New research from DEFY Media on millennials aged 13-24 shows that 69% think digital delivers the content they want to watch as opposed to a mere 56% for TV.
The study finds that such feelings correlate to actual viewing behaviour too, with millennials watching 11.3 hours of free online video and 10.8 hours of subscription online video weekly – nearly twice the time reported for free online TV offerings from broadcast and cable networks (6.4 hours) or 8.3 for regularly scheduled TV.
The pattern is consistent across a range of issues. For instance, 66% say they turn to digital content to relax, while only 47% turn to TV. 63% state that TV has too many advertisements vs. 41% for the web – and when you break out 13-17 year olds, this figure jumps to 66%.
Digital celebrities carry the prevailing edge over. 63% of all respondents stated they would try a product or brand recommended by a YouTube personality, while only 48% reported that TV and movie star power matters, irrespective of age. In terms of YouTube tastes, 13-17 year-olds are reportedly becoming more exacting, with 46% stated they are more likely to open content that looks professional and polished (the figure jumps to 57% for the 18-24 set).