The Apple TV has become a popular TV-device for the majority of millennials.
However, it is not clear whether the majority want to stream shows from Netflix, Hulu, Amazon Prime, or Amazon Video.
In a recent survey by research firm Kantar Media, only 4% of millennial households said they had a Netflix subscription.
Only 1% of those surveyed said they used a streaming service like Hulu, which is an indication that a large portion of millennial TV-users are willing to fork out for cable or satellite service.
A survey by the Pew Research Center for the People & the Press showed that nearly two-thirds of millennials surveyed said streaming services were the most important aspect of the television experience, while only 27% said they were “important for watching television,” according to the survey.
“Millennials are not as interested in the traditional TV channels,” Pew’s Brian Walsh said.
“The traditional TV networks are more relevant to them.”
A recent survey from Kantar found that nearly 60% of millennials polled said they would like to have access to a full-screen TV experience, and half of them said they wanted a Netflix-like streaming service.
However a recent poll by Nielsen found that only 38% of Millennials surveyed said that they are likely to purchase a home broadband subscription in the next 12 months, which suggests that a significant portion of young people may not be willing to go out and spend money on a home TV set.
“There are a lot of people who have been frustrated with the lack of choice,” Walsh said, adding that it’s important to remember that the “millennial generation” is not only a generational demographic, but also a new generation.
“This generation is the youngest generation in history,” Walsh added.
“They’re also the ones who are most likely to live in the digital age.”
The Pew survey also found that people under 35 years old are more likely to have a Netflix account than those over 65.
More than half of millennials (54%) had Netflix accounts, while 37% had Hulu accounts and 12% had Amazon Prime accounts.
Kantar’s survey found that millennials were also more likely than previous generations to be more likely of being active in their local community, with 46% saying they are active in social media, while 22% said it is “important” to be active in the local community.
However, the survey also showed that a majority of Millennials were not interested in streaming from Netflix.
Only 31% said streaming from a streaming provider was a “top priority” for them, while just 17% said that streaming from Amazon Prime was a top priority for them.
“We also found millennials are interested in finding a ‘better’ Netflix experience,” said Dan Buehler, director of research at Kantar.
“That said, we found that they have some concerns about having access to ‘the latest’ Netflix content.”