Millennials Lead in Viewed Content Categories except for…


What are the demographic profiles of video viewers? According to eMarketer’s “Video Content Roundup,” the general rule for generational groups watching videos is, the younger the online users, the more likely they are to watch more than twice as much video as Baby Boomers, those 55 and older, according to the study. Television shows were the most frequently watched content, with 37 percent of Millennials, 26 percent of Generation X, and 16 percent of Baby Boomers frequently watching. Meanwhile, 33 percent of Millennials frequently watch user-generated video, while 21 percent of Generation X and 15 percent of Baby Boomers do so.

News is the only video category not dominated by Millennials. Twenty-one percent of Gen X, those ages 35 to 54, frequently consume news video, while 18 percent of Baby Boomers do so. Meanwhile, 13 percent of Millennials frequently access news video.

For more information, or to download the executive summary of the 2015 Global Digital Media Trendbook, go to


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