promoting the new Localish content in its newscasts and other programming. Promotion and content will also appear on the stations’ digital sites, social handles and apps.

“In addition to being the market leaders in their respective DMAs they’re also a tremendous megaphone,” McMahon said. “Because of the connection that we have with our communities, our audiences trust that when we invite them to participate and be a part of something, we tend to get support there.”

Localish will also be supported by other Disney properties, including ABC’s Good Morning America, World News Tonight, Nightline and the Disney Digital Network.

There will also be paid media supporting the launch, with much of that social platforms.

“We’re talking about holding events in some of our markets and inviting people and businesses that have been featured in some of the content to attend, along with some of the influencers we’re working with as part of these series,” Mitchell added.

NEW YORK—Many U.S. consumers may be cutting back or cutting out their pay-TV subscriptions, but the percentage of customers who remain loyal to their cable, satellite or IPTV service remains strong, according to the findings of new research from GfK MRI.

The research, New Cord Evolution, finds that 71 percent of all U.S. consumers say they subscribe to a pay-TV service, and 97 percent of them say they are not looking to cut the cord.

While younger viewers who grew up with smartphones and tablets are often cited as the demographic group leading the cord-cutting phenomenon, the survey found that 58 percent of 18-to-34-year olds remain loyal pay-TV subscribers.

Those older are even more tied to pay-TV. Sixty-nine percent of those age 35 to 49 subscribe, and 80 percent of people 50 years old and older remain loyal pay-TV customers, it found.

[Read: Cord-Cutting Pace Accelerates As Viewers Seek Premium Programming, Says EMarketer]

“The fact is that pay-TV services still account for most of the TV watching that happens in the U.S.,” said Amy Hunt, VP of TVideo Media Sales at MRI. “Many of their subscribers simply cannot imagine a new way of doing things.”

Top reasons for continuing to subscriber include reliability and comfort. Adults ranging in age from 18 to 64 say their No. 1 reason for continuing to subscribe is they are “used to it,” followed by “convenient to have everything in one place” and “I need it to watch the shows I want to watch.”

Younger viewers between 18 and 34 cite channel surfing and access to live content as their top reasons for continuing to subscribe.

The research also revealed that 55 percent of those loyal to their pay-TV subscriptions are adding other services, such as streaming video. Seventy-six percent of 18-to-34-year-old subscribers are adding new service.

While seven in 10 remain loyal to pay-TV, this group has declined since 2015 when 77 percent of all U.S. adults subscribed. The decline is sharper still among 18-to-34-year-old respondents, with a 9-point decline from 67 percent to 58 percent over the same period.

Hunt cautions “…as younger generations more comfortable with streaming technologies set up households, cable and satellite companies need to find ways to remain attractive and relevant.”

More information is available on the GfK MRI website.

LONDON—The BBC's chairman David Clementi has said the corporation faces a huge challenge with the “smartphone generation."

Speaking at the Voice of the Listener and Viewer spring conference, Clementi said more work has to be done to capture the 16 to 34-year-old audience: “This age group represents our biggest challenge."

“They watch less TV than older people and listen to less radio. They are the smartphone generation and their view of the world is shaped by social media. It is a generation with which we have to work hard to remain relevant.”

[Read: Are Smartphones The Future Of TV News?]

He said of younger viewers: “This is the generation for whom the one thing they can’t afford to lose is their smartphone. Their whole life revolves around it.”

Clementi also warned the Corporation's ability to fund original British content has decreased.

He said that as commercial broadcasters were hit by “dwindling advertising revenues … the volume and breadth of British content that British audiences rely upon is now under real threat."

“It is not limited to drama. It is about home-made content across all genres,” he told the audience, adding that “there are some serious challenges ahead."

ARLINGTON, VA.—Perhaps the biggest challenge facing the TV industry is meeting the rapidly changing preferences of viewers. In fact, research reveals that shifting consumer preference trends are moving even faster than expected. More specifically, there seems to be widening chasm when it comes to consumer preferences on viewing convenience versus quality.

This “quality versus convenience” chasm presents a key strategic question for TV executives—how and where does a company invest when trying to meet the needs of myriad consumer segments with vastly different viewing habits and preferences?

Fig. 1: According to Eagle Hill Consulting’s media survey, the majority of Baby Boomers get their television via traditional multichannel video program distributor while Millennials prefer OTT .

TRADITIONAL VERSUS NEW
To understand the preferences issue at a deeper level, Eagle Hill Consulting surveyed more than 1,000 adults across the U.S. on their TV viewing trends and preferences. Some of what we learned was expected. Some of the findings were surprising.

