Millennials are eschewing live TV in favor of self-recorded and on-demand content, according to a new study from the Consumer Technology Association (CTA).
Fifty-five percent of respondents in this 18- to 34-year-old age bracket watched time-shifted content vs. the 45 percent who watched live broadcasts. Other findings in CTA’s “Exploring Preferences for Personalized Content Consumption Experiences Study” include:
*Thirty-five percent of those over 35 watched time-shifted content vs. 66 percent who watched live TV.
*One in four respondents learned about new content through predictive recommendations made by the content platform.
*Seventy-nine percent of millennials have clicked on or watched the recommended content.
* The top sources for learning about new content: advertisements (70 percent) and recommendations (67 percent).
*Only 38 percent of consumers who watch ad-supported content will watch an entire ad without being required “all or most of the time.”
*When watching an ad is required before their content begins, 57 percent said they ignore the ad.
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