According to the preliminary results of the second NATPE||Content First and the Consumer Electronics Association (CEA) joint research study on consumers’ attitudes toward television viewing, just 55 percent of millennials use TVs as their primary viewing platform, while streaming devices – laptops, tablets, and smartphones – are poised to dominate their viewing preferences.
The study found that the millennial demographic group – age 13 to 34 – is comfortable using many different sources of TV program content and consequently are significantly more likely to consume full-length TV programs from a streaming source (84 percent streamed in the past six months) than live TV programming at its original air time (54 percent), or recorded content from a DVR (33 percent). In the study, 51 percent consider subscription to Netflix “very valuable,” compared to 42 percent for broadcast channels, and 36 percent for cable subscriptions.
CEA and NATPE commissioned the study, conducted by E-Poll Market Research, to evaluate the TV content distribution landscape, explore the dynamics at play against the background of exploding consumer choices and determine how consumers find TV content and view it across different platforms. The initial findings were released during a panel session held at the 2015 International CES.
Although many viewers of streaming programs say they are watching more TV programs overall, the joint study shows a decline in the amount of time spent watching live television programs during their scheduled air time. This is particularly true of the younger, millennial demographic which has some distinctive, common characteristics, including the regular use of multiple sources of program content.