Nineteen Percent of Millennials Living Without Pay TV - Ninety-eight Percent Say They Have No Intention of Getting It

written by: Richard Kastelein

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nscreenmedialogoIn the new free white paper What Millennials Want from TV, Colin Dixon from nScreenMedia looks at the mismatch in expectations between millennials and TV. For the generation reared with a smartphone in almost constant contact with their friends, media consumption is rarely an entirely solo experience. Their opinions are as much a part of the experience as the media they are consuming.

With 19% of millennials living without pay TV and 98% of those saying they have no intention of getting it, operators look to be in for a tough time convincing them otherwise. A big part of the problem is that these young viewers have grown up in the interactive world of the Internet and mobile phones. The passive television experience is simply not interesting to them.

In the new free white paper What Millennials Want from TV, nScreenMedia looks at the mismatch in expectations between millennials and TV. For the generation reared with a smartphone in almost constant contact with their friends, media consumption is rarely an entirely solo experience. Their opinions are as much a part of the experience as the media they are consuming.

For web-native services, tapping into that behavior has provided the keys to success. Using a mix of editorialized “shows” and social comments, HuffPost Live (HPL) has established itself as a key resource for its growing audience.Roy Sekoff, Head of HuffPost Live, says the site has attracted 1.3B views with an average of 22M monthly unique viewers watching for, on average, 18 minutes each.

These results are approaching TV numbers. In 2011, Nielsen Media Research reported the monthly cumulative audience for the top three cable news networks. Though the bar was set somewhat higher than the average viewership reported by HPL (Nielsen only counted people watching for an hour or more in the month), the audience’s size was very close to television. CNN attracted 41.7M unique monthly viewers, Fox News 41M and MSNBC 36.9M.

 

 

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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