clipped from: www.tvweek.com Younger viewers are transforming how, what and where prime-time television is being viewed, according to a new report from Knowledge Networks.
The report found that younger viewers are more likely to use DVRs and watch TV outside the home, with 39% of millennials ages 13-29 reporting that they do so at least once a week compared with only 11% of young baby boomers.
Meanwhile, the portion of people “typically watching TV” between 8 p.m. and midnight remained relatively close to Knowledge Networks’ 2004 numbers. However, DVR usage increased from 27% in 2004 to 38%, and 48% of viewers now said that “most of the time” they turn on the TV in prime time “with the intent to watch a particular show” compared with 41% in 2004.