It shows that Millennial behaviour is viral and spreading to Non-millennials and older generations. Millennials (people aged 16-34 in 2015) spend a similar number of hours consuming media as older generations but use a different mix of media.

Traditional media such as TV, radio and print account for just 35 percent of total media consumption for Millennials vs. over 60 percent for Non-millennials. Millennials spend twice as much time as non-millennials on new media, such as online video services (11 vs. 5 hours per week) and social media (7 vs. 3 hours per week).

The analysis shows that Millennials spend much less time than Non-millennials consuming traditional linear and recorded TV including pay TV, although overall video consumption is similar. The top three media for Millennials are social media, music and subscription OTT video services, while non-millennials would prioritise radio, free-to-air (FTA) and pay TV. The study also shows that 85 percent of Millennials with OTT have Netflix, 30 percent have Amazon and 12 percent have NowTV.

Telecompaper.com