Centris Marketing Science has released some new video viewing data containing two interesting results. Firstly, Millennials (18-34) who don’t subscribe to pay-TV – many of whom may fall into the “cord-never” bucket – appear to be increasingly relying on over-the-air (OTA) options as their main source of TV programming. Secondly, the proportion of young Millennials (18-24) who reported subscribing to Netflix tumbled in Q3 relative to the year-earlier period.
Looking at the first point, the Centris data indicates that 64% of Millennials without pay-TV claimed to use OTA as their primary source of TV programming in Q3, a dramatic rise from just 44% a year earlier. The 18-24 group saw the biggest jump in OTA reliance, from 40% of respondents last year to 69% this year. The older Millennial group (25-34) also appears to be leaning more on OTA, up from 49% of respondents doing so last year to 61% this year. Given declining network ratings and a slow but gradual shift away from traditional TV on the part of youth, it’s surprising to see an added reliance on OTA rather than over-the-top (OTT) options among this group. Read the rest at MarketingCharts.