Millennials prefer YouTube to the ‘Boob Tube’ | Online Video | News | Rapid TV News
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Millennials prefer YouTube to regular TV, according to comScore and YouTube’s Preference of Digital Video to Traditional TV report.

comscore youtubeThe report found that those aged 18-34 state a preference for digital video to traditional TV, more routinely binge-watch content than other cohorts and have a high brand receptivity when it comes to advertising.

In terms of time spent, traditional TV still eclipses digital video among millennials. However, when asked to select their one preferred provider for any form of video content, YouTube was the leader among millennials at 35%.

Millennials also preferred YouTube as their video destination of choice versus older viewers across a range of different content types, including movies and even current season TV shows. Contrary to the generally held belief that YouTube and TV sit on opposite ends of the content spectrum, the report found that one in every eight millennials considers YouTube their preferred destination for watching ‘current season TV shows’.

Millennials are heavier than average digital video viewers, and the study suggests that a key component of this is their much higher incidence of binge-viewing behaviour. An astounding 37% of millennials say they binge-watch on a daily basis against just 14% among those aged 35+.

Meanwhile, millennials are often painted as being highly skeptical of brands and less likely to be influenced by brand communications, but this study revealed several insights that ran counter to this conventional wisdom. While it may be the case that they’re more skeptical of broader mass communication from brands, many millennials exhibit a more favourable response to brands that earn their loyalty and are relevant. 62% of millennials indicated they take action after viewing an ad and 47% said they pay more attention when viewing personalised ads.