nScreenMedia: Almost All of the 19% of Millennials Without Pay TV Have No Interest in Getting It

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New analysis finds that integrating social media with TV critical in engaging the young.

According to new analysis from nScreenMedia, the leading analyst group covering media’s transition to multiscreen consumption models, 19% of millennials do not have pay TV. Just 2% of those say they intend to get it in the next three months. A big part of the problem for operators is that these young viewers have grown up in the interactive world of the Internet and mobile phones. The passive television experience is simply not interesting to them.

In the new free white paper What Millennials Want from TV, nScreenMedia looks at how social media is changing the traditional TV experience. It also offers practical advice to operators on how to go about bringing the social dimension to their TV service.

“For the Internet generation, their opinions are as much a part of the experience as the media they are consuming,” said Colin Dixon, Founder and Chief Analyst of nScreenMedia. “When they look at television they see something fixed and unresponsive. TV Operators and content providers need to bring the audience’s voice more directly into the experience.”

The white paper examines successful online services such as HuffPost Live to understand how they are leveraging the voice of their audience to more directly engage with them. Using a mix of editorial material and social comments, HuffPost Live is now attracting audiences similar in size to the traditional 24 hour cable news channels like CNN and MSNBC.

One of the recommendations of the paper is that operators bring the social conversation to the television itself through a carefully managed service. This is an area of specialization for the white paper sponsor, RelayTV. The company's CEO, Kye Cheung remarked, "Disparate apps result in a disjointed user experience. By integrating social throughout the discovery and watching experience, operators can leverage it to provide immediate monetization avenues such as targeted advertising."

nScreenMedia’s white paper, What Millennials Want from TV, is available immediately for free from the nScreenMedia website.

About nScreenMedia
nScreenMedia is dedicated to tracking the media industry as it transitions from single screen to nScreen delivery. The website, reports and newsletters provide commentary on current events, links to deep analysis of market movements, coverage of the important conferences and shows in our business, interviews and podcasts discussing events of our time. The site is a free resource to the industry.

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Colin Dixon
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