Generational Television Viewing Diverges

In a recent article, we covered how appointment television viewing is seemingly a foreign concept to much younger viewers, who are increasingly growing accustomed to on-demand programming and streaming services as a fact of life.

However, it is worth observing that this is only one side of the coin in terms of modern day television.

There is still a large number of people who are eager to tune in to their favorite programming every evening, and who also appreciate live TV.

An April survey from Nielsen revealed that 65% of global respondents “prefer to watch video programming live at its regularly scheduled time,” with 53% also stating that they watch live for the social media participation.

This is a contrast with Deloitte’s April “Digital Democracy Survey,” which said 45% of U.S. residents prefer to watch TV live.

Additionally, in a report this week from the Reuters Institute for the Study of Journalism cited “the enduring strength of TV,” in which television is said to be the “most important source of news in the majority of countries.”

After media coverage of Forrester Research’s January 2015 report “Making Sense Of New Video Consumption Behavior” focused on shock statistics and not necessarily the end result, Forrester Research principal analyst Jim Nail had this to say in his blog:

“Consumer video consumption behaviors are different enough across generations that planners need to break out of past planning routines and account for these different behaviors.”

And that is the gist of TV viewing today. Viewing patterns are simply different for generations like Millennials, Gen X and Baby Boomers. The bottom line is, TV content will continue to be around for the next generation too.

Author: Brian Cameron

Image via Shutterstock.

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