If You Force a Choice Between Cable & Streaming [Infographic]

Bob Hutchins — April 3, 2017 Follow @Bobhutchins

— April 3, 2017

…streaming is going to win. At least, it’s going to win with millennial males (ages 18-34), according to a new infographic released by The Drum. Let’s hit a few of the facts, and then talk about how they apply to your brand…

What We Want. When We Want It.

Young men won’t be relying on cable in 2017. In fact, more than half (53%) have already “cut the cord.” Only a third say they’ll pay for cable in 2017, with the rest (14%) vowing to leave cable behind forever in 2017.

(YouTube’s new cable-replacement product, which was announced after this data, will probably make that transition all the easier to execute.)

When asked, “Would you rather give up cable or streaming,” three out of four say cable would have to be the one to go.

• 61% of 18- to 34-year-old men agree: when it comes to movies, it’s all about streaming.
• 34% say their primary way to watch movies is through a connected device.
• 27% say their primary method is streaming through a computer or mobile device.

Young men are split on their primary approaches to watching TV.

• 27% prefer watching on a computer.
• 27% prefer watching shows on TV when they air.
• 26% prefer watching through a connected device.

For both TV and movies, this audience says their favorite way to watch is through a connected device.

Where Do Millennial Males Get Their News?

We know from previous research that Reddit is the second most trusted social media platform for news. And while Millennial males are a top demographic on this site, social media as a whole is actually not their primary news source. Here’s where they say thy prefer to get their news…

• Websites (43%)
• Social Media (21%)
• TV News (13%)
• Printed News (5%)
• None of the above (18%)

How Will They Keep Up With All This Streaming?

• 21% plan to buy a new smartphone
• 27% say they are upgrading for faster speeds
• 11% plan to buy a new wearable
• 10% plan to buy a new digital media player

The Millennial Male’s Digital Habits INFOGRAPHIC

So, What Does This Mean for My Brand?

Content and entertainment is rapidly shifting. Instead of watching whatever happens to be on TV, people expect to be able to watch exactly what they want when they want it. This new standard is infiltrating every part of the content/marketing world. It’s time start creating content that your users will actually enjoy – content that serves and doesn’t take. Learn more about how you can create content that enhances and engages your audience.

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