How Netflix Has a Hold on Millennials, In 4 Stats

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

How dedicated are Millennial viewers to Netflix? These four stats show how devoted they’ve become to the streaming giant…

It’s become increasingly clear as we’ve kept tabs on Millennials’ media behavior and studied their binge-watching ways that, while they might like all streaming platforms to an extent, they’re in a serious relationship with Netflix. The brand has won their eyes and their hearts: Hub Entertainment Research recently asked U.S. consumers what TV sources they would keep if they could only have three, and found that 36% chose Netflix, followed by ABC at 20%, and then CBS at 18%. For 16-24-year-olds, Netflix is “even more indispensable,” with 56% choosing the streaming service as one of their three—almost three times more than their second choice, ABC at 19%. An analysis of the emotional bonds between brands and young consumers by independent agency MBLM found that Netflix was in the top three brands they’re bonded to—right under Disney and Amazon. (Whose love affair with the generation we’ve covered before.)

Here are four stats that illustrate just how strong a hold Netflix has on this influential viewing demographic: 

Almost seven in ten 18-34-year-olds use Netflix to watch video content weekly.

According to our most recent media consumption tracker, seven in ten Millennials say they use Netflix to watch video content weekly. That’s compared to 51% who report watching cable weekly—putting the streaming brand well ahead of traditional entertainment sources. Perhaps even more impressively, 63% of 18-34-year-olds report that they actually pay for an online streaming account (Netflix, Hulu)—and online streaming is the entertainment they spend on and most enjoy. Netflix isn’t just beating out cable, they’re winning the “steaming wars”—at least on home TV sets.


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The Newsfeed

“I’ve been using Apple products for years. Although Samsung technology is probably better, I am so used to Apple that I would probably not switch.”—Female, 18, PA

Major financial institutions are still trying to figure Millennials out, so Prudential conducted a survey to gather some much-needed intel. The Great Recession-era adults are pessimistic about their financial futures: 79% don’t believe that “comfortable retirement” will be a possibility when they’re in their 80s and 70% think “it’s impossible” to save the recommended annual amount to make it possible. Ypulse found that saving for retirement falls behind other, more imminent financial priorities. (MediaPost)

Teens are rallying around the issue of gun control in increasing numbers. A recent survey from Everytown for Gun Safety and Giffords (conducted by Ypulse) found that gun violence prevention is the top issue young people expect the candidate they vote for in 2018 to take a stance on. Six in ten 15-18-year-olds said they’re “’passionate’ about reducing gun violence” and 72% of 15-30-year-olds agreed that politicians who don’t do more to combat gun violence shouldn’t be re-elected. (Mic)

Need proof that the future of STEM is female? Just take a look at children’s drawings. From 1966-1977, researchers asked 5,000 students to draw a scientist, and about 99% of them drew men. Fast forward the same study to 1985-2016, and one-third of children drew a female scientist. But we still have a long way to go to break gender stereotypes: 14-15-year-olds “drew more male than female scientists by an average ratio of 4-to1." (CNN)

Digital consignment store ThredUp wants to open 100 IRL stores. They’re expanding their physical footprint from two to ten stores this year, with more planned for the future. Why are online-only brands increasingly building bricks-and-mortar? (Think: Glossier, Everlane, even ThredUp competitors like The RealReal). Creating experiences with guests from a common check-out up to an in-store event builds “trust” and “awareness.” (Glossy)

Are Instagram and dating apps “crippling” relationships? Psychotherapist Esther Perel thinks so. Ypulse data shows 27% of 18-35-year-olds have used a dating app, 12% use them weekly, and nearly eight in ten use other social media apps weekly or more often. All that time scrolling past potential partners creates a new kind of loneliness: Instead of feeling “socially isolated,” they’re “experiencing a loss of trust and a loss of capital while you are next to the person with whom you’re not supposed to be lonely.” (Recode)

“We should be nice and good to others because we would want the same in return, being rude to someone doesn't make the situation any better.”—Female, 21, MI

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