A new report is warning that Millennials may not gravitate to TV viewing as they get older as was once the case.
Group M’s State of Video has been penned by Rob Norman, Global Chief Digital Officer and Adam Smith, Futures Director.
It says that while total video viewing across all formats and devices has likely grown, traditional TV viewing by Millennials, the group born in the 20 years after 1982 has in the UK and United States, fallen by about 4.5 per cent annually. For Generation Z the figure is closer to 9 per cent.
While the authors admit that’s not really news, the calculation that middle-aging GenY and GenX will erode viewing equivalent to about one percentage point a year over the next decade is.
State of video outlines a number of increasing challenges for the TV market including the continuing escalation of rights costs, particularly in sports.
There is also the predictable competition from Netflix and Amazon, but also for pay-TV operators a significant migration away from large bundles to skinnier ones further imperils the economics of the long tail of channels and programmes.
