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

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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