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How are Millennials Watching Television Programming?
How are Millennials Watching Television Programming?
How are Millennials Watching Television Programming?
How are Millennials Watching Television Programming?
How are Millennials Watching Television Programming?
How are Millennials Watching Television Programming?
How are Millennials Watching Television Programming?
How are Millennials Watching Television Programming?
How are Millennials Watching Television Programming?
How are Millennials Watching Television Programming?
How are Millennials Watching Television Programming?
How are Millennials Watching Television Programming?
How are Millennials Watching Television Programming?
How are Millennials Watching Television Programming?
How are Millennials Watching Television Programming?
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How are Millennials Watching Television Programming?

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This presentation showcases some of the results from a 45-minute Real-Time Large-Scale Focus Group™ run on April 3, 2014 with 106 MIllennials to understand their television watching habits and how …

This presentation showcases some of the results from a 45-minute Real-Time Large-Scale Focus Group™ run on April 3, 2014 with 106 MIllennials to understand their television watching habits and how technologies such as streaming are impacting their behaviors and perceptions, especially as it relates to impact on watching through cable service providers.

In this session, we also explore MIllennials' feelings on paid providers of streaming content (Netflix, hulu Plus, Amazon Prime) to understand how these providers compare to one another in the eyes of the Millennial.

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  • 1. An Invoke Xperience Takeaways Report April 2014 How are Millennials Watching Television Programming?
  • 2. © Invoke Solutions - Confidential| Introduction to Invoke Why did we do this research? Understand general perceptions and behaviors of Millennials regarding watching television programming via cable providers and streaming apps, services and devices. Gather feedback from Millennials regarding paid streaming service providers (Netflix, hulu Plus, Amazon Prime). Explore differences among different age groups within the Millennial demographic (18- 22 year-olds, 23-27 year-olds and 28-32 year-olds) regarding these topics. What did we do? Live 45-minute real-time Large-Scale Focus Group™ (106 participants). Who did we talk to? Millennials that watch at least 1 hour of television programming per day. 57% Age 18-27/43% Age 28-32 18-22 year olds (n=18), *note small sample size 23-27 year olds (n=42) 28-32 year olds (n=45) Mix of male/female Methodology
  • 3. © Invoke Solutions - Confidential| Introduction to Invoke Millennials do often prefer streaming to cable because of flexibility, lower cost and a lack of commercials; however, cable is often seen as easier to access, offering more current programming and providing a better experience because of its direct connection to one’s television. While streaming does work well for watching older shows and multiple shows in succession, Millennials do often turn to cable for live programming (such as sports) and recent episodes of current on-air shows. Of the three streaming services tested (Netflix, hulu Plus and Amazon Prime), Netflix scores highest with Millennials. For these Millennials, Netflix has a good variety of programming, an attractive price point and/or does not show commercials. Although many dislike nothing about Netflix, some would like a better selection (especially of current programming) and/or would like to see the streaming and DVD delivery services bundled. Amazon Prime does not score as high as Netflix with Millennials of any age segment, but those aged 28-32 do score it higher than hulu Plus. Often, Millennials like the included free 2-day shipping, but its high price point and/or lack of content are seen as negatives. hulu Plus scores higher than Amazon Prime with 18-22 year olds. This service is often liked for its more current content, but its inclusion of commercials is often a dislike. Research Highlights
  • 4. CABLE VS. STREAMING: GENERAL THOUGHTS
  • 5. © Invoke Solutions - Confidential| Introduction to Invoke Millennials are definitely watching television programming, so we should pay attention 57% of Millennials are watching over 5 hours of television programming a day. 74% of Millennials say they watch more television programming than their parents’ generation. • 83% of 18-22 year-olds say this. • 74% of 23-27 year olds. • 69% of 28-32 year olds. Q) Now, thinking about television programming, how many hours in a typical day do you spend watching television programming? Include time spent viewing on a television and/or using an app/service…(n=105) Q) Compared to your parents’ generation, how often would you say you watch television programming/shows in general (across devices and services)? (n=106)
