TORONTO – Despite the popularity and hype around video services such as YouTube and Netflix, television remains the dominant form of video in millennials media lives, says the Television Bureau of Canada (TVB).
To mark World Television Day on Saturday, November 21, TV organisations from around the world combined the latest statistics to reveal how millennials’ relationship with TV looks today. Data from 10 countries – including Canada, the U.S., Australia, Germany, the UK, and France – found that 64% of millennials say watching TV is part of their daily routine, and 65% believe that the TV provides the best viewing experience. The data also shows that millennials are more favourable towards TV advertising than other forms.
While different countries measure and report TV consumption in different ways, below are the Canadian highlights:
– 18-34s in Canada watch 2 hours, 43 minutes of linear TV a day (source: Numeris, Sept. 2014 – Aug. 2015);
– 18-34s in Canada spend 7.6 times more time watching TV each week than they do on YouTube (19 hours vs. 2.5 hours); 17 times more time with TV than with Netflix (1.1 hours); and 3.3 times more with TV than they spend on Facebook, Instagram and Twitter combined (5.2 hours/ 0.4 hours / 0.2 hours respectively) (source: Digital: comScore Media Metrix; Multi-Platform; Sept. 2014 – Aug. 2015);
– In an average week, TV reaches 96.1% of 18-34s in Canada (source: Numeris, Sept. 1 2014 – Aug. 30 2015);
– In Canada, 18-34s say they are most likely to pay attention to advertising on TV than other media: 39% picked TV, compared to 12% for social networks and 2% for mobile. They also chose TV as the form of video advertising they are most likely to watch: 64% for TV compared to 7% for phone, 11% for tablet and 16% for computer (source: Omnivu survey, 2015).
