Traditional TV Views Stable, Millennial SVOD Use Rises
Brian Wensel, Digital Media Director
Traditional linear and pay TV viewing has remained basically stable for the most part with older viewers, but less so with younger ones.
Over the past 12 months, 60% of baby boomers report their traditional TV viewing has remained the same compared to 43% for Millennials, according to research from the R2C Group.
MindReader’s online research platform surveyed 2,000 adults about their past 12-month viewing behaviors for a number of video and media brands.
Subscription video on demand (SVOD) services showed general overall viewing increase. A little more than half of Millennials — 56% — say they had increased SVOD viewing in the past 12 months compared to 22% for baby boomers.
MindReader also calculated SVOD brand affinity for those media brands with top marks going to Netflix (391 score), Amazon (389), Apple TV (382), YouTube (375), Hulu (374), HBO (374), Facebook (357), CBS (348), and NBC (342).
Brand affinity scores were based on attributes including relevance, preference, trust, innovation, excitement, and friendly.
Research also looked at “brand momentum” — rated on a three-point scale of whether a particular service was “gaining ground, staying the same, or losing ground.” Amazon got a 67% score, in gaining ground; Netflix, 62%; YouTube, 54%; Hulu, 44%; HBO, 42%; Apple TV, 40%; Facebook, 30%; CBS, 18%; and NBC, 8%.