MTV’s rebrand is a clear reaction to the viewing preference of younger consumers, and Nielsen’s new numbers show Millennials’ entertainment “rebellion” is only continuing. Millennials 18-34-years-old watch an average of 22 hours of TV a week, compared to the 36 hours a week all adults spend watching. Younger consumers also lead in smartphone viewing, and spend “nearly as much time using digital devices as a whole as they do watching TV.” Our last media tracker has all the details on their competing screen time. (USA Today)
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