Digital
Transformation
Festival


16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
6 Apr 09:00 GMT / 05:00 EST

Reimagining women’s sport…what do we need to do to change the game?

FEATURING
Tom Corbett
Group Head of Sponsorships and Media at Barclays
Eniola Aluko
Sporting Director at Aston Villa W.F.C
Gabi Mostert
Creative Director at Iris
Rebecca Stewart
Senior Reporter at The Drum

Streaming video services surpassing cable TV subscriptions among millennials

Streaming tv

Cable subscription services are falling behind the number of US internet users, with 57% of millennials using a cable service in their home.

According to a May 2017 from Fluent LLC reported in eMarketer, 67% of US internet users watch or have access to a streaming service, while just 61% have cable in their homes.

The study found that millennials tend to use streaming services at a higher rate than their older counterparts with (77%) of millennials saying they have access to a streaming service and almost two-thirds (65%) of nonmillennials.

Netflix is preferred among both millennials and those ages 35 and older while six in ten millennials (61%) surveyed have access to the subscription video-on-demand (SVOD) service, compared with 45% of nonmillennials. Amazon Prime Video was the one streaming service subscribed to by both age groups at the same rate—16% of respondents. Most of the other streaming platforms examined in the survey had a higher penetration rate among younger internet users.

Low cost was the top factor that persuaded respondents to pay for streaming content. More than one-third (34%) of respondents chose that as a reason for signing up for a streaming video service.

Nearly three in ten millennials (29%) said they signed on to a service because it gave them the convenience of watching content on any device, while about two in ten (21%) non-millennials said the same.

With its growing appeal, original content had a strong pull for one-fifth (18%) of all respondents while syndicated content was much less of a draw, named by just 7% of internet users as a reason for joining a streaming platform.

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