Broadcast TV isn’t all that popular among a subset of Millennials, finds the New York Times (NYT) in research reported by Poynter. Among the online video users surveyed, 34% of Millennials (18-34) reported watching mostly online video or no broadcast TV, compared to 20% of Gen X (35-49) respondents and 10% of Boomers (50+). A quibble with coverage of this research, for which headlines have tended to portray the results as applicable to all Millennials: the NYT surveyed online video users, not the broader Millennial population.
That probably doesn’t affect the results too much: new research from Pew suggests that 95% of 18-29-year-old internet users watch online video, and online access is almost ubiquitous in that age group. Nevertheless, it’s reasonable to imagine that online video users (the frequency of viewing is unclear) are more favorable to that medium than the broader population. Read the rest at MarketingCharts.