Sponsorship to Rise to Reach Millennials

By on Jul, 12 2016 with Comments 0

TabletsStreaming video viewing continues to gain over live television, at least in the UK. Ofcom research shows traditional live viewing has dropped by a quarter among 16 to 24-year-olds.

Of the video and television content viewed by millennials, just one-third is live, reports MediaPost.

Millennials are driving up viewing for streaming services like Netflix and Hulu; they watch some 36% of their television content on an actual TV set, compared to 83% for those age 65 and up.

That means millennials in the UK watch 20% of their content using paid, on-demand services, 13% to free on-demand content and 14% watching video clips on services like YouTube, reports MediaPost.

However millennials have not totally abandoned the TV set, but rather they are supplementing that viewing with watching a program on a device with a smaller screen, depending on the setting and other factors. The programs they’re watching on-demand don’t have advertising breaks so the impact on advertising to millennials means companies need to consider product placement within programs and show sponsorship, according to the report.

About The Author: Leslie Stimson has been a reporter for 35+ years, starting in radio news. She’s spent the last 20 years reporting for radio trades.

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