Millennials spend 25 minutes more each day watching web TV than Gen X and four times as many as baby boomers.
The data, from Global Web Index, indicates that Millennials remain at the forefront on online TV consumption, with this trend-setting group spending an average of 1 ¼ hours a day on this activity.
That’s 25 minutes longer than their Gen X counterparts, and almost 4x as long as Baby Boomers.
In contrast, it’s Boomers who devote the most time to linear or broadcast TV. While this activity remains at the center of media behaviors among all generations, the age-based splits are nevertheless pretty telling: whereas Boomers clock up over 3 hours per day on linear TV, Millennials are on a lower 2 hours.
Although the decreases have been far from dramatic, it’s also the case that linear TV has been trending downwards among Millennials in recent quarters – another sign that online viewing will continue to become still more prominent within the behaviors of younger groups.
Source: Global Web Index