Millennials Ditching TV sets (but not video content)

This is good for PicoP.... portability is extremely valuable to the most important demographic.... then screen size... with PicoP they get BOTH.

@NewYorkPost

So far this season, younger viewers, the most important audience for advertisers, have ditched their TV sets at more than double the rate of previous years, new Nielsen figures show.

Traditional TV usage — which has been falling among viewers ages 18 to 34 at around 4 percent a year since 2012 — tumbled 10.6 percent between September and January.

In the era of smartphones and Netflix, it’s no surprise that traditional TV is losing relevance for younger viewers. But the sudden acceleration is alarming to even the most seasoned analysts.

“The change in behavior is stunning. The use of streaming and smartphones just year-on-year is double-digit increases,” Alan Wurtzel, NBCUniversal’s audience research chief, told The Post. “I’ve never seen that kind of change in behavior.”.......


.........Consumption of video is bigger than ever. Wurtzel’s research shows a year-over-year increase of 22 percent in subscription video viewing in 2014, and a 26 percent rise in “binge viewing.”

From Financial times

Broadcasters fear falling revenue as viewers switch to On-Demand TV

television was “in the midst of a secular shift to on-demand consumption”. That has pushed networks including HBO and CBS to launch their own online offerings.

Live television viewing has fallen 11 per cent among adults aged 35 to 54 since 2010. For those audiences, the transition to on-demand viewing is often an easier behavioural shift than, say, the move from print books to ebooks. Only among the oldest demographic — aged 55 and above — has live television viewing remained relatively unaffected, falling 2 per cent in the past four years.

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).