This shouldn’t come as a shock: About half of consumers aged 13-34 say their Netflix subscriptions are very valuable — more than those who said the same about broadcast or cable TV, according to a new study.
About 51% of millennials consider subscription to Netflix “very valuable,” compared with 42% for broadcast channels and 36% for cable TV, according to a study commissioned by NATPE and the Consumer Electronics Association, conducted by E-Poll Market Research. The orgs released initial findings Thursday at the 2015 International CES.
Moreover, the study found that millennials are watching traditional TV less — and only 55% of the demo say TV is their primary video-viewing platform. About half of millennials say they watch TV programming on a laptop; 19% said that’s their preferred TV viewing screen. Another 28% watch TV programming on a tablet, and 22% do so on a smartphone.
In addition, millennials are significantly more likely to watch full-length TV programs from a streaming source: 84% have streamed TV shows in the past six months, whereas just 54% have tuned in to live TV and 33% said they have watched DVR content.
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Older Gen Xers, by contrast, are more likely to uses video-on-demand and DVRs from pay-TV providers. Of those surveyed in this age group who have access to VOD, 76% said they use video-on-demand services at least once per week (similar to their usage of subscription VOD services).
“Our study confirms that the paradigm for TV content discovery has changed dramatically with increased availability and use of TV content streaming options,” NATPE president and CEO Rod Perth said.
The full study is slated to be released at the NATPE conference in Miami, which runs Jan. 20-22.