New study from REVOLT shows that linear TV still matters to millennials
There's an assumption that younger generations don't watch linear television, don't want to pay for it and have attention spans the length of a Vine. A new study from REVOLT Sean Combs cable music network that lunched in 2013 found that 62 per cent of millennials prefer to actually watch TV on TV. Additionally, one in three millennials even Snapchat content they're watching on their traditional TVs.
We interviewed Jake Katz, REVOLT's VP Audience Insights and Strategy about the new research.
Found Remote: What insights did you find?
Jake Katz: In REVOLT’s Code of Content study, we found that despite industry sentiment that new media is cannibalizing “old’, in fact social is an amplification of traditional if brands can connect the dots between what consumers are doing across platforms.
FR: Why are they important for social TV?
JK: Our research shows that consumers expect what they are seeing on TV to be as relevant as what’s making headlines in their news feeds in social. This emerging cultural expectation is sort of the chicken or egg scenario, where buzz surrounding the evolving narrative of hit shows as they play out in real time – such as Game of Thrones or House of Cards – now has consumers expecting live TV to move at the speed of social media.
FR: Anything else?
JK: In 1964, Marshall McLuhan said that “the medium is the message”, meaning where your content shows up influences how that message is received by the consumer. The future of social TV will be rooted in a deeper understanding of what consumers get out of the growing number of screens and platforms in their media landscape, and how publishers can add value by playing within the rules of these spaces.
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