CTA: Millennials Watch More Time-Shifted Content, Fewer Ads6 Sep, 2017 By: Erik Gruenwedel
According to new data from the Consumer Technology Association (CTA), millennials (ages 18-34) watch more time-shifted content through self-recording or on-demand (55%) than live TV (45%).
The data underscores millennials’ ongoing support for subscription video services such as Netflix, as well as burgeoning online TV. Indeed, the CTA found that only 35% of those over the age of 35 watch time-shifted content, clearly preferring to watch live TV (66%).
The study — conducted online between April 27 and May 10, 2017, to 2,500 U.S. adult respondents, found that while 25% of Americans learn about new content through software recommendation, 79% of millennials watch recommended content. In general, ads (70%) and recommendations (67%) are the top sources for learning about new content.
“Millennials clearly lead the pack in consuming streaming content — watching it when and where they want and, often, at the advice of predictive recommendations,” Steve Koenig, senior director of market research, CTA, said in a statement.
The trade group also determined that 38% of respondents who watch ad-supported content would watch an entire ad without being required. Yet, 57% of respondents ignore ads when required to watch them. For content where ad viewing is not required, 66% watch only until the “skip” option is available.
The study also found that 67% of respondents don’t mind sharing their viewing habits with websites and apps they access often. Another 64% prefer content networks know their viewing habits so networks can show relevant content recommendations. And 62% prefer networks know their preferences so networks can show them relevant ads.
“No matter how strongly content appeals to consumers, there are limits on how far they will go [watching ads] to engage,” Koenig said. “Content platforms and advertisers need to understand viewer preferences by leveraging behavioral data to boost impressions and ad effectiveness.”