Study: A third of Millennials eschew broadcast
October 11, 2013
Study after study has shown that cord cutting is not yet a big issue for broadcast.
But a new study suggests it could become one in the coming years.
Thirty-four percent of Millennials, those ages 18-34, do not watch broadcast TV and favor online video, according to a new study by The New York Times to be presented at the INMA Audience Summit.
The study found that 20 percent of Generation X does the same, compared to only 10 percent of Baby Boomers.
As these generations age, undoubtedly future ones will be even more dependent on online video.
The study found that, overall, video hosting sites such as YouTube were the most popular providers of online video, with social media second, TV sites third and news sites fourth.
Of note to advertisers: Fifty-nine percent of respondents said they’re likely to watch a pre-roll ad if it includes a timer telling them the ad is relatively short.
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