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Youthful TV Viewers Prefer Streaming Content

A quarter of those 35 and under watch all their TV online 9/14/2017 11:00:00 AM Eastern

Yet another new survey of American consumers shows that live TV watching is becoming a thing of the past.

The study, from Adobe Digital Insight, revealed that two-thirds of consumers under 35 regularly use online streaming services, and cord cutting from traditional broadcast and cable TV continues to grow. A quarter of all viewers under 35 watch content exclusively via streaming. Another 30 percent of those under 35 said they expect to stream content exclusively within two years.

The results mirror that of a recent report from the Consumer Technology Association.

Adobe’s survey noted that “binge-watching” is another growing trend, brought on by on-demand services, such as Netflix and Hulu, and driven by the younger generation of consumers. More than 50 percent of consumers between the ages of 13 and 22 said they prefer to binge-watch TV series, while a little more than one-third of consumers over the age of 35 prefer to watch one episode per week. 

Looking at the larger picture (pun intended), TVs are still the preferred device to view content, with more than 75 percent of all respondents preferring a 35-inch or larger TV screen. Gaming consoles and smart TVs are among the most popular devices used among 13-34 year olds. Cable boxes, smart TVs and Blu-ray players are the most popular for 35 and older.

Among viewers over 35, more than 40 percent said they don’t plan to use online streaming services as their only method of watching TV. Online cable, direct TV or satellite were cited as the primary viewing methods for half of the respondents over 35.

The study, Adobe’s “Mobile Trends Refresh, Q2 2017”, takes a deep dive into how consumers are accessing a variety of mobile content, including websites and social media.

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