Magazine article Screen International

Digital Event Hears What Millennials Want

Magazine article Screen International

Digital Event Hears What Millennials Want

Article excerpt

Millennials, the demographic that content creators and advertisers cannot hear enough about, give new TV shows a 10-minute probation period and will not commit to a series unless Season 2 has the greenlight.

These and other pearls emerged from a panel discussion moderated by The Intelligence Group chief strategy officer Jamie Gutfreund at the Stream Market at Santa Monica's Loews Hotel on Monday (June 2).

On the day when conference attendees learned that 22 is the most common age on the planet, a panel of five twentysomethings told Gutfreund, a Generation Y expert, that they thrive on friend recommendations via social media platforms, typically eschew cable in favour of streaming and use someone else's log-in for HBO Go.

Netflix emerged as the panel's favourite creator of original content and several commented how the Roku streaming device offered more channels than Apple TV.

Interestingly the speakers, whose ages ranged from 21 to 29, were broadly accepting of commercials, with one youngster commenting that an ad that would repeat itself during a binge viewing session on Hulu tended to stick in the mind after five hours.

"That's the point," said a senior audience member in her late thirties.

While the panellists agreed that visual commercials were bearable, one 25-year-old said ads on music platforms like Spotify were intolerable. …

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