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18-24s ‘more likely’ to subscribe to online TV

28 August 2013

Young US adults still living in the parental home are more likely to subscribe to an online video service like Netflix or Hulu Plus when they move out than take a «legacy pay-TV» service such as cable or satellite new research claims.

18-24s ‘more likely’ to subscribe to online TV


The Diffusion Group’s (TDG) study into the media behaviour of «late millenial» broadband users aged 18-24 found that 49% living at home with their parents were highly inclined to sign up for an online subscription video service when they moved out. This compared to 31% who said they were highly inclined to sign up for a traditional pay-TV service when they set up their own household. This represents a difference of 58%.

TDG president and principal analyst Michael Greeson said: «While this data can be spun to rationalise a number of arguments, the simplest insight may be the most profound. The very fact that young consumers perceive online video services as somehow more desirable or necessary than incumbent pay-TV services says volumes about the future of video.

Mr Greeson said these trends could change over time if OTT TV services fail to acquire the content these now-young consumers will want as they get older, marry, have children, and climb the career ladder. «In the end, it will still be less about the conduit and more about the content and value the service provides,» he said.

TDG surveyed a random sample of more than 2,000 adult broadband users aged 18-24, half of whom were living at home with their parents.


Теги:Hulu Netflix TDG

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