Study: Millennials’ Entertainment Consumption

When it comes to Millennials’ consumption of digital entertainment, is too much ever enough? To find out, MFour did a quick-hit survey of 1,000 U.S. consumers, ages 18 to 36. Here are some of the key findings:

Streaming is King

  • Streamed programming is the most frequent viewing choice for 58% of Millennials – more than double the 28% who most often watch cable or satellite TV.
  • Younger Millennials – those under 30 at the time of the study – were particularly tuned out from cable and satellite TV: only 18.5% said it’s their first choice. Older Millennials (30 to 36) were twice as likely to favor cable and satellite TV, with 37% picking it as their most frequent way to watch.
  • But most Millennials haven’t cut the cord on cable entirely: 64% of those who no longer live with a parent still subscribe to cable or satellite TV.

Bingeing is Huge

  • By nearly four to one (78% to 22%), Millennials preferred a television series to be released all at once, rather than having to wait for a weekly episode over the course of a season.
  • Across every grouping – sex, age bracket, race-ethnicity, and income level – U.S. Millennials are united in their eagerness to binge on TV shows.
  • 68% said they had binged on TV during the past month; 53% during the previous week.

Music Downloads are Going Mobile

  • More than half of Millennials (56%) said they had downloaded music to a mobile device within the past month, surpassing the 43% who’d downloaded tunes to a desktop or laptop.
  • African Americans were especially active downloaders, with 69% saying they had downloaded music straight to mobile in the past month, and 53% downloading to a PC.
  • Among Caucasians, 55% said they had downloaded music to a mobile device, and 38%
    had downloaded to a personal computer. Hispanics/Latinos also were more likely to
    download to mobile (55%) than to PCs (46%).

Opting Out of Going Out

  • Fewer than half of Millennials (43%) said they had been to a movie theater in the past month, and 17.5% had been to a live concert.
  • 40.8% had not attended a live concert in the last 6 months, and 15% reported they never had never been to a concert.