Millennials still watch more TV content than anything else | Broadcast | News | Rapid TV News
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While much has been made about millennials’ new media consumption habits, more adults aged 18-34 in the US watch TV now than they did at the start of the millennium.

millennialsAccording to a study from the Video Advertising Bureau, branded TV content, accessed across screens, remains at the centre of this group’s universe. More millennials continue to watch video on TV, where the vast majority of video consumption takes place, than any other device.

The results dovetail with similar results among Mexican millennials. Even when they take to the Web, millennials spend more time with TV brands online than with any other site across a wide variety of Internet genres. During any given minute, many more millennials are consuming TV content than are checking Facebook, listening to Pandora or watching videos on YouTube. As a result, millennial-focused TV programmes deliver higher audiences and greater engagement than the most popular personality-driven YouTube channels.

Further, the report found that TV continually creates moments that transcend the viewing experience and generates enormous social buzz.