The viewing habits of millennials

Millennials are voracious viewers of video. They’re just not watching videos on TV.

The video advertising technology company YuMe tracked the media viewing habits of millennials, defined as the 18-to-34 demographic. This is an age group that makes prolific and sustained use of smartphones and tablets; 18 percent of all millennials were mobile-only users in November 2013.

The study reveals that millennials watch more video content than their predecessors from Generation X and the much older baby boomers. Those movies, TV shows, user generated and sponsored videos, however, are being viewed on devices other than the flat-screen television set.

Smartphones are the most popular device for millennials to view video in most places, though tablets are more popular at home and while on vacation, YuMe’s study finds. Among those who watch, 13 percent say they watch video content at work or while shopping. Another 9 percent say they do while commuting to work or visiting someone’s home.

Also, 94 percent of millennials multitask (and are likely distracted) while viewing content.

YuMe’s downloadable research report is here.