The purpose of this study is to identify the usage and preferences of millennials viewing television content on broadcast or on-demand television subscriptions. The study focuses on those aged 18-35, but also provides results for those falling outside of this age demographic. This study seeks to provide marketers with information regarding consumer preferences so they may adapt their offerings to meet the desires of customers which will in turn provide consumers with better quality television viewing experiences. An online survey was conducted which included 118 respondents and gauged their current use of, satisfaction with, and preferences for viewing television content. The results revealed that while millennials do prefer to watch television on-demand and are thus moving away from broadcast television subscriptions, original content is not an important factor for millennials when viewing on-demand content. Additionally, millennials have mixed preferences regarding the choice of binge-watching television content versus watching content week-to-week.
Shelton et al. (Fri,) studied this question.