IBC SPECIAL - SEPTEMBER 2017 IBC_SUPPLEMENT_SEPTEMBER_2017
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IBC SPECIAL – SEPTEMBER 2017
Research: Millennials prefer
time-shifting to linear
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illennials (ages 18-34) watch more
time-shifted content through self-
recording or on-demand (55%)
than live TV (45%), says a new study from the
Consumer Technology Association (CTA). The
Exploring Preferences for Personalized Content
Consumption Experiences Study also shows
that only 35% of those over the age of 35 watch
time-shifted content, clearly preferring to watch
live TV (66%).
Additionally, CTA’s study found that one in
four Americans has learned about new content
through predictive recommendations made
by the content platform – and even more
Millennials (79%) have actually clicked on/
watched content recommended. In general,
advertisements (70%) and recommendations
(67%) are the top sources for learning about
new content.
“Millennials clearly lead the pack in
consuming streaming content – watching
it when and where they want and, often, at
the advice of predictive recommendations,”
said Steve Koenig, senior director of market
research, CTA. “The influence of artificial
intelligence, machine learning and widespread
connectivity enables rapid discovery of new
content and allows every generation to consume
it how they want.”
Only 38% of consumers who watch ad-
supported content will watch an entire ad
without being required ‘all or most of the time’.
And when watching an ad is required before
their content begins, 57% of consumers say they
ignore the ad. For content where ad viewing
is not required, 66% will watch only until the
‘skip’ option is available.
Although it’s no surprise that required ads
are less preferred, among consumers who
watch ad-supported content Millennials are
the only age group that indicates a willingness
to share personal information – beyond
interests and hobbies. Key findings about all
ad-supported content viewers’ tolerance for ads
include:
• 67% of all consumers don’t mind sharing their
viewing habits with websites/apps they access
often
• 64% of consumers prefer content networks
know their viewing habits so networks can
show relevant content recommendations
• 62% of consumers prefer content networks
know their preferences so networks can show
them relevant ads
“As the ad tolerance portion of the study
shows, no matter how strongly content appeals
to consumers, there are limits on how far
they will go to engage,” said Koenig. “Content
platforms and advertisers need to understand
viewer preferences by leveraging behavioural
data to boost impressions and ad effectiveness.”
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