  • 6. © Invoke Solutions - Confidential| Introduction to Invoke There is a slight preference towards streaming, especially among younger Millennials 41% of Millennials prefer to watch television programming using an app, service and/or streaming device rather than through a cable service provider, while 34% prefer to watch through a cable service provider (top 2 box). 50% of those aged 18-22 prefer to watch television programming using an app, service and/or streaming device (compared to 39% that prefer cable).* 36% of those aged 23-27 prefer to watch television programming using an app, service and/or streaming device. 38% have no preference and 26% prefer to watch through a cable service provider. 28-32 year-olds are essentially split with 40% preferring to use an app, service and/or streaming device and 40% preferring to watch through their cable service provider. (Q11) Q) Which of the following best describes you, personally? (n=106) *please note small sample size of 18-22 year-olds 34% 16% 18% 25% 20% 21% 41%39% 17% 22% 11% 6% 44% 50% 26% 14% 12% 38% 24% 12% 36% 40% 18% 22% 20% 22% 18% 40% Top 2 I very much prefer watching television programs through a cable service provider I somewhat prefer watching television programs through a cable service provider I have no preference I somewhat prefer watching television programs using an app/service or streaming device I very much prefer watching television programs using an app/service or streaming device Bottom 2 Total 18-22 year olds (18) 23-27 year olds (42) 28-32 year olds (45)
  • 7. © Invoke Solutions - Confidential| Introduction to Invoke • “I can watch a program any time I want while streaming, and can usually ‘marathon’ my favorite shows.” (Age 23- 27) • “I find it easier and I my favorite shows are always available at the time I want them.” (Age 18-22) • “Binge watching!” (Age 28- 32) Millennials prefer streaming often because of flexibility, cost and/or absence of commercials… Often, Millennials like how streaming enables them to watch what they want, when they want. • “I like the convenience of watching TV through a streaming device, and the cost is SO much better than cable.” (Age 23-27) • “It's cheaper to use a service and I can choose when I watch.” (Age 28-32) • “Same as my previous answer. It is cheaper and more convenient.” (Age 28-32) Some prefer streaming because they do not want to deal with the expense of cable. • “Because I'm able to watch TV on my own schedule and there are less/no commercials.” (Age 18-22) • “No or fewer commercials.” (Age 23-27) • “I can skip through all the commercials using a streaming device.” (Age 28- 32) A few Millennials specifically like the absence of commercials in streaming. Q) Why do you say that? (n=43)
  • 8. © Invoke Solutions - Confidential| Introduction to Invoke • “It is always at my hands and easy to access.” (Age 23-27) • “It's just easier to turn on the TV and let it fade into the background while I do something else.” (Age 18- 22) • “It's just the easiest way to watch TV, you just hit the remote and it's there. “ (Age 23-27) …But cable does offer ease, current episodes and/or the ability to watch directly through a TV for some Millennials Millennials often prefer cable simply because it’s easier than streaming. • “I can watch the shows live. Often times with services like Netflix or Hulu, you have to wait so long until you can watch an episode of something.” (Age 28-32) • “Because I prefer to watch newer episodes over continuous repeats.” (Age 18-22) • “They usually have the newest shows.” (Age 23-27) Some prefer cable because they can watch current episodes. • “I prefer to watch things on my television screen rather than tablet/phone/laptop.” (Age 18-22) • “Because TV is a little bit bigger than any other device…” (Age 23-27) • “I like watching on my big screen TV in HD quality with no lag time.” (Age 28-32) A few like cable because they can watch it directly through their TV. Q) Why do you say that? (n=35)
  • 9. © Invoke Solutions - Confidential| Introduction to Invoke While Millennials do like catching up on old shows through streaming, they do prefer cable often for live programming Created on wordle.netCreated on wordle.net Q) What TV shows or types of programs, if any, do you prefer to watch using an APP, SERVICE OR STREAMING DEVICE rather than through a cable service provider? (n=104) Q) What TV shows or types of programs, if any, do you prefer to watch THROUGH A CABLE SERVICE PROVIDER rather than using an app, service or streaming device? (n=103) Millennials often prefer to watch older shows via streaming instead of cable, with quite a few noting that they “catch up” on these shows they may have missed or like to watch multiple episodes at a time (a couple use words such as “marathoning” or “binging” to describe this. Some Millennials note watching original programming (such as “House of Cards”) via streaming. Cable is often preferred for live program, with Millennials very often mentioning sports specifically. Shows currently running are also mentioned. Millennials are often turning to cable for shows with newer episodes they do not want to miss. Shows such as “Game of Thrones” and “Walking Dead” are often mentioned in this context. Additionally, Millennials sometimes say shows with a lot of action are better on cable (often because of watching them in HD or on a bigger screen.) What do you prefer to watch via streaming? What do you prefer to watch via cable?
