Global TV companies to mark World Television Day
To mark World Television Day this Saturday, yes there is one, TV companies from around the globe have commissioned a survey to show the old media giant continues to dominate the media lives of millennials despite the rise of YouTube and Netflix.
Collating data from 14 countries, including the US and UK, its findings showed that television remains the principle form of video, with 16-34 year olds in the UK watching an average of two hours and 23 minutes of linear TV on television per day.
Indeed despite the rise of online streaming services, TV still accounts for 65 per cent of total video consumption of 16-24 year olds, vastly outstripping the likes of YouTube which manages just seven per cent and subscription based video on demand services such as Netflix, which manage just four per cent.
Across the pond in the USA meanwhile 18-34s spend more time online with ad-supported TV brands than with Google, AOL, MSN and Yahoo! combined or with Facebook.
This dominance is reflected in the continued preference for the TV screen over other devices which now proliferate with 70 per cent of all video consumption amongst 16-24 year olds accounted for by viewing a television set.
What’s more the survey found that millennials are also more favourable towards TV than other platforms when it comes to advertising with 54 per cent of 16-24 year olds actually enjoying advertising on the box versus just 16 per cent for social media.
In global terms TV has one of its broadest reaches in the UK, touching 89.9 per cent of all 16-34 year olds, beaten only by Canada where the equivalent reach is 96.1 per cent.