Engage Gen Y: Life Is But A Stream - somersault

Engage Gen Y: Life Is But A Stream

Dan Coates, president of Ypulse (@ypulse) says, “There's a fundamental shift in how media is being consumed, and Gen Y is at the epicenter of it all.”

· In the prior week, nearly 1 in 4 members of Gen Y watched video content that was streamed to a computer, 1 in 7 downloaded video content to a computer, and 1 in 20 watched video content that was streamed to their mobile phones.

· On average, Gen Y spends nearly 3 hours a week watching streamed TV programs, and an hour and a half a week watching downloaded TV programs.

· Gen Y streams and downloads video from a variety of locations: they are nearly as likely to do so at home as they are at a friend's house.

· Gen Y most commonly streams full-length, professionally produced videos, such as movies and TV shows, with music videos not far behind. College students watch a wider diversity of content than teens, with most checking out news clips, commercials, sports, and political videos in addition to long-form movies and TV shows.

He says, “The trend towards cloud-based, on-demand digital media shifts the locus of control from the producer to the consumer. Having grown up immersed in digital media, Gen Y will lead this shift.”

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What are the implications of these findings for publishers?

Somersault Group

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