Adult millennials came of age in a world replete with media options. It is second nature for them to exercise personal choice and program their own media day—even to see themselves as “co-creators” of their media environment, according to a new eMarketer report, “Millennials’ Media Usage: What’s Distinctive, What’s Not and What Matters Most.”
The proliferation of digital video has raised the specter of large-scale “cord-cutting” by millennials. The plausible premise is that millennials get so much video online that they see little incentive to pay for cable or satellite service or for premium channels. However, buzz about this topic has gotten ahead of changes that may someday manifest in actual behavior. Read the rest at eMarketer.