Millennials Average 3 OTT Subscriptions, 75% Are Active Streamers
How young adults get their video content will influence their lifelong viewing patterns. According to the 10th edition of the Deloitte Digital Democracy Survey, released today, the young are active streamers: Three-quarters of U.S. adults age 26 to 32 who currently pay for a streaming video service average three subscriptions. Additionally, three-quarters of all millennials stream TV shows or movies monthly.
In a sign of things to come, Deloitte found that young people age 14 to 25 value their streaming subscriptions more than they value a pay TV subscription. Young people don't make buying decisions from TV commercials: Of those aged 19 to 25, 71 percent say their buying decisions are influenced by online reviews from strangers, while only 63 percent say they're influenced by TV commercials. For those age 50 and above, TV commercials are far more influential.
Multitasking is huge across the board. Deloitte fond that millennials engage in an average of four additional activities while watching TV. The most common are surfing the web, using social networks, and texting. In all, over 90 percent of people in the U.S. multitask while watching television. However, not even one-quarter of those surveyed said their multitasking activity had anything to do with the program being watched.
The Digital Democracy Survey isn't only about millennials. Among baby boomers (age 50 to 68), Deloitte found that one-third of those who binge watch do so once a week, averaging four episodes in a viewing session.
Deloitte hired an outside research firm to question 2,205 U.S. consumers in November 2015. For more results, download Deloitte's executive summary of its findings (no registration required).
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