Let’s look at age.

Already, Millennials have surpassed Baby Boomers as the nation’s largest living generation, with those ages 18-34 numbering 75.4 million in 2015 compared to 74.9 million Baby Boomers (ages 51-69). We found that most Baby Boomers still prefer a “traditional,” quality-focused viewing experience. We also found that Millennials are more likely to value convenience over quality. In fact, convenience is four times more important for viewers 18-34 than for those 55 and older. No surprise, right?

But what happens when you factor in race?

We were surprised to find that when looking across all age groups, nearly twice as many nonwhite respondents (36 percent vs. 20 percent) say they prioritize convenience over quality. That has major implications for TV technology strategy because the nation’s population is becoming increasingly diverse. Pew Research predicts that by mid-century, the United States will have no racial or ethnic majority group. Instead, we will have a “minority majority” with whites making up less than half of the population. For this growing non-white population, a focus on convenience clearly is an important factor as executives develop their technology strategy.

Our research also uncovered that for nearly 90 percent of all respondents, home remains the most popular place to watch TV. Compared to their parents, Millennials are nearly 20 times more likely to watch TV on the go. Millennials are also quite comfortable “cutting the cord,” with more than half (53 percent) reporting they most frequently watch online channels. Just 10 percent of those 55+ say online viewing is their top TV service.

A DELICATE BALANCE
So why does all this matter? Nielsen research indicates that average time per day watching video keeps increasing while traditional TV consumption continues to decrease. That means that companies must make tough decisions on the best technology investments when serving multiple audiences with diverse habits and preferences. Much of the technology investment in recent years has been directed toward the quality side of the equation.

The industry has been moving to Ultra-HD, high dynamic range, wide color gamut, high frame rate, and immersive audio—all serving to increase the quality of content. However, it’s a delicate balance between investments in video quality versus the expense of convenience. We must retain an equal focus on serving viewers where they want to consume content, often in environments where these quality enhancements just don’t matter. Companies that are thoughtful and strategic will find a way to straddle both—making investments that will pay off now and as trends evolve and accelerate.

Here are a few approaches companies can consider as they try to straddle the viewing quality and convenience chasm:

Get nimble and get moving. You don’t need all the answers to act and you don’t have to start with a big bang. No matter where you are today, begin by getting your house in order: examine current workflows. Weed out duplicative processes. Find opportunities to simplify, consolidate and virtualize your infrastructure. Making your operations more efficient means you have more resources to devote to content—and position your organization for growth.

Shift your business model. Still thinking of your organization as a broadcast, online and/or wholesaling business? Truth is, you’re in the content business. Your organizational culture needs to evolve to reflect that. Encourage people to think in new ways, embrace and manage change, ask tough questions and tackle complex problems. How would you build your business today if you were to start from scratch?

Think about how you’re serving segments. Content is no longer a mass-market business. With diverse audiences, growing competition and an abundance of brands, content looks more like a consumer business. As you shape your organization, look to consumer industries for lessons in understanding and building relationships with customers. One possibility: appointing a Chief Segment Officer responsible for analyzing each segment’s needs and helping to craft the kind of viewer experience that delivers both quality and convenience.

Twenty years down the road, there will be new technology disruptors we don’t even anticipate today that will create new chasms. But for today, TV executives can take proactive measures so they aren’t swallowed up by today’s wide gulf on viewers’ convenience and quality preferences.

John McCoskey is Industry Lead Executive-Communications, Media & Technology at Eagle Hill Consulting.

NEW YORK—Researchers have been trying to identify the media/viewing habits of Millennials for some time, but Nielsen is taking a new approach with its “Millennials on Millennials” study. This inaugural report was conducted by a team of Nielsen Millennial associates to offer insight into the media habits of the now largest generational group, one that has grown up in a world of rapidly changing technological advancements. One of its chief findings was that TV is still king, but the traditional TV box is not the only way they watch.

The report indicates that 66 percent of the average weekly minutes of video consumption for those between the ages of 18-34 comes from traditional TV; however, those above the age of 35 spend about 89 percent of their time watching traditional TV. Most of that difference is going to TV connected devices, things like DVD players, VCRs, game consoles and digital streaming devices. These TV-connected devices account for 23 percent of Millennials total video time, compared to older consumers’ 6 percent. The rest of the time for video consumption is split between PC, smartphones and tablets, though none crack the 10 percent mark for Millennials.

