Its recent Exploring Preferences for Personalized Content Consumption Experiences Study, found that millennials (defined as those aged 18-34) clearly lead the pack in consuming streaming content. In contrast, the study shows that only 35% of those over the age of 35 watch time-shifted content, clearly preferring to watch live TV (66%).

Additionally, CTA found that one in four Americans has learned about new content through predictive recommendations made by the content platform - and even more millennials (79%) have actually clicked on/watched content recommended. In general, advertisements (70%) and recommendations (67%) are the top sources for learning about new content.

“[Millennials] are watching [content] when and where they want and, often, at the advice of predictive recommendations,” said Steve Koenig, senior director of market research at CTA. “The influence of artificial intelligence, machine learning and widespread connectivity enables rapid discovery of new content and allows every generation to consume it how they want.”

When it comes to ad-supported content, only 38% of consumers will watch an entire ad without being required, 'all or most of the time'. And when watching an ad is required before their content begins, 57% of consumers say they ignore the ad. For content where ad viewing is not required, 66% will watch only until the ‘skip’ option is available.

Although it's no surprise that required ads are less preferred, among consumers who watch ad-supported content millennials are the only age group that indicates a willingness to share personal information - beyond interests and hobbies.

“As the ad tolerance portion of the study shows, no matter how strongly content appeals to consumers, there are limits on how far they will go to engage,” said Koenig. “Content platforms and advertisers need to understand viewer preferences by leveraging behavioural data to boost impressions and ad effectiveness.”