Media Tracker: How Millennials & Teens’ Viewing Changed This Year

We track 13-34-year-olds’ media consumption habits throughout the year, and today we’re looking back at what shifted in 2016…

In our trend The Post-TV Gen, available to Gold subscribers tomorrow, we found eight in 10 Millennials and teens predict that digital services will eventually replace cable and satellite programming. We’ve watched their Post-TV behavior develop in real time, thanks to our monthly surveys of 1000 13-34-year-olds, which include a quarterly media consumption tracker. This year, cable has lost even more of its grip on these next generation viewers. Throughout 2016 we’ve seen a slow but steady decline in cable / satellite / fiber optic TV consumption of video content weekly by 13-33-year-olds, coasting from 48% in late January to 45% in early September. Netflix, on the other hand has grown significantly, rising from 67% to 72%, becoming the top service being used by Millennials and teens to watch video content, followed by YouTube. In fact, when we asked what networks they watch, Netflix is the top “network” watched monthly for both teens and older Millennials. 

But we’ve also seen the screens that they view this content on shift significantly. As evidenced by our own research, focusing on mobile video consumption is key to reaching young consumers, as TV and its traditional offerings slowly loses its grip on them. When it comes to the devices that 13-33-year-olds use to watch video content weekly, TV-based video content consumption has been flat through the year, and in our September media tracker Topline Report, their smartphone was the number one device that young consumers are watching video content on each week, followed by laptop, and HD TV.

Mobile has definitely taken on a bigger role in young consumers’ weekly video consumption this year. At the beginning of 2016, laptops were the top device for weekly consumption among 13-33-year-olds at 65%, with smartphones coming in second at 55%. But in the September tracker smartphones were chosen by 67% of 13-33-year-olds as a video content consumption device, overtaking laptops at 63%. Currently, those who are viewing content on TV weekly are devoting more concentrated time to that screen, but smartphone and laptop viewing hours are beginning to rival the set: 

Half of those watching on smartphones weekly are watching 1-4 hours of content on the device, and one quarter are watching 5-10 hours on their smallest screen, a significant amount. 

So, is TV as we know it dead? Not yet, but it’s no longer the main source of entertainment for today’s young consumers—we’re reaching the point of the Post-TV Gen. Six in 10 young consumers say, “I don't know what I would do without streaming services” like Netflix, which now captures more teen and Millennial audience power than cable services. The rise of these services over traditional cable has definitely been driven largely by demand for digital video among Millennials and teens. 

Gold subscribers can access the full September media tracker Topline Report referenced in this post here, and our most recent media tracker survey and report here. Click here to contact us if you are interested in gaining access to our media consumption tracker and our other monthly survey data. 

To download the PDF version of this insight article, click here.

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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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