  • 10. STREAMING PROVIDERS
  • 11. © Invoke Solutions - Confidential| Introduction to Invoke Overall, Netflix is most appealing to Millennials across age segments though younger and older do differ on other providers 90% of total Millennials like Netflix and 80% would be likely to use this service, making it the highest-scoring service across both key measures for watching television programming. Amazon Prime and hulu Plus score at essential parity for total Millennials (above, top 2 box). While Netflix remains the top-scoring service provider among all three age groups, those aged 18-22* do score Amazon Prime over hulu Plus while those aged 28-32 score hulu Plus higher. When compared directly, 75% of total Millennials rank Netflix as their #1 streaming service out of the three tested. All age segments rank Netflix as #1 as well. The other two providers rank at parity with one another among total Millennials. Again, younger Millennials lean more towards Amazon Prime over hulu Plus* while older Millennials appear to rank hulu Plus #1 more often than Amazon Prime. Top 2 box Age Breaks M=Total Millennials) M 18-22 23-27 28-32 M 18-22 23-27 28-32 M 18-22 23-27 28-32 Likability 90% 100% 98% 80% 62% 78% 59% 61% 61% 56% 59% 66% Likelihood to Use 80% 89% 93% 64% 44% 61% 44% 36% 40% 29% 38% 47% % Rank Service #1 (out of three tested) Q) How much do you like this app/service in terms of using it to watch television programs? (n=103-104) Q) How likely would you be to use this app/service for watching television programs? (n=103-106) Q) Looking at all the different apps/services to your left, please rank them from 1 to 3 with 1 being the app/service you would most like to use to watch television programs and 3 being the least… (n=99) *please note small sample size of 18-22 year-olds 20% 20% 60% 5% 8% 88% 6% 17% 78% 11% 14% 75% Hulu Plus (paid subscription) Amazon Prime Netflix Total (Rank 1) 18-22 year olds (18) 23-27 year olds (40) 28-32 year olds (40)
  • 12. © Invoke Solutions - Confidential| Introduction to Invoke • “Selection is great, many adult shows as well as kid shows.” (Age 18-22) • “Tons of titles, huge library. No commercials at all.” (Age 18-22) • “Everything. Over 60,000 titles and no commercials.” (Age 23-27) • “The older shows and movies that are no longer being aired and the original series such as ‘House of Cards,’ ‘Lilyhammer,’ and ‘Orange is the New Black.’” (Age 18-22) • “The price is right and the shows are awesome. They have original (and amazing!) programming.” (Age 23- 27) • “I love the vast selection of the library as well as the Netflix only shows (‘Lilyhammer,’ ‘Orange is the New Black,’ ‘House of Cards’).” (Age 28-32) • “I wish they would put more seasons of certain shows up sooner. Sometimes I feel like it takes almost a year before a new one comes out.” (Age 23-27) • “I would like more options that are currently airing on TV rather than having to wait to see the newer shows.” (Age 18-22) • “doesn't have current season, often have to wait until the week before or of to completely catch up to the current season before it begins.” (Age 28-32) • “Having both DVD and Streaming services be priced originally priced at 7.99 instead of 7.99 of each separately.” (Age 18-22) • “More selection of content would be great.” (Age 23- 27) • “It used to be way better when they combined streaming WITH mailing out a physical DVD that isn't available for streaming.” (Age 28-32) Millennials often like the selection, lack of commercials and/or lack of commercials afforded them with Netflix Millennials often like Netflix’s variety of shows, price and/or lack of commercials. A few mention the movies and original programming as positives. Q) What, if anything, do you LIKE about this app/service? (n=106) Q) What, if anything, do you DISLIKE or would you change about this app/service? (n=104) Several dislike nothing about Netflix, but some would like more current content. A few want a better overall selection and/or would like the DVDs and streaming bundled.
