Platform penetration usage of TV “boomer” consumers -- those born in the late 1940s through late 1950s -- show this group was more drawn to FAST channels (54%) than to paid AVOD (49%).
FAST are (free ad-supported/streaming TV) channels, while AVOD are paid subscription/advertising-supported streaming platforms.
Authors of the report suggest that FAST are familiar channels for boomers, especially when it comes to channel-surfing of legacy TV. In addition, FAST channels feature a lot of library programming services they are accustomed to.
Other younger demographic groups all give higher performance to AVOD. But FAST also gets good results.
After boomers, the next-oldest generation -- Gen Xers, those born from around 1960 through 1980 -- have a 69% preference for AVOD, as well as a 61% affinity for FASTs. Younger millennials come in at 73% for AVOD, with 58% for FASTs.
Gen Z consumers -- who spend less time on TV than other groups -- have 62% AVOD platform penetration, compared to 50% for FAST.
By comparison, only 36% of Gen Zers watch two or more hours of TV sets per day, and 73% of boomers.
Watching TV shows on smart devices? Gen Z scores 34%, versus 7% for boomers.
“In short, younger generations aren’t just choosing new platforms,” write the authors of the study. “Their emphasis on flexibility, convenience, and personalization is reshaping how TV fits into their lives.”
This all suggests that younger generations -- while they are looking to avoid advertising -- will still use the platforms when “the value is clear" -- which means avoiding AVOD isn’t a good idea.
Brands in categories like consumer packaged goods (CPG), family entertainment and financial services will miss core consumers.
Source: mediapost.com