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Turner's NCAA March Madness Live mobile app hits record 21M live streams

March 20, 2014

The data appears consistent with recent reports from Parks Associates that found younger consumers are turning their focus online for the bulk of their viewing. "Late Millennials" aged 18-24 spend 33 percent of their time watching content delivered over the top compared with 29 percent watching linear broadcast TV, while "Early Millennials" aged 25-34 spend 23 percent of their time online and 30 percent watching linear TV, TDG reported.

Parks Associates found that 37 percent of Late Millennials consider online video their most important video source.

That doesn't mean older viewers are avoiding the online video bandwagon, however. While TDG noted that 61 percent of consumers over 55 prefer linear TV, and only 4 percent watch OTT, Parks found that more than 50 percent of U.S. households use either a subscription or transactional video on demand service (e.g., Netflix, Amazon, Hulu, or Redbox).

From the article, "Turner's NCAA March Madness Live mobile app hits record 21M live streams" by Samantha Bookman.

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