TDG: Late Millennial Television Sourcing Differs Dramatically from Other Segments

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New research uncovers a major shift in television content sourcing among Late Millennials versus older consumer segments.

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Late Millennials (18-24 years of age) now spend more of their daily ‘TV time’ watching online sources than broadcast/cable sources.

According to new data from The Diffusion Group (TDG), the balance of sources to which Late Millennials now turn for television content is dramatically different from their older counterparts, especially when it comes to broadcast and cable versus online sources such as Netflix and Hulu Plus.

“It is hardly breaking news that older consumers watch more broadcast and cable programming than do younger consumers, or that younger consumers watch more OTT TV than do older consumers,” said Michael Greeson, co-founder of TDG. “That said, the strength of linearity between age and TV sourcing preferences is striking and is of tremendous import for operators and networks looking to target specific age groups.”

According to TDG, adult broadband users age 55 and older spend 61% of their daily ‘TV time’ watching broadcast/cable programming, but only 4% of this time watching online sources such as Netflix. And the decline of the first and increase of the second are strongly related to the age of the viewer.

In fact, Late Millennials (18-24 years of age) now spend more of their daily ‘TV time’ watching online sources than broadcast/cable sources (33% versus 29% respectively). This is unique to the Late Millennial segment, as even Early Millennials (25-34s) spend significantly more daily ‘TV time’ viewing broadcast/cable than online sources (30% and 23% respectively).

The data above is from TDG’s Video Behavior in the Age of Quantum Video, an extensive analysis of US adult broadband users and their interaction with digital media. This is the third iteration of this annual study. For more information about this project, or any of TDG’s primary research, please contact us at 469-287-8050 or sales (at) tdgresearch (dot) com.

About TDG Research:

TDG provides actionable intelligence on the quantum market shifts impacting consumer technology and media behavior. Since 2004, our market research and advisory services have helped technology vendors, media companies, and service providers understand how consumers access, navigate, distribute, and consume broadband media -- whenever and wherever they may be. For more information, visit our website at

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Wendy Stockard
TDG Research
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