Millennial-aged consumers may be getting more attention for their out-of-home mobile viewing habits, but the much-studied 18-34 age group apparently likes kicking back in front of the big screen as well. A new survey by Furious Corp., a business intelligence firm, found that millennials own the most smart TVs, with almost 21 percent having at least one set in their home.
Further turning the image of millennials as highly mobile cord-nevers on its head, the survey found that more than 33 percent of millennials are "very happy" with their cable service and have no plans to cancel their subscription. Meantime, just over 37 percent of Baby Boomers do not have a pay-TV subscription, making them the least likely group in the study to subscribe to cable.
In the meantime, Generation X is caught in the middle -- 11.7 percent have considered canceling their pay-TV subscription in the past six months, the report said. Their chief reason for not doing so: the lack of live sports events streaming online.
For its report, "TV vs. Online: Where do audiences want to watch?" conducted in May 2016, Furious surveyed 466 U.S. consumers over 18 years old and segmented them into Millennial, Gen X or Baby Boomer age groups.
The report shines a bit more light on how various demographics are viewing video, and where that behavior is shifting. It can also provide a little insight into factors like the slowing decline in pay-TV subscriptions: for example, in the first quarter of 2016, mid-sized cable operators in the U.S. dropped more than 30,000 customers, but Tier 1 pay-TV providers like Charter added a total of 89,000 subs.
That in turn might alter the way programmers targeting content, and affect deals being made by other companies -- such as Verizon and Hearst Media's recent purchase of Complex Media, which targets a younger male demographic, and Verizon's minority stake in AwesomenessTV, another youth-oriented online video channel.
Other finding from Furious Corp.'s survey weren't as surprising: for example, Netflix still reigns as the most popular SVOD platform, with 48.2 percent of those surveyed saying they used it the most to watch movies and TV shows. Amazon Prime was the least popular SVOD option, with just 4.3 percent saying they watch it the most. And YouTube was the most-streamed service on mobile devices, with 44.6 percent saying it's their "platform of choice."
For those still considering canceling their cable subscription, the go-to streaming option -- at least for men -- is Hulu Plus; almost 17 percent of respondents said they would choose the service to replace cable programming.
- check out Furious Corp.'s report
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