Despite the shift toward some non-traditional TV viewing methods, when the report looked into the number of viewers who changed the channel during commercial breaks of a premiere episode of various primetime programs, it was the 35+ crowd that had the more active remote, with 5.5 percent of 35-54 year olds changing the channel and 8 percent of 55 or older; Millennials came in at less than 2 percent. That doesn’t mean they were necessarily paying attention to the commercial though.

The study showed that Millennials’ program engagement and ad memorability were the lowest scores among the age groups, because they were instead engaged with other devices, like their smartphones. Still, most Millennials (79 percent) say they understand that ads are necessary, and close to a majority (46 percent) say ads don’t bother them, more so if the content is free (75 percent).

In addition, as Millennials sources of content go beyond the traditional TV to things like social media, respondents said that social media stars are becoming more synonymous with the idea of “celebrity.”

The full “Millennials on Millennials” report can be found on Nielsen’s website.

The folks from market researcher GfK said this today from NEW YORK—According to GfK MRI’s Survey of the American Consumer, which surveys around 25,000 people in person annually, Millennials (ages 18 to 34) account for 43 percent of the “cordless” population – those who have never had cable, satellite or fiber-optic TV service and those who have “cut the cord.” That is by far the largest generational subsection of the cord-free group. Almost one-third (30 percent) of all U.S. Millennials are cordless, compared to just 16 percent of Boomers.

These untethered Millennials turn to streaming for TV and video, spending two-thirds (65 percent) of their viewing time streaming via a TV set or other device. That is almost double the proportion for cordless Boomers (36 percent), who instead spend the majority (56 percent) of their viewing time watching live TV on a TV set over the airwaves.

GfK MRI also found that, compared to all Millennials, those who have cut the cord are more likely to use some key streaming entities. Their favorites are fairly standard—YouTube, Netflix, Hulu, and Amazon Prime; but they also over-index for smaller entities like Crunchy Roll (241), Twitch (167), and the Adult Swim App (146).

Cordless Millennials place a premium on being independent, preferring to watch TV or video whenever and wherever they want. They are most likely to define “TV” as anything they can watch on any device—a TV, laptop, smartphone, or tablet. And when they sit down to watch TV or video, they are most likely to go to a specific show on a streaming service—with one-third (34 percent) of cord-free Millennials citing this as their default viewing strategy.

GfK MRI’s study also shows that Millennials are hard to reach because they are 44 times more likely to be cord-free than the average US consumer Cordless Millennials also do not use much media except for Internet—they are heavy streamers, heavy binge viewers, but light on overall TV watching.

“One in three Millennials is living without a cord, so understanding this population is a major priority for advertisers and marketers,” said Karen Ramspacher, senior vice president of Consumer Insights & Trends at GfK MRI. “These viewers are huge fans of quality programming and content, but they are not fond of being told where, when and how they should watch it. They view streaming services as well worth the money and producers of the best shows ‘on TV.’ Appealing to this unusual combination of untethered living and discernment about content represents a sweet spot for marketers representing millions of brands worldwide.”

The findings come from GfK MRI’s Cord Evolution research and are based on around 25,000 respondents in GfK MRI’s Survey of the American Consumer.

Also see..
October 14, 2013
“Gen X/Y, Boomers Watching Less Broadcast TV”

CINCINNATI – Raycom Media will begin publishing content from Newsy across its 30-plus owned-and-operated news channel websites.

Newsy is the over-the-top video news service targeting Millennials. It a wholly owned subsidiary of The E.W. Scripps.

“Newsy provides a fresh perspective on the day’s news, with an editorial focus that is very targeted at — and performs well with — millennials,” said Joe Fiveash, vice president of digital for Raycom Media. “We believe that Newsy adds an important layer of national and world news depth to our already robust offerings across Raycom markets. In addition to providing relevant news to our consumers, it provides sought-after video placement opportunities for our advertisers.”

After a successful trial run on the website of its Memphis-based station, WMC Action News 5, Raycom said it sought a larger distribution of Newsy videos across its properties. The agreement secures placement of multiple Newsy videos in the daily video module on each of Raycom’s news channels’ websites. Raycom Media stations cover 13.1 percent of U.S. television households.

E.W. Scripps acquired Newsy for $35 million in December of 2013. Newsy is based in Columbia, Mo., home of the Missouri School of Journalism. It was a five-year-old startup at the time. It generates revenue from advertising on its digital platforms, and selling news and original content to media companies such as AOL/Huffington Post, Microsoft, Mashable and now Raycom; and syndicating its content.