The Media Stream: Millennials Are Device Agnostic

Ikea announced yesterday that it’s going to be selling Internet-connected HDTVs that integrate seamlessly into its furniture products. No more cords, and no more periphery devices — instead the TV is loaded with apps and the DVD/Blu-Ray player is integrated into a TV stand cabinet. TechCrunch gives the Uppleva system bonus points because it treats the TV like what it has become, “a glorified monitor.” We can’t help but agree; TVs are simply one of many devices people can use to access a media stream, whether it comes from a cable, an external device, or the Internet.

Millennials are far less interested in traditional television than previous generations. While the TV is the focus of Boomers’ family rooms, only 28% of Millennials agree that they couldn’t live without TV, according to recent Ypulse research. In fact, half of Millennials say they only watch TV when they’re bored.

But clearly Millennials enjoy entertainment and video. The difference is that they’re device agnostic. In a typical week, Millennials over age 18 most commonly watch TV shows on a TV (66%), but 59% also watch TV shows streamed to their computer and 24% watch on a mobile device.

They don’t care much about the screen, so long as there’s a way for them to watch what they want when they want to watch it. They aren’t going to rapidly ditch TVs in favor of watching shows only on their laptops or tablets, but they are going to expect that the next TV they buy will allow them to watch all their favorite shows wherever they may find them — regardless if that’s on cable, Hulu, Netflix, a broadcast network’s website, or some new app or website that’s yet to be invented.

Moreover, like their computers and phones, their TV sets are going to be multimedia hubs. They’ll expect to be able to stream music from Pandora,…

 
 
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Millennial News Feed

Quote of the Day: It wouldn’t be Thanksgiving without buying something and watching holiday movies.” –Female, 29, CA 

Yesterday news that Budweiser would be dropping their traditional Clydesdales in order to appeal to Millennials made the rounds—but the brand says not so fast. In response to the rumors, Budweiser has released their “drink responsibly” ad featuring the iconic horses “earlier than planned” and tweeted that they “aren’t going anywhere.” But they are giving the campaign a twist that could appeal to young consumers, partnering with LYFT to give holiday partiers safe rides home in Boston with the help of the Clydesdales. (Brand Channel)

The appeal of toy unboxing videos may be a mystery to some, but they’re viewed millions and millions of times on YouTube, and Disney wants a piece of that popularity. In case you’ve missed it, these videos consist of opening up toys and talking about what’s in them. The brand’s Maker Studios has signed five toy unboxing digital stars, including HobbyKidsTV, DisneyCarToys, and ToyReviewToys. However, the most popular unboxing channel, DC Toys Collector, who generated 104 million views last week, was not included. (Recode)

Totino’s is continuing their weird, weird marketing campaign to appeal to young consumers’ absurdist humor. In a follow up to “the oddest pizza ad ever,” the brand has taken a BuzzFeed post called "50 Completely Unexplainable Stock Photos No One Will Ever Use" and turned each one into an off-the-wall bizarre ad. They’ve posted the entire collection on their site with the explanation, “We obviously had no choice but to use them. Poorly.” (Adweek)

What influences teen drinking behavior? Recent research has found that ”close friends” are far more influential than the “broader peer group” when it comes to teen alcohol use. This means the idea of  “everyone thinking that everyone else (in a whole school, say) is drinking a lot” being a reason behind drinking might not hold as much water. (NYMag)

The next-generation is growing up hyper-monitored from the cradle, but it’s possible that the high tech baby monitors that have become more and more common don’t actually offer benefits. Onesies and other items that track babies heartbeats and body metrics might be offering parents “false reassurance,” as they haven’t been proven to work. However, makers of those products say that new parents are buying them not to combat specific health issues but for peace of mind. (Mashable)

The Ypulse Back-To-School Special Report is here! The holidays might be starting, but we know retailers, marketers and brand managers are already planning for next year's big shopping seasons. To deliver a forward looking perspective, we surveyed high school and college students throughout 2014, combed that data for insights, and compiled all of the must-know data into a rich BTS special report. Gold subscribers can access the full report and data in the My Documents section of Ypulse.com. One-off pricing for this report is $1,250, contact us here. (Ypulse)

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