Millennials Abandoning Traditional TV at Faster Pace

By |


Tablet-tv-watching.jpgRecent Nielsen figures show that younger viewers are abandoning traditional TV usage at more than double the rate of previous years, according to the New York Post. Between just September and January, TV usage fell 10.6 percent among viewers age 18 to 34, and the median age of the traditional TV audience has officially hit 50.

From the New York Post
The biggest TV drama among millennials is playing off screen.

So far this season, younger viewers, the most important audience for advertisers, have ditched their TV sets at more than double the rate of previous years, new Nielsen figures show.

Traditional TV usage -- which has been falling among viewers ages 18 to 34 at around 4 percent a year since 2012 -- tumbled 10.6 percent between September and January.
In the era of smartphones and Netflix, it's no surprise that traditional TV is losing relevance for younger viewers. But the sudden acceleration is alarming to even the most seasoned analysts.

"The change in behavior is stunning. The use of streaming and smartphones just year-on-year is double-digit increases," Alan Wurtzel, NBCUniversal's audience research chief, told The Post. "I've never seen that kind of change in behavior."

Brad Adgate, Horizon Media's chief researcher and often one of the first to spot trouble, was equally surprised at the sudden drop.

"Usage is really down in the 18- to 34-year-old demographic this season," he said.

This season's steep slide means there are almost 20 percent fewer young adults watching their TV sets in primetime than four years ago.

In 2011, 21.7 million young adults tuned in to their TV sets. By the end of last month, that figure had fallen to 17.8 million, according to Nielsen figures.

Adding insult to injury, the median age of the TV audience hit 50 this year. That's older than the 18- to 49-year-old audience that network executives have banked on for decades.

To read the full NY Post article, click here.

Additional Resources
Why I Don't Pay For Cable at HomeTheaterReview.com.
Nielsen to Measure Netflix/Amazon Streaming at HomeTheaterReview.com.


Latest News

Oct 22
TV Sale Event - Ends 10/25 Right now B&H Photo Video, Crutchfield, AudioAdvice are offering some big time savings on many televisions. The Sony MASTER Series...
TV Sale Event - Ends 10/25

Oct 22
Lutron's Alisse Wall Control Provides a Sleek Lighting Control Solution The new controller is designed to work with the brand's HomeWorks lighting and shade control system
Lutron's Alisse Wall Control Provides a Sleek Lighting Control Solution

Oct 22
Next Level Acoustics Introduces New Sonos Arc Mounting Solution The Elite Enclosure has an internal grooved reflector panel that redirects sound from the soundbar's drivers in order to maintain the Atmos effect
Next Level Acoustics Introduces New Sonos Arc Mounting Solution

Oct 21
KEF LS50 Wireless II Speakers Now Support Tidal Connect Tidal Connect enables users to stream music from Tidal directly to the new speakers, in a variety of different formats including MQA
KEF LS50 Wireless II Speakers Now Support Tidal Connect

Oct 21
LG and HDBaseT Collaborate for Outdoor Display The XE4F HDBaseT-enabled outdoor display supports UHD video and is easily installed
LG and HDBaseT Collaborate for Outdoor Display

  • Comment on this article

Post a Comment
comments powered by Disqus