SRG Chart of the Week: New millennial households poised to drive change in media market

INDEPENDENT MILLENNIAL households – young singles and couples with no kids who have formed their first households – represent an important battleground for TV, SVOD and gaming industries. The size of this segment is smaller compared to Families with Kids or Empty Nester segments but still represents some 2.3 million households in Canada, roughly equivalent to the number of households in the province of British Columbia, according to Solutions Research Group estimates. The snapshot below was taken post-lockdown, in July 2020, and shows at least five types of subscription-based services (Prime Video being a subset of Prime subscription) each in...