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The Shifting Trends for Traditional TV: New comScore Report

The Shifting Trends for Traditional TV: New comScore Report

How, when, and where viewers are tuning in to view their favorite programs has changed significantly over the years. Gone are the days when viewing any type of program required a pay-TV service that was viewed on a television. From Internet-connected TV devices such as Apple TV and Google Chromecast, to the proliferation of devices including mobile phones and tablets, the cord binding viewers to a cable provider and TV set has disappeared.

A new report from comScore took a closer look at these trends and determined that not only are there huge shifts taking place in terms of consumption habits, but that millennials are in the driver’s seat. Millennials, defined as 18-34 year-olds, are 77% more likely than average to be a “cord-never” household, having never subscribed to pay TV, and 67% more likely than average to be a “cord-cutter” household, where they once subscribed but no longer do.

Additionally, 1 in 6 millennials reported not watching any original TV series from traditional TV sets in the last 30 days. According to the report, 61% of millennials and 42% of total respondents subscribe to a digital video subscription (i.e. Netflix). Although millennials have the highest adoption rate, the general population isn’t too far behind jumping onto this trend.

So what does this mean for broadcasters? Reaching, engaging, and monetizing viewers is going to require new solutions if they want to prosper. HBO took a bold step today announcing their plan to offer an online only streaming service. A trend we expect to start seeing more of, the only thing viewers will need to watch HBO will be an Internet connection.