So IMO, the interesting takeaways in this article are:
1. Contrary to previous hype, millennials do watch TV shows.
2. Ads that air with TV shows work, with these millennials.
3. TV shows are more significantly popular with millennials than YouTube shows.
4. Once again, that 44% figure. Turns out, 44% use cable or OTA broadcast
channels to watch their favorite shows (doesn't say how many actually watch
"live," vs use PVRs with these broadcasts), and therefore 56% use Internet
streaming instead.
What I suspected all along is that TV is doing just fine, thank you very much.
What is more in question is the continued importance of that broadcast channel,
as delivery medium. I'm convinced that the 44% who use broadcast channels, and
especially the fraction of these that are using a PVR, are only doing so out of
momentum. These guys know about using the Internet, so it shouldn't require a
lot of effort to change their habits. A new TV, with Roku built in, for example.
In fact, in college campuses, those with the Xfinity package do just that.
Stream everything. Not such a huge hurdle.
The other thing to point out is that the relatively small percentage of use
associated with each of the different streaming OTT sites used, might be
misleading. Ideally, from a consumer's point of view, you WANT a lot of
streaming options, and you'd expect users to be distributed among these. That's
part of what makes streaming better than one size fits all.
Bert
------------------------------
https://www.tvtechnology.com/news/vab-study-millennial-viewers-attached-to-tv-programming
VAB Study: Millennial Viewers Attached to TV Programming
TV shows drive product purchases
Jon Lafayette10 hours ago
In another attempt to counter the perception that young people are flocking
away from TV, the Video Advertising Bureau released a new study showing that
millennials are emotionally connected to TV programming and buy the products
that are advertised there.
TV advertising revenue has been largely flat as media buyers watch eyeballs,
particularly of young viewers, move to digital platforms and streaming services.
But the VAB found that millennials--those in the 18 to 34 age bracket--say they
are connected to TV shows and their characters. And that emotional attachment
is important because "someone who is highly attached is three times more likely
to engage with the brand," the report said. "They are less price sensitive, go
deeper into the product line and have a higher lifetime value to an advertiser."
The VAB commissioned Research Now to conduct the Program Engagement Survey
fielded online in April 2018 with 1,000 adults surveyed. The respondents skewed
slightly younger than the overall population but their TV consumption was line
with the population.
The survey found that millennials feel a strong bond with TV programming. They
regularly set aside time to watch their favorite programs and prioritize it as
their "me time."
Emotional connection inspires deeper program engagement among millennials, the
report said. Young adult viewers are actively engaged beyond the TV airing -
they share and post video clips, follow actors on social media, read recaps,
and scour the web for behind-the-scenes scoop.
The survey found that the emotional connection viewers have with TV shows
results in pop-culture-inspired activities, with 55% of millennial respondents
using phrases from shows--like "Make It Work"-- in everyday conversations, or
45% following a recipe they saw on TV to make a dish or even 43% dressing up as
a TV character on Halloween.
Importantly, engagement motivates purchase.
The survey found that 43% of millennials said they purchase a product they saw
on a TV show. That's higher than the 40% of all adults that said that.
Similarly, 43% of millennials said the purchases a product they saw while
watching a TV--either in the program or during an ad, compared to 25% of all
adults.
Another 43% of millennials said they've eaten at a restaurant because it or its
chef was featured in a TV show.
The relationship between millennials and ad-supported TV is stronger when it
comes to their favorite programs. The survey found 44% of millennials say they
watch their favorite shows on broadcast or cable, topping Netflix (25%), Hulu,
12%, Amazon Prime (10%) or other streaming (8%).
Millennials don't feel the same immediacy or sense of community around original
YouTube videos as they do for TV, the survey found.
"Millennials are drawn into TV's complex storylines, rich character development
and well - known talent resulting in an unmatched emotional response," the
report said adding that millennials feel a stronger connection with TV
characters and actors than to YouTube.
In the survey 73% of the millennials said "I feel personally connected to the
characters of my favorite TV programs" 73% compared to 47% who felt that way
about their favorite YouTube personality.
Millennials are 19% more likely to purchase a product shown or featured during
ad supported TV than they are a product featured by their favorite YouTube
personality, the study said.
By Jon Lafayette
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