For the record, television is still king! Television still has the highest share of media consumption among U.S. Adults. However, where this viewing is taking place is the topic of discussion in many marketing boardrooms.
Additionally, television is beginning to take on a much broader meaning. Within the industry, it is being referred to as video content to become more inclusive of all viewing regardless of the platform it is seen from.
While the overall percentage of consumers who have cut the cord (e.g. cancelled their cable subscriptions) appears relatively small, there is a phenomenon that is occurring with Millennials on how they receive their video content. Millennial consumers are gravitating to the internet to view their content of interest. Plus, over-the-top (OTT) content providers (i.e. AppleTV, Amazon Fire, Roku) all are delivering video content appealing to these younger consumers.
