Report: 68% of Millennials Have a Streaming Subscription that Shows Ads; 8 in 10 Watch TV Via Streaming
The data also shows that Millennials use a second screen while streaming 85% of the time.
Millennials have a unique relationship with streaming video. Theirs was the generation that saw streamers rise and grow, and their level of comfort with technology assured widespread adoption of streaming platforms by millennials, despite the fact that most of them grew up with cable in their house.
- New data from Samba TV reveals that 81% of millennials watch TV via streaming sources.
- Nearly three in four millennials (68%) watch at least one streaming service with ads.
- Eighty-five percent of millennials use their phone while watching TV, demonstrating the power of the second screen.
How Many Millennials Utilize Streaming Services?
New data released by Samba TV shows just how comfortable millennials have become using streaming services. The figures show that 81% of millennials use streaming to watch TV, and of this segment, 84% have a subscription to Netflix, the world’s largest streaming platform.
The generation that grew up alongside streaming services is passing that legacy to their kids, as well. Samba’s data shows that 73% of millennials subscribe to a streaming service just for their kids, ensuring that the next generation of TV viewers will have an even greater comfort level with streaming platforms than their parents did.
Millennials Embrace Ads, Second Screens
As the price of ad-free streaming rises, millennials are consistently some of the most willing viewers to switch to a less expensive, ad-supported plan instead. A recent survey by MNTN demonstrated that millennials spent nearly twice as much time watching TV via streaming as they did through linear methods like broadcast and cable, so it’s logical that this segment keeps a close eye on its streaming budget.
Samba’s data shows that 68% of millennials are subscribed to at least one streaming platform with ads, whether it be a free ad-supported service like Pluto TV or an ad-supported tier of a subscription streamer like Disney+. That’s the highest percentage of any generation, and 68% of millennials also report being willing to switch to a cheaper ad-supported tier of a streaming service should it become available.
There were a couple of good news nuggets for Netflix in Samba’s numbers, as well. The figures show that 20% of millennials are signed up for Netflix’s ad-supported plan, which has struggled to gain traction since its launch nearly a year ago. The report also says that 72% of millennials would watch live content on streaming platforms if it were offered; Netflix is preparing to stream its first-ever live sports event in November when it hosts the “Netflix Cup” golf tournament.
Finally, Samba’s report shows that 85% of millennials use their phones while watching TV. This presents a big opportunity for advertisers, especially during live sporting events. For example, a report from February showed that food delivery apps saw a jump in installations during the Super Bowl, and advertisers would be wise to bring phone-accessible product advertisements to sports events more often, especially as millennials watch more live sports on TV than any other generation.
Millennials were the first generation to really participate in the transition from cable to streaming. Samba’s data shows that millennials are still highly tech-savvy, as well as cost-conscious as the price of streaming continues to rise with seemingly no end in sight.
Netflix
Netflix is a subscription video streaming service that includes on-demand access to 3,000+ movies, 2,000+ TV Shows, and Netflix Originals like Stranger Things, Squid Game, The Crown, Tiger King, and Bridgerton. They are constantly adding new shows and movies. Some of their Academy Award-winning exclusives include Roma, Marriage Story, Mank, and Ma Rainey’s Black Bottom.