Millennials: Video online is better than tradictional TV

Television has been the king of all media for young people, thus, it has been the most choosen by advertisers and publishers to generate engagement or to launch its products or services. But digital natives are changing the game and their consumption preferences are changing at the same time. According to a study by Nielsen, "Are Young People Watching Less TV?" 2015, people from 18 to 34 years old, in the US market, consume 22½ hours, which means that the average consumption has dropped 47 minutes compared to the previous year.

This data, are important to have a global vision about how new generations change and pull the brands to change as well. That fact is not only taking place in United States, also, in the rest of the countries. This is critical because nowadays, the market is global.

Now, we can talk about, VOD, video on demand and online television. Gen Y prefer to chose the content and chose when they want to see it. In addiction, streaming TV programs and the use of different platforms or Websites to consume or generate new audiovisual content, are rising up each year. This is reflected in how brands are changing their products to adapt them to this new media, the Internet, a great example, is the Smart TV's.

The use of second or third screen is very common in Millennials. When the are seeing a TV program, they have the need to share what is happening in real time. For that reason, a lot of series or TV programs, have generated hashtags around its contents.

So, Are Millennials killing the traditional TV? They do not reject the TV but the prefer to consume the same content in a different format. According to a study by Verizon, a 40% of Millennials prefer online TV than traditional TV. This is a good new to advertisers and publishers because if they plan a good Digital Marketing Plan, they are going to be able to impact a segmented audience and to adapt its content to the user's searches or their preferences.

Source: comScore