A new study, reports Adweek, shows that watching content online instead of on TV is the new normal for young millennials and even younger Gen Zers.
According to Adweek, the average survey taker viewed 11.3 hours of free online video (on sites like YouTube) and 10.8 hours of subscription video (on sites like Netflix) for “a staggering total of 22 hours a week”.
By comparison, continued the report, that same survey group—1,350 people between the ages of 13 and 24—viewed an average 8.3 hours of scheduled linear TV content, according to the third annual Acumen Report. And of that, 6.4 hours happened online. While almost everyone surveyed said they watch digital content, a little more than half reported watching TV.
“Whether you’re a marketer or a content creator, the results magnify the growing influence of these millennial consumers and further affirmation that traditional media is falling short with this audience,” said Andy Tu, evp of marketing for Defy Media, an online video production house that commissioned the study.
In addition, 62 percent of all respondents, continued the Adweek report, said they prefer to consume video content digitally. Overall, more young people said they like and relate to content on digital platforms than on TV. A little under 70 percent said they relax by watching digital content, as opposed to 47 percent who relied on television.