Young consumers are watching less live television. As a result, networks are searching for ways to reach these audiences on smartphones, laptops and tablets.
Some cable channels are introducing shorter episodes to attract young viewers easily distracted by multiple devices and online content. Some are tracking social media conversations about shows — “in some cases even changing plot lines to suit audience tastes,” notes the Los Angeles Times.
“America’s 67 million baby boomers once commanded advertisers’ attention because of their spending power and sheer number,” notes the article. “But the prized demographic is now the millennial generation: the 98 million people ages 7 to 29. These digital natives represent nearly one-third of the U.S. population, and they’re proving an elusive target for networks and advertisers to reach.”
Millennials aren’t channel surfing from their couches. Instead, they’re accessing a variety of media on multiple devices, and watching much of their television via DVRs and game consoles or other connected devices.
The CW has been addressing young viewers’ fickle habits by offering shows online hours after an episode’s TV airing. With a new mobile app, viewers can also access shows via iPhones, iPads and Android and Kindle devices. Nickelodeon and rival Cartoon Network have developed shows around characters that initially earned a following online.
Social viewing with discussions on Twitter and Facebook have also become increasingly important to young viewers, while complementary online content such as behind-the-scenes insights and video highlights is growing in popularity.
The article features an infographic that provides interesting statistics regarding the habits of millennials who are turning away from traditional TV while embracing the Internet.
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