It is unlikely that anyone reading this post needs to be told that the TV consumption habits of Millennials are dramatically different. A recent study by VideoPulse underscored the fact that their approach is so different that traditional measurement tools don’t even begin to quantify what they are up to. According to that study , “25 percent of viewing among Millennials is on DVRs and over-the-top services and happens outside the Live+7 window, not measured by Nielsen.”
Whatever the numbers may be, this should come as some relief because it belies the idea that the Millennial generation does not watch TV. It exposes a new wrinkle to the topic we wrote about last month when we talked about what programmers need to do to extend their audience. This data suggests that in order to appeal to Millennials, programmers need to get more creative not only in terms of the content they provide, but also in how they deliver it. If we think Millennials will ever come around to accept large monthly cable bills while sitting in front of a massive screen in the living room, we are not paying attention to the evidence.
Read the rest of the blog on TV Technology