Young millennials prefer OTT rather than broadcast content: Study

A new study based on the media consumption and content discovery habits of young millennials in the age group of 18-24 years, suggested that OTT (over-the-top) platforms are the most common way for them to consume TV content (71%) wherein one out of two watched entertainment either on desktop or mobile devices (exclusively). Some other findings from the study include:

– 58% of young millennials learn about new programming via friends and family or via social media.
– 65% could match Netflix programs to the Netflix brand which attributed highest brand awareness to Netflix when compared to other OTT platforms.
– Only 31% matched ABC, CBS and NBC programs to their respective brands.
– 20% could link Amazon programs to the Amazon brand and 15% were able to do the same for Hulu.
50% of millennials watch video content exclusively on desktop or mobile devices which means the linear viewership is falling while desktop and mobile viewing is on the rise.

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