Thursday’s post looks at the popularity of on-demand services among Millennials – drawing on data from our new Audience Report on this group (you can download a free summary here).
Millennials are at the forefront of the move to online content; last month, 63% streamed music and 6 in 10 watched TVoD. What’s more, Millennials spend an impressive average of 1.09 hours per day watching online TV – far higher than any other age group.
When we look at specific services, the success of Netflix in the VoD market is clear – one fifth accessed it last month (twice as many as used rival service Amazon Prime Instant Video). In certain markets, Netflix is in fact wildly popular among Millennials – 60% use it in the USA, as do one third in the UK.
For music streaming, SoundCloud beats Spotify when we examine the global figures for Millennials – although Spotify comes out on top in Europe and North America.
Despite the obvious importance of streaming to Millennials, though, it’s far smaller numbers who say they pay for a VOD or music streaming service monthly – only about a fifth do.