Two-thirds of millennials' video consumption 'not being measured'

Research by Omnicom Media Group agency, Hearts & Science
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Research by Omnicom Media Group agency, Hearts & Science

A new report claims 66 per cent of video consumption by millennials and Gen X is being missed by current measurement platforms.

According to the research by Omnicom Media Group agency Hearts & Science, US adults aged 22-45 say they spend an average of 30 hours per week consuming TV and video content; however traditional TV platforms account for only ten of these hours.

The remaining 20 are divided between TV content viewed on other devices (such as in-app on mobile or via OTT devices) and streaming content viewed across all devices.

Hearts & Science says there are big gaps in the data when it comes to measuring content and ad exposure in-app on mobile and tablet devices, on OTT devices like Apple TV and Roku; and via streaming services like Hulu and Netflix.

According to the study, the issue of unmeasured platforms becomes even more critical when factoring in the 47 per cent of MGXers (millennials and Gen X) who report zero hours consuming content on traditional TV platforms – meaning that they exclusively consume TV and video via devices outside of the measurement coverage map. The study authors have dubbed these viewers "unreachables" - reflecting the fact that existing planning tools are based on metrics that will guide buying away from reaching this audience.

Hearts & Science CEO Scott Hagