Wednesday, 25 February 2015

Live TV viewing is falling among 18--34s in the US

"According to Larry Gerbrandt, the habits of ‘millennial’ viewers in the US are causing broadcasters to re-evaluate business models.
The viewing data has been piling up for months, but has turned into a potentially apocalyptic trend line: according to Nielsen viewing data, traditional TV viewing has dropped 10.6% between September and January among the 18-34 demographic so highly coveted by advertisers.
This isn’t a short-term trend either. The drop-off in viewing of traditional TV among these viewers has been going on since 2012 and tracks with the growth of SVoD services such as Netflix and Amazon Prime along with an intense focus on episodic TV series by premium channels HBO, Showtime and Starz."
Note - Larry Gerbrandt works for Media Valuation Partners

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