Baby boomers are streaming more – and love TV

Pubblicato: 23 novembre 2015 in La materia dei segni


While marketers and advertisers chase Millennials, an overlooked segment offers other opportunities: Baby boomers comprise nearly a third of US adult broadband users, and 57% of them have a net-connected TV.

“Time spent viewing TV streaming is increasing among this segment,” said Michael Greeson, president of TDG. “Among smart TV users, 59% report an increase in TV streaming over the last year. The same holds for all streaming devices used by this segment.”

They are also significantly more likely than other segments to subscribe to traditional pay-TV. According to Broadband Boomers: A Consumer Snapshot, TDG’s latest report, this makes them excellent candidates for the high-revenue sales of operator value-added services.

TDG said that the race to the bottom that currently defines operator strategy – that is, the targeting of Millennials with ever-more ‘skinny bundles’ – has drawn energy and resources away from efforts to grow ARPU among broadband boomers.

“Unlike Millennials, broadband boomers are quite loyal to their current operators and have very deep pockets,” says Nick Beyer, TDG analyst and author of the report. “Yes, they are less tech-savvy than younger consumers, but they are increasingly connected. The question, then, is how operators can better tap into the specific needs of this segment.”

He added that this is good news for OTT TV service providers, who have plenty of headroom among this segment. Uptake of Netflix is only 36%, meaning close to 40% of those with connected TVs have yet to subscribe to the service.

Sorgente: Baby boomers are streaming more – and love TV | Pay-TV | News | Rapid TV News


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