Young people are watching less traditional TV in the home – that much is clear. But data from Nielsen indicates that they haven’t abandoned their interest in linear TV. Instead, in many cases, they’re tuning in away from the home, and providing significant audience lifts across networks and genres.
Indeed, young consumers play an outsized role in out-of-home TV viewing, per Nielsen’s report, which analyzed such viewing during 2017. Gen Z and Millennial consumers collectively accounted for 39% of all out-of-home viewing during the year, compared to 25% of national in-home viewing.
What’s interesting to see from the analysis is that youth’s share of out-of-home viewing rises in key genres that are not traditionally at the core of their viewing. That’s particularly the case for News, which typically has stronger appeal among older generations. Read the rest at MarketingCharts.