By Sahil Patel
Only 55% of millennials use TVs as their primary source for watching video, according to a new study from NATPE and the Consumer Electronics Association, which was conducted by E-Poll Market Research and released at CES in Las Vegas.
The goal of the study was to document how people are discovering, finding, and watching TV content as more and more streaming-capable devices launch in the marketplace, and more and more users adopt them into their daily lives.
Many of the findings in the study echo what you have already heard from other studies, but to rehash:
- Overall, people still prefer the TV screen when watching TV content: Nine in 10 respondents said they watch TV programming on a TV — though the study does not elaborate on how that number breaks down when considering traditional pay-TV versus live and on-demand streaming on connected-TVs.
- Millennials, which this study defines as viewers ages 13–34, are less likely to watch something on TV, and yet 85% of the group responded that they still currently do. As mentioned above, only 55% actually prefer the TV set. Comparatively, about half of millennial respondents said they watch TV programming on a laptop, with 19% preferring it as their primary TV screen.
- 84% of millennials have streamed a full episode of a TV show in the last six months; 54% of the same group have watched a full episode of a TV show live during its original air time.
- In reality, streaming devices are displacing the traditional DVR, especially among millennials, as only 33% claimed to have recorded and then watched a full episode of a TV show using a DVR.
- Millennials love Netflix: Per the study, 51% of this age group consider a subscription to Netflix as “very valuable,” whereas only 42% feel the same way about broadcast channels, and 36% for cable channels.
- Gen X-ers, on the other hand, love VOD and DVRs: Among this age group in the study, 76% said they use their VOD service once or more a week. DVRs are primarily used to avoid commercials, while VOD is preferred for its convenience.
So there you have it: People still love TV, just not always on TV.
NATPE and CEA plan to release more findings from this study later this month, when the annual NATPE conference and marketplace in Miami is underway.
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