The Mind of the Millennial Video Viewer
The dominant zeitgeist among TV and video professionals is that Millennial video viewers are homogeneous; a single segment best understood as an irreducible whole. As TDG’s research continues to suggest, this view is not only incorrect but dangerous.TDG’s research has proven that Late Millennials (those 18-24 years of age) exhibit behaviors and preferences quite distinct fromEarly Millennials (those 25-34), especially when it comes to video engagement. Each segment prefers to view different types of programs and engage different types of applications on different devices with different frequencies. Importantly, these differences cannot be reduced exclusively to life stage, as each segment’s formative years took place in very different social and technological contexts.
Acknowledging these not-so-subtle differences has to date been difficult for both incumbents and upstarts. In fact, most companies continue to believe Millennials are a monolithic market for which they develop specific products and services, and to which they create and assign specific market messages.
Each year TDG invests significant resources in research designed to better understand the video behaviors of the Millennial generation and the distinct sub-segments that populate it. Generally this research touches on:
- Ownership, use, and connectivity of net-enabled video devices;
- The frequency with which viewers engage specific video types on each device, and whether on-demand or live;
- Subscription to and use of video services delivered via legacy and broadband networks;
- The use of online ‘social TV’ applications; and
- The appeal of new and soon-to-emerge TV and video services.
This is but a short list of the topics TDG studies in our Millennial research. As always, project sponsors and Members guide our research, so inquire today about how TDG can help you master this complicated viewing segment.
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