Teen Television Consumption Drops by Half in 5 Years: Study
Teen Television Consumption Drops by Half in 5 Years:
Study
6:30 AM 8/10/2018 by Natalie Jarvey
Generation Z is embracing digital entertainment at an
unprecedented rate, representing a seismic generational shift in consumption
habits that is radically transforming the media landscape: "There's no
putting the genie back in the bottle."
Teens have long wielded soft influence over Hollywood.
But today's youth is at the center of the biggest shift in consumption habits
that the video industry has seen. The post-millennial cohort known as Gen Z
(anyone between the ages of approximately 8 and 22) is abandoning linear TV at
faster rates than predicted even a few years ago.
Teens are watching 49 percent less traditional television
than they did five years ago, Nielsen revealed July 31 in the latest
installment of its Total Audience Report. But that doesn't mean they aren't
watching TV programming — they're just watching it in a different way. Usage
of
internet-connected devices among teens is at around three hours a
week,
up from around two hours just a year ago.
It's no wonder that Nickelodeon owner Viacom is buying up
digital brands, and Disney CEO Bob Iger — who recently said the disruption of
the pay TV business had a "faster and more profound impact than we ever
expected" — has placed outsized importance on its upcoming family-friendly
streaming service, which is
set to launch in late 2019 and is
being run by longtime marketing chief Ricky Strauss.
"Media companies are losing viewership on the traditional
pay TV side driven by this preference younger people have for watching
digitally," says eMarketer analyst Paul Verna. "There's no putting
that genie back in the bottle."
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