This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

Verizon Research Shows Millennials Expect Digital Media On Their Own Terms

Stocks in this article: VZ

NEW YORK, March 6, 2014 /PRNewswire/ -- What do millennials want when it comes to online viewing, and what should broadcasters know to improve their chances in this market?

That's the question Verizon Digital Media Services attempted to answer with a two-part research project about the entertainment habits of the millennial generation.

Among the findings:

  • Millennials are extremely sensitive to quality and performance. They are quicker than older generations to abandon an entertainment source if the quality is poor, slow-loading, or has other technical problems.
  • Millennials are brand loyal, but far less loyal to traditional broadcast networks than non-millennials. In fact, not a single network made the top ten list of brand loyalties for millennials.
  • Millennials are more likely to use multiple screens when enjoying entertainment, but less likely to use second and third screens for purposes directly related to what they're watching.
  • As an on-demand generation, millennials expect to choose how, what and when they watch.

"Understanding the needs, wants and habits of millennials is critical for success in the digital media industry," said James Segil, chief marketing officer for Verizon Digital Media Services. "The research reflects some interesting findings, and we were pleased to see that millennials share our passion for quality, speed and a superior experience."

The first part of the project, completed in November 2013, consisted of surveying 1,000 consumers -- 800 of them aged between 16 and 34 and identified as millennials -- and 200 aged 35 to 64. The second part of the research consisted of in-depth, in-home interviews with eight selected millennials.

A key finding is the criticality of incorporating high-quality, high-performance online video as part of broadcasters' distribution model. Companies that fall behind on this front will be at a significant competitive disadvantage among millennials, who expect instant-on, high-quality video regardless of their device or location.

1 of 3

Check Out Our Best Services for Investors

Action Alerts PLUS

Jim Cramer and Stephanie Link reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

Jim Cramer's protégé, David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
Try it NOW
Try it NOW
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

Jim Cramer's protégé, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!

Markets

DOW 17,416.43 +29.22 0.17%
S&P 500 2,029.55 -27.54 -1.34%
NASDAQ 4,681.4970 -90.2660 -1.89%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs