Drudge Report: Shock Study, 7 in 10 viewers stream content

It's a world that is being made for Microvision's success!!

BroadcastingCable.com (full article)

Las Vegas, Nev. (January 8, 2015) – While the television continues to provide the best quality picture and viewing experience, the way content is being discovered and consumed is changing dramatically, especially for millennials. According to the preliminary results of the second NATPE||Content First and the Consumer Electronics Association (CEA)® joint research study on consumers’ attitudes toward television viewing, just 55 percent of millennials use TVs as their primary viewing platform, while streaming devices – laptops, tablets, and smartphones – are poised to dominate their viewing preferences....

“Our study confirms that the paradigm for TV content discovery has changed dramatically with increased availability and use of TV content streaming options,” said NATPE President & CEO Rod Perth. “With more than seven in 10 viewers in broadband households having streamed full-length TV programs in the past six months, there are opportunities for networks and content producers to reach and build audiences.”

“While the vast majority of consumers continue to watch television programming on their TV, many consumers, particularly millennials, increasingly are turning to a variety of devices to view their TV content,” said CEA President and CEO Gary Shapiro. “This has profound implications for the way CE manufacturers market their products as they try to reach diverse markets.”

Although many viewers of streaming programs say they are watching more TV programs overall, the joint study shows a decline in the amount of time spent watching live television programs during their scheduled air time. This is particularly true of the younger, millennial demographic which has some distinctive, common characteristics, including the regular use of multiple sources of program content.

Among the study’s findings:

·         Portability is the trend. About half of millennials say they watch TV programming on a laptop, and for 19 percent, it’s their preferred TV viewing screen. Another 28 percent watch television on a tablet and 22 percent on a smartphone. Portability and the ability to watch anywhere is a key benefit in their use of multiple screens due to a greater comfort level with smaller screen sizes compared to older generations.

·         Millennials shifting to devices rather than TVs. While nine in 10 viewers say they watch TV programming on a television set, millennials are significantly less likely to do so (85 percent). In terms of preference, only 55 percent of millennials select a television set as the preferred screen for viewing television content.

The full study and additional findings will be released later this month at the NATPE||Miami conference (January 20-22, 2015).