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: “I use cloth diapers, and a lot of my coworkers don't quite understand this. They aren't condescending, per say, but I do think that they judge my less mainstream parenting style. Also, several of my online mommy Facebook groups can be VERY judgy.” –Female, 26, IL

Last spring Gap made headlines by voluntarily raising the company’s minimum wage to $10 an hour and let loose the viral hashtag #LetsDoMore, which has seen 90 million social media impressions to date. The fashion brand has continued to develop its ethical stance via powerful posts on Twitter, Facebook, and Instagram, recently supporting the U.N.’s #HeForShe movement and using social media as an outlet to promote women’s equality in the workplace. Though their “Dress Normal” clothing campaign may be missing the mark, their social media strategy speaks to young women in a way that they can support. (Forbes)

International news outlet Al Jazeera has introduced “Pirate Fishing,” an interactive game that lets players act as journalists investigating an illegal fishing trade. As Millennials shift their focus from traditional news sources, the game intends to bring readers “deeper into the story” for a more immersive experience. Other media outlets are seeing similar value in creating interactive story telling through gaming: BuzzFeed is currently putting together a team dedicated towards game development. (Digiday

The U.S. Navy is looking to mentorship as a way to adapt its highly regimented training routine to fit Millennial work expectations. While Millennials may not want to be friends with their superiors, they want to feel respected and receive constructive feedback, so Gen X commanders have started mirroring parent relationships with students as a way to connect and instill a sense of family values. (Businessweek)

Twilight author Stephanie Meyer and Lionsgate have announced a new project in the works titled “The Storytellers—New Creative Voices of The Twilight Saga”. The series calls for female directors to create short films based on Twilight characters, with the top five being chosen by a panel of talented females that includes Octavia Spencer and Julie Bowen. The final products will be screened on Facebook, hoping to attract new audiences with a social-media-first push. (Vulture)

Moms began ruling social media with the surge in mommy bloggers and online communities, but a recent poll of the demographic shows that social media overload may just be #TMI (too much information). 60% of new moms are considering unplugging completely from social media, and feel pressure to appear to have a perfect life online. When asked to name their turnoffs, Millennial moms named sharing too much and too often, along with too much marketing content on their feeds. (Mediabistro)

Our daily insights article, available to Silver and Gold tier subscribers, illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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