Recent research from The Diffusion Group (TDG) has indicated that few “late Millennials” (aged 18-24) living at home are highly inclined to subscribe to a pay-TV service once they strike out on their own. Those results were an interesting potential lead indicator of pay-TV penetration trends, particularly given the increasing number of Millennials living at home. Now TDG has released some follow-up data suggesting that these Millennials’ stated intentions may not translate into actual behavior.
The first data set suggested that fully 1 in 4 18-24-year-olds living with their parents were “highly disinclined” to get pay-TV when moving out. But, in its survey of 18-24-year-old broadband users who had moved into a non-college residence, TDG found that only 10.6% said they had never signed up for a cable or satellite service since moving out on their own for the first time. Read the rest at MarketingCharts.