  • 13. © Invoke Solutions - Confidential| Introduction to Invoke • “I love how it includes discounted shipping on purchases made through Amazon. I am a frequent Amazon shopper, and the free 2 day shipping is a great perk.” (Age 28-32) • “I like that it also includes the free 2-day shipping and it's discounted for college students.” (Age 18-22) • “I like that there is free 2-day shipping and no commercials with unlimited streaming.” (Age 23-27) • “Tons of free movies to stream and the free shipping.” (Age 18-22) • “It offers commercial free streaming.” (Age 23-27) • It also links up with Amazon's products, giving free shipping. No commercials.” (Age 23-27) • “I really like that there are absolutely no commercials!” (Age 28-32) • “The price is a little shocking, if they showed it as a monthly rate it'd seem like a better competitive value.” (Age 18-22) • “It is pretty expensive (even though you mainly get it for the shipping bonus), and there isn't enough content.” (Age 23-27) • “100 a year its expensive, while Netflix might be more over a year I like the smaller payments and the ability to leave when I want.” (Age 28-32) • “I dislike the new price hike.” (Age 18-22) • “The price is too high.” (Age 23-27) • “The price. $99 I believe is a lot to pay for the year.” (Age 28-32) • “The cost is a bit much and it doesn't offer as much shows as hulu Plus.” (Age 18-22) • “There's a limited selection available. I can't find all of the TV shows I watch on it.” (Age 18-22) Millennials often like how Amazon Prime couples streaming with free 2-day shipping, but some see the cost as too high Free 2-day shipping is most often what Millennials like about Amazon Prime. A lack of commercials and/or available movies are also mentioned. Q) What, if anything, do you LIKE about this app/service? (n=103) Q) What, if anything, do you DISLIKE or would you change about this app/service? (n=99) Some Millennials, however, see the price of Amazon Prime as too high and there is also concern over the selection not being as good as Netflix or hulu Plus.
  • 14. © Invoke Solutions - Confidential| Introduction to Invoke • “Ability to stream current shows that are on air and have new episodes.” (Age 18-22) • “Releases new shows right after they air.” (Age 18-22) • “You get to watch the latest episodes of your favorite show that you are trying to keep up to date.” (Age 18- 22) • “I would say the cost.” (Age 18-22) • “Low cost subscription is always good.” (Age 23-27) • “Inexpensive monthly fee, programming from many different stations, available on lots of devices.” (Age 23-27) • “I like that it has current episodes of shows.” (Age 23- 27) • “Can access through many devices.” (Age 28-32) • The fact that current programs are available quicker then other services, the price is great.” (Age 28-32) • “I don't like the commercials. There shouldn't be any commercials if I'm paying for it.” (Age 18-22) • “The commercials! I can't believe they would have them. Especially on a streaming service. Crazy!” (Age 23-27) • “You are telling me that if I pay monthly, I will still be watching commercials? I don’t think so.” (Age 28-32) • “With hulu Plus I don't like, of course, still having to watch commercials through something you pay for. That's my main complaint.” (Age 18-22) • “I don’t understand why there are any commercials when you are paying for the service and would remove that.” (Age 23-27) • “Not a big selection of movies.” (Age 18-22) • “Wish it had more movies.” (Age 23-27) While streaming current episodes is a positive for hulu Plus, the presence of commercials often turns Millennials off Millennials respond very positively to having current episodes available on hulu Plus. The low price and access across devices are also positives of the service. Q) What, if anything, do you LIKE about this app/service? (n=102) Q) What, if anything, do you DISLIKE or would you change about this app/service? (n=101) The main thing Millennials dislike about hulu Plus is the presence of commercials, especially since it is a pay service. A few wish the service offered more movies.
  • 15. © Invoke Solutions - Confidential| Introduction to Invoke “Thanks for looking through the results. Definitely some interesting stuff here. Please let me know if you have any further questions about Invoke or our services.” Wayne Goodreau ABOUT INVOKE Since 1999, Invoke has helped its clients better understand their customers’ perceptions of their brands, advertising and communications. 2013 Ogilvy Award for Excellence in Advertising 2013 “Hottest Companies in Boston” Award Wayne Goodreau Senior Research Director If Wayne could only choose 5 movies to watch for the rest of his life, he would choose (in no particular order) Goodfellas, Caddyshack, Jaws, Empire Strikes Back and It’s a Wonderful Life.

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