Despite the popularity and hype around video services such as YouTube and Netflix, TV continues to dominate millennials’ media lives according to research from ACT and egta.
The bodies, which represent the interests of commercial TV in Europe, released their report to mark World Television Day on 21 November and to reveal the relationship with TV of what is perhaps the most valuable current demographic in the industry. indeed the associations believe that the insights drawn from their studies show how much TV millennials now watch, how it is the dominant form of video in their lives, how important the TV set remains, the huge reach of TV, and their attitudes towards TV advertising.
It also showed clear regional differences. In the US, 18-24s watch an average of 2 hours, 33 minutes of TV a day, 25-34s watch an average of 3 hours, 50 minutes a day, rather similar to the UK, Ireland, Italy and Germany, yet in Belgium these figures were almost half the aforementioned.
Looking at online video and subscription video-on-demand services, in Germany three-quarters of 14-29s’ video consumption is accounted for by TV, three times more than that for online video. TV accounted for 70% of viewing in France and 65% in the UK. In the latter country 7% of millennials’ total video consumption was on YouTube and 4% is SVOD services such as Netflix.
Yet even with all of these alternatives, TV is still the world’s most popular medium for every age group. In an average week, TV reaches 89.9% of 16-34s in the UK; 77% of 18-34s in Germany; 64% of 15-34s in France; and 74.6% of 15-34s in Italy.
The research also showed that Millennials were more favourable towards TV advertising than other forms. In particular, those aged 16-24s in the UK said that they found TV advertising more enjoyable, memorable and humorous than any other media. Just over half (54%) said that they enjoy TV advertising, compared with 16% for social media. Nearly three-quarters said that TV advertising was memorable, compared with 17% for social media.