SAN JOSE, CA--(Marketwired - Dec 16, 2014) - TiVo Research announced the results of its Second Annual Millennial Video Entertainment Survey, which determined traditional TV programming -- shows developed for linear TV distribution via broadcast or cable -- are Millennials' favorite type of video content. TV shows accounted for 43 percent of Millennials' video viewing, followed by theatrical films at 18 percent with sports and music videos tied for third at 10 percent.
TiVo Research's 2014 online survey, compared Millennials' behaviors to those of other generations and covered a broad range of video activity that included what they were watching, how they were accessing the video content and whether their video consumption has increased or decreased in the past year.
Millennials exhibit a greater propensity for streaming video content, with 68 percent utilizing free streaming sites (such as ABC.com, CBS.com and YouTube) compared to other generations at 43 percent. Sixty-six percent of Millennials reported they typically utilize subscription sites (e.g. Netflix, Amazon Instant Video, HBO Go) with the other generations citing 44 percent usage and only 43 percent of Millennials receive content from an MVPD, a full ten percent below the average of the other generations.
TV Shows Rank #1
Video consumption varies dramatically by generation, but all agree on their top two preferred types of video: TV shows and full-length movies. After that, Millennials watch more music videos and less live sports than other generations. But there is one relatively new category that ranks fifth on the Millennials chart and that barely registers with the other generations: videos of other people playing video games. This phenomenon is so popular entire sites are devoted to this activity including the popular twitch.tv, which was recently acquired by Amazon.
Ch-ch-ch-ch-changes
Despite differences in the types of video watched on television there are consistent trends that cut across every generation. When asked about how their consumption of video has changed versus a year ago, all four generations reported a decline in watching full-length movies and live events (non-sports), while viewing of TV shows and clips of TV shows is on the rise.
Survey Methodology
To collect data for the 2014 Millennial Video Entertainment survey TiVo Research conducted an online survey of 3,009 people, ages 13 to 74 years old, between September 26 and October 1, 2014. Participants were evenly balanced by age and gender. 1,261 were Millennials (ages 13-34); Gen X participants totaled 641 (ages 35-49); 978 Baby Boomers (ages 50-68); 102 from the Silent Generation (ages 69-74). Additional details about this survey and other TiVo research are available from TiVo Research (http://tivoresearch.com and insights@tivoresearch.com).
About TiVo Research and Analytics, Inc.
TiVo Research and Analytics, Inc., a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), is a leading media marketing and analytics software company whose products help advertisers, agencies and television networks improve advertising targeting, accountability and return on media investment within the Automotive, Consumer Packaged Goods, and Pharmaceutical industries, as well as a growing number of client CRM engagements. TiVo Research's web-based Media TRAnalytics® and TV Health Ratings platforms matched the TV advertising households actually receive with the products the same households actually buy, enabling clients to find "The Right Audience®" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. TiVo Research clients include Procter and Gamble, CBS, A&E Television Networks, ION Media, Oscar Mayer, Sunovian and Starcom MediaVest Group. More information at: www.tivoresearch.com.
About TiVo
TiVo Inc. (NASDAQ: TIVO) is a global leader in next-generation television services. TiVo's innovative cloud-based Software-as-a-Service solutions enable viewers to consume content across all screens in and out-of-the home, providing an all-in-one approach for navigating the 'content chaos' by seamlessly combining live, recorded, on-demand and over-the-top television into one intuitive user interface. The TiVo experience provides TV viewers with simple universal search, discovery, viewing and recording from any device, creating the ultimate viewing experience. TiVo products and services are available at retail or through a growing number of pay-TV operators world-wide. TiVo's multiple subsidiary companies provide the broader television industry and consumer electronics manufacturers, cloud-based video discovery and recommendation options, interactive advertising solutions and audience research and measurement services. More information at: www.TiVo.com.
TiVo, the TiVo logo, WishList, Season Pass, Roamio, Media TRAnalytics and The Right Audience are trademarks or registered trademarks of TiVo Inc. or its subsidiaries. All other trademarks are the property of their respective owners.
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