Imagine a Millennial flipping through cable channels, a Gen Xer catching the game live on YouTube TV, and a Baby Boomer binge-watching Netflix. Today, media viewing habits might not be exactly what you'd expect.
Before you assume no one watches TV anymore, let's dive into the real viewing habits reshaping how generations consume content and challenge what you thought you knew about who's watching what.
Linear TV is surprisingly resilient.
Despite rumors of its death, linear TV continues to hold its ground. As of 2023, a substantial 40% of US households still subscribe to cable TV. This persistence is reflected in viewing habits, with the average American adult dedicating nearly 3 hours daily to watching live TV according to eMarketer. In fact, linear TV accounts for over half of total TV viewing time across all age groups.
Advertiser spend also reflects linear’s ongoing importance. Linear TV is still the second-largest marketing channel by ad spend, with spend reaching $59 billion last year.
Breaking down viewing habits by generation reveals some interesting trends:
Baby Boomers (born 1946-1964) remain the most devoted TV watchers, with 82% tuning in at least monthly to either linear or streaming TV and spending almost 5 hours per day in front of the TV according to eMarketer. And contrary to Boomers’ tech-averse stereotype, nearly two-thirds have embraced streaming services.
Generation X (born 1965 – 1980), often overlooked in media discussions, are regular viewers of both traditional and streaming TV. About three-quarters of Gen Xers watch TV monthly, averaging just over 3 hours daily reports eMarketer. This generation appears to be straddling the line between traditional and new media, with a higher adoption rate of streaming services at 79%.
Millennials (born 1981-1996), often labeled the “cord-cutter” generation, mark a significant shift in viewing habits but have yet to abandon traditional TV. 60% still watch linear TV at least monthly with an average viewing time of just over 1.5 hours per day. This generation leads the charge in streaming adoption, with an impressive 92% using these services.
Gen Z (born 1997-2012) shows the most dramatic departure from traditional TV habits. But even here, perceptions can be misleading. 56% still watch TV monthly, although daily viewing time averages less than an hour. Predictably, this age group tops the charts in streaming adoption, with 95% of Gen Z using these services. However, the persistence of linear TV viewing suggests a more complex media diet than is often assumed.
And you never know who else may be watching. US children under 12 spend more time watching linear TV than any other age group under 35. This trend is the result of co-viewing with parents and caregivers. This also challenges the assumption that younger viewers have completely abandoned traditional TV. For advertisers, this means linear TV remains a powerful tool for reaching entire households across multiple generations. For advertisers, this means linear TV remains a powerful tool for reaching entire households across multiple generations.
While younger generations are at the forefront of the streaming revolution, it's clear that this shift isn't limited to Gen Z. The ubiquity of streaming is evident in the fact that 99% of US households have at least one video streaming subscription, with the average household subscribing to 4 streaming services each month.
Even Baby Boomers are joining the trend, having doubled their streaming time from 29 minutes a day to over an hour a day in just a year.
Despite generational differences, certain viewing behaviors transcend age boundaries. Binge-watching, for instance, has become a universal phenomenon, with 72% of all TV viewers indulging at times in watching three or more episodes of a TV show in one sitting.
Similarly, the habit of "second-screening,” or using another device while watching TV, is prevalent across 86% of viewers, regardless of age. This opens up great opportunities for advertisers since viewers can easily respond to a TV commercial by going to a website or scanning a QR code when their phone is already right in-hand.
Another trend on the rise is the popularity of ad-supported streaming, with 62% of viewers across generations willing to watch ads in exchange for reduced streaming subscription costs.
While generational differences exist, the lines are blurring. Linear TV maintains wide reach, especially among older demographics, but streaming is quickly gaining ground across all age groups.
Effective TV campaigns should:
Most importantly, advertisers should remember that whether their audience watches linear or streaming or both, it is all simply TV. And all forms of TV offer an incredible way to connect with potential customers.
Learn where your audience watches.
With TV viewership strong across all generations, learn how to effectively target your audience in this guide from VP Strategy Dan Cleveland.