eMarketer report: Brands must win over millennials through videos online

Millennials are the most active digital video viewers in the U.S., according to a new eMarketer report. This age group spends some 7 hours a day in the Internet through different channels. Social networks and online video platforms are their two most frequent consumption habits in the Internet, the research reveals. eMarketer predicts there will be 77 million millennial digital video viewers in 2015, representing more than 92% of all U.S. millennial internet users. Additional growth of this generaton’s video viewers is expected to remain mostly flat for the foreseeable future, given that video viewing is already near ubiquitous for this age group. eMarketer forecasts that the total audience will increase by 1 million or fewer spectators annually through 2019. Although the eMarketer research intended to analyze the millennial’s behavior, there was no single unifying theme that explains the video habits of this group. “Instead, there is a shifting landscape of video viewing options, fluid boundaries between traditional TV and digital video, and changes in the audiences mindset towards video content, that opt more and more for original content only found in the Internet” the report states.