Millennials Are Increasingly Ditching Their TV Sets
Looking for TV drama among millenials then look no further than off screen
In the past few months there has been an increase in the number of young viewers who are without a doubt the most important audience for advertisers, ditching their television sets, new Nielsen figures shows.
There has been a fall which has been witnessed when it comes to traditional TV usage among viewers aged between 18 to 34 years old. Reports indicate that the fall in terms of percentage has been around 4 % ever since 2012. That said there has been a high increase in the number of millennials who are ditching traditional TV sets for smartphones and Netflix between 2013 and 2014 such so that many analyst have been taken by surprised, “The change in behavior is stunning. The use of streaming and smartphones just year-on-year is double-digit increases,” NBC Universal’s audience research chief, Alan Wurtzel, told The Post. “I’ve never seen that kind of change in behavior.”
Also surprised with the new trend was Horizon’s Media chief researcher, Brad Adgate, “Usage is really down in the 18- to 34-year-old demographic this season,” he said.
The steep slide which has been witnessed this season basically means that there has been a drop of 20% in the number of young adults watching TV in primetime as compared to four years ago.
According to Nielsen figures in 2011 the number of young adults who were watching primetime TV stood at 21.7 million. By the end of last month that number had dropped to 17.8 million.
To make it even more bad the median age of the TV audience this year hit 50. That is older than what TV execs have been targeting and banking on which is 18 to 49 years old.
