Millennials consume live TV only 30% of their time

SymphonyAM published the results of their mid-Fall television season monitoring, which revealed that millennials only watch live TV 30% of their time. An additional 30% they use other platforms, such as OTT, VOD and DVR. Based on demographic and programming segmentation, TV networks with programs for young adults, such as FOX and CW, saw that most viewing time took place on platforms other than traditional TV. Nearly a quarter of all the time millennials spend viewing content takes place on OTTs. CBS viewers, on the other hand, had the highest live and DVR viewing, and FOX viewers prefer VOD. “With a growing number of viewers using new platforms to access our programming, it’s key to our success that we understand new consumption behaviors” said Colleen Fahey Rush, EVP and Chief Research Officer of Viacom Media Networks. “SymphonyAM’s ability to provide detailed insights into how viewers are consuming media on a program and episode basis, beyond the traditional industry currency, is giving us valuable insights into not only where the market is today, but where it is heading.”A great deal of the change in TV consumption habits is due to the emergence of DVR, Roku, VOD, Hulu and Netflix. Hulu is the most popular platform for millennials, after DVR and live TV.”Consumer behavior shifted significantly during the 2015 Fall season. Armed with this data, networks and advertisers can now engage consumers in novel ways” said Charles Buchwalter, President and CEO at SymphonyAM.