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 move around every few years so it would be a huge hassle to have to buy and sell property so frequently.”—Female, 28, IN

Gen Z will spend the most on rent of any generation, but Millennials aren’t far behind. HotPads estimates that 2-20-year-olds will spend $226,000 on rent before they buy a home and 24-38-year-olds will ring in at $202,000. Despite the difference, Gen Z will own their first home one year earlier than Millennials because they’ll have “a stronger job market than [M]illennials”—but, despite the myths, they are buying homes in greater numbers. PS: Los Angeles tops the list of where young demos will spend the most on rent. (Business Insider)

What’s behind board games' popularity today? The NPD Group found that board games grew 8% compared to the toy industry’s overall growth of 8% in the past year and has “no signs of slowing down.” Digital detoxing plays a part, as more Millennial parents worry about their kids’ screen time and seek toys that foster face-to-face relationships. But despite the analog appeal, games are also getting high-tech and the word-of-mouth media they receive propels social media-friendly games like Pie Face to the top of toy charts. (Kidscreen)

Parents still have the most influence over kids today, but online celebrities are also top role models. Mintel research found that 86% of 6-17-year-olds say their parents are among their top role models, 62% say teachers, and 41% say siblings. But the top kind of celebrity that gets added to the category are social media celebrities at 35%, followed closely by musicians and athletes. Only 22% said actors were among their top role models and just 16% said the President. (MediaPost)

Disney has a new beverage to fill your Instagram feed: The Purple Wall Slushie. The Millennial & Gen Z-loved company has had no problem coming up with social media-friendly items, from Baby Groot bread to a viral Beauty and the Beast-inspired tumbler, and now they’ve rolled out a boba and taro beverage at Disney World. The Purple Wall is a famous destination to snap a pic for social media in the Magic Kingdom, and this slushy is made specifically to match up with the wall (and monetize on it). (POPSUGARInsider)

Speaking of Instagrammability, the Space Needle’s new, clear benches are sure to make for a thrilling photo op. The iconic viewing deck for the Seattle skyline has been in the midst of a makeover to create a better (and decidedly more social media-worthy) viewing experience. A metal base and caging has been replaced with a high glass wall from floor to sky, and so-called “skyrisers” will let visitors sit right on the edge of it all—and snap a selfie. (Curbed)

“People have been planning outfits since the start of the year [for prom].”—Male, 15, NC

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