Third of millennials watch mostly online video or no broadcast TV

Thirty-four percent of millennials surveyed watch mostly online video or no broadcast television, new research from The New York Times says.

Brian Brett, the Times’ executive director of customer research, is scheduled to present the research at the INMA Audience Summit in Las Vegas Thursday.

The study surveyed more than 4,000 online video users. Among other findings: News sites were more popular than sports for online-video watchers, but they were far less popular than video hosting sites like YouTube.

Users reported spending the most time with funny videos, movie clips, music videos and then news.

When it came to a choice between reading the news or watching a news video, 50 percent said they’d choose the latter if they wanted to be entertained.

And 59 percent said they’ll likely watch pre-roll ads if they know they won’t have to wait long for their content.

Pew also released research about online video use Thursday. It shares some of its findings in … an online video.

The study found that people with higher incomes and educational levels were more likely to watch news videos.

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  • Beverly Payton

    The research methodology may be flawed, but my anecdotal experience–with my millennial son–tells me it’s probably spot on. He doesn’t have cable TV–says he doesn’t need it, consumes all the content he needs online and streams it to his big TV. Almost all of his friends do the same. And any “news” he does consume is more likely to come from the “Colbert Report” than the New York Times.

  • Pipis Paparidis

    No surprise in that…the online streams are almost always ahead of the Broadcast-TV and they are more straight forward!

  • Mark McLaughlin

    This type of research does make TV executives want to scream and I agree that it is biased. However, out there in the world of advertising, big media agencies present big research to big marketers and it confirms that TV advertising campaigns are as strong as they ever were. Then, the CMO goes home to his living room where the big gorgeous TV is with commercial avoidance technologies and hundreds of content choices that do not contain ads. Even more disconcerting, his teenage kids sit on the couch watching videos on their smartphones at the same time that they watch the TV. The industry uses data to convince the CMO that his real life experiences are not really happening. That is why the CMO wants to scream. Does anybody really think that Millennials consume video content the way that the Baby Boomers do? Stop focusing on the flaws in research and start getting out in front of the hard trends that are right in front of your face.

  • M Prushothma Rao

    No one is looking out of the window anymore. That’s because everyone is looking into the screens of their smart mobile devices which bring them more fun and drama and connectivity than they have ever experienced. People are hooked onto the content on their devices, and video sharing has been the single largest reason for the higher bandwidth requirement among mobile data consumers and takes up a significant chunk of their data quota. With more video apps players in the market and better video recording capabilities on mobile devices, uploading and sharing videos have become so easy and convenient that the coming years will continue to see explosive growth in on-line video content.

  • fnjacobs

    I hope everyone reads Jeremy’s comment. So much of the research that we read about online hasn’t been vetted or properly analyzed. Who’s in the sample really matters, especially in this case. These are the kinds of headlines that make TV executives want to scream. And justifiably so.

  • Jeremy Toeman

    so, this STARTS by surveying users who are already watching online video, which means its a very misleading headline… better way to think of this is “1/3 of millennials WHO WATCH A LOT OF ONLINE VIDEO watch no broadcast TV…”

  • davidcayjohnston

    Those are optimistic figures for the news and TV entertainment businesses, based on what my law and graduate business students have told me over the past five years. -I ask about their news, entertainment habits on Day One.

    Video games come out tops. Magazine, what’s that? Movies, hardly ever. A third have never seen ANY of the StarWars movies. Read novels? Are you kidding? And nonfiction — only what is assigned. Funny how the few students who do read a newspaper (universally online) and always have a novel going are often the best students….And at conferences with others who teach I hear roughly the same. If you don’t read, of course, it is hard to write well.

    Now where’s the newest violence-glorifying GTA game???

  • TweepForce

    what about social media usage as second screen — Pew does not give any data on that?

  • Shiggity

    Look into Aereo, it’s broadcast TV on the internet!