From the declining millennial audience, to addressable TV, to the future video powerhouses, here are the main points from Group M's report on the "State of Video
1. Millennials will never take to traditional TV. While it’s known that traditional TV viewing in the US and the UK by Gen Y (and Millennials) has fallen by 4.5% annually since 2012, it’s now known that they never take to it. "In startling opposition to history, GenY and GenZ are actually watching less as they age," wrote report authors, Adam Smith, futures director, and Rob Norman chief digital officer, of Group M. "GenZ and GenY TV-viewing is falling in absolute terms and even more against expected lifestage." Based on this, the report authors calculate that as Gen Y ages, it will pull 35-54 viewing down by over 1% a year in both the US and the UK.
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