When it comes to digital video, millennials are power users of ad-blocking software and are also prone to sharing logins, says a study from Anatomy Media.
The standout finding of the report was that two-thirds of millennials use an ad blocker on a desktop or mobile device — equating to two-thirds of millennial ad revenue not being captured. About 36% block pre-roll ads on short-form videos; and 28% do so for long-form content such as a TV series.This is significant considering that 54% of TV viewing time of those aged 18-34 is spent streaming, with 25% viewed live.
The study, also looked at how they stream: about 61% of millennials who stream content used a shared password or cable log-in. Although some of this usage comes from living in their parents' homes, the activity continues when they move away. And, nearly 70% of millennials use at least one method of piracy — downloading, streaming or on mobile, with 24% believing “that both downloading and streaming piracy are legal”.
