How are millennials affecting the state of television?

Fast-changing consumer content is signaling dark days ahead for cable, as the option to avoid or drop cable service has grown more appealing and more popular than ever. The Digital Democracy Survey data about Millennials shows they represent nearly one-third of the U.S. population over age 13, and more than one-third of those between the ages of 14 and 66. Also, 56% of the TV and film viewing by Millennials aged 14-24 is on computer, smartphone, tablet, or a gaming device - only 44% is via TV.

What about older Millennials (in the 24-30 age range)? They consume 47% of their film and TV content on those alternative devices. So on average, the 30-and-under crowd's primary means of consuming content is through mobile devices, streaming, and online. That's in sharp contrast to the over-30 crowd who still rely on television for an average of more than 80% of their film and TV show viewing. Love them or hate them, it is Millennials who are driving disruptive trends the most, consuming most of their TV and film content online rather than through television.

Times like these are a creative shift in the way television is distributed. Network television content has seen 36 billion—yes billion— lifetime views on YouTube, along with 284 million audience engagements (such as likes, shares and comments). This shift will turn the television business inside out by placing the consumer at the center of the ecosystem and creating new opportunities for both content owners and marketers to align quality, reach and data.