Nearly 90% of millennial (aka Gen Y) and Gen Z viewers who participated in blue-chip industry consultant Deloitte‘s new online survey are self-declared binge watchers, compared to 73% of US consumers as a whole.
Deloitte’s 11th Digital Democracy Survey found that almost 40% of millennials and Gen Z binge-view weekly — an average of six episodes, or five hours of programming, per session.
“American consumers continued to stream, binge-watch and demand more media in 2016. As the growing forces of social media and over-the-top services continue to accelerate, particularly among millennials and Generation Z, the consumer rules,” said Kevin Westcott, vice chairman and US media and entertainment leader, Deloitte LLP.
The survey found that 49% of US consumers and nearly 60% of the combined Gen X, Y and Z demographic subscribe to at least one paid streaming video service. Consumers, however, still prefer free over paid, with 40% streaming free services versus 35% paid subscriptions. As for how they view, more than 60% of Gen X and over 80% of Baby Boomers prefer watching on a TV set, while Gen Y and Z spend half their time watching on other devices.
The Digital Democracy Survey polled 2,131 consumers ages 14 and up, collecting insights into how they interact “with media, products and services, mobile technologies, the Internet,” as well as their “attitudes and behaviors toward advertising and social networks.”
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