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TV remains draw for young

News, 19 November 2015

GLOBAL: The TV set continues to dominate millennials' media consumption, as they not only watch live television for between two and three hours a day but also devote most of their video viewing time to this device.

TV organisations from 14 countries have brought together a range of statistics to mark World Television Day on Saturday 21 November, the focus of which is younger viewers. And while these bodies may measure and report TV consumption in different ways, it seems clear that young people are still watching a lot of TV.

So, for example, in the USA, 18-24 year olds watch an average of 2 hours, 33 minutes of TV a day, rising to 3 hours, 50 minutes for 25-34 year olds. In Canada, 18-34 year olds watch 2 hours, 43 minutes of linear TV daily.

In Europe the figures are similar: in the UK, 16-34 year olds watch 2 hours, 23 minutes of linear TV every day, in Italy, 15-34 year olds watch an average of 2 hours, 33 minutes daily, while in Germany the figure is 2 hours, 21 mins for 18-34 year olds.

And while video services like Netflix and YouTube have become popular, they have yet to displace television in the affections of the younger generation.

TV accounts for 65% of video consumption by 16-24 year olds in the UK, for 74% of that by 14-29 year olds in Germany and for 70% of that by 15-24 year olds in France.

And in the USA, 18-34 year olds spend more time online with ad-supported TV brands (39 minutes) than with Google, AOL, MSN and Yahoo! combined (25 minutes) or with Facebook (23 minutes).

Similarly, a proliferation of devices means television can now be viewed anytime, anywhere, but most millennials are, for now at least, sticking with the traditional TV set.

In the UK, for example, 70% of 16-24 year olds' total video consumption – 65% of which is TV – takes place on a TV set.

Finally, millennials are well disposed towards TV advertising in many territories, with 16-24 year olds in the UK saying they find TV advertising more enjoyable, memorable and humorous than any other media.

Fully 54% enjoy TV advertising, compared to 16% for social media; and 69% say TV advertising makes them laugh, compared to 24% for social, while 73% say TV advertising is memorable, compared to 17% for social media.

In Italy two thirds of 18-34 year olds claim they pay attention to TV advertising and they are also more likely than average to consider it useful.

Data sourced from Thinkbox; additional content by Warc staff