TiVo Survey Shows Millennials Embrace Both the Old and the New
Traditional TV Programming Takes the Top Spot as the Most Popular Content, While Delivery Platform Preferences Continue the Shift From Cable and Satellite to Online Streaming
February 20, 2014 --
SAN JOSE, CA -- (Marketwired) -- 02/20/14 -- TiVo Inc. (NASDAQ: TIVO) announced the results of its 2013 Millennial Video Entertainment survey, which found that more than one-third (36 percent) of Millennials' TV viewing time was spent viewing traditional TV content such as TV shows and live sports. However, unlike previous generations, Millennials -- known as 'Generation Y' with birth years ranging from the early 1980s to the early 2000s -- primarily access video from streaming and subscription services, whether they be through individual TV channel apps and web sites, or streaming services such as Amazon Instant Video, Hulu Plus and Netflix.
TiVo's online survey of Millennials and other generations covered a broad swath of video activity that included what they were watching, how they were accessing the video content and whether their video consumption has increased or decreased in the past year. The purpose of the study was to understand the relationship between the kinds of content Millennials view and the platforms and methods they use to experience that content as compared to preceding generations.
"Millennials' video delivery systems of choice may be different from those of previous generations. However, the 2013 TiVo Millennial Video Entertainment survey shows that regardless of how they are consuming video, traditional TV series are Millennials' preferred content of choice rather than full length movies, live events or music videos." said Dr. Jonathan Steuer, Chief Research Officer at TiVo. "The TiVo Roamio is an ideal TV viewing platform to support Millennials' content and viewing preferences as it offers easy access to streaming sites and subscription services, as well as cable and over-the-air TV -- all watchable anywhere via smartphones and tablets."
Not all content is created equal
It is widely reported that video consumption is on the rise, but according to the study there is a sharp year-over-year decline in certain types of video content among all generations. Viewership of full length movies, live events and music videos was reported to be lower by all four generations surveyed. Millennials' consumption of TV shows is, however, on the rise; 14 percent of those surveyed reported a growing appetite for television programs. User-generated content ranked second with an 8 percent lift in viewing among Millennials.
Ready for a replacement
While Millennials' appetite for traditional video content continues to grow, their viewing platform of choice represents a shift away from traditional TV sources. Almost three-quarters (72 percent) of those surveyed report using free online streaming services like Hulu, YouTube and TV network streaming sites, and nearly two-thirds (60 percent) regularly use subscription video-on-demand solutions like Netflix, Amazon Instant Video, Hulu Plus and HBOGo. This demonstrates a large disparity with the other generations, who report utilizing free and subscription services 40% of the time.
To collect data for the 2013 Millennial Video Entertainment survey TiVo conducted an online survey of 3,704 people, ages 13 to 74 years old, between Nov. 26 and Dec.15, 2013. Participants were evenly balanced by gender. 1,598 were Millennials (ages 13-36); Gen X participants totaled 621 (ages 37-48); 1,241 Baby Boomers (ages 49-67); 244 from the Silent Generation (ages 68-74). Additional details about this survey and other TiVo research are available from TiVo Research (http://tivoresearch.com and firstname.lastname@example.org).
About TiVo Inc.
Founded in 1997, TiVo Inc. (NASDAQ: TIVO) developed the first commercially available digital video recorder (DVR). TiVo offers the TiVo service and TiVo DVRs directly to consumers online at www.TiVo.com and through third-party retailers. TiVo also distributes its technology and services through solutions tailored for cable, satellite and broadcasting companies. Since its founding, TiVo has evolved into the ultimate single solution media center by combining its patented DVR technologies and universal cable box capabilities with the ability to aggregate, search, and deliver millions of pieces of broadband, cable, and broadcast content directly to the television. An economical, one-stop-shop for in-home entertainment, TiVo's intuitive functionality and ease of use puts viewers in control by enabling them to effortlessly navigate the best digital entertainment content available through one box, with one remote, and one user interface, delivering the most dynamic user experience on the market today. TiVo also continues to weave itself into the fabric of the media industry by providing interactive advertising solutions and audience research and measurement ratings services to the television industry. More information at: www.TiVo.com. Find us Facebook: http://www.Facebook.com/TiVo. Follow us on Twitter: http://www.Twitter.com/TiVo.
TiVo, the TiVo logo, WishList, Season Pass, and Roamio are trademarks or registered trademarks of TiVo Inc. or its subsidiaries. All other trademarks are the property of their respective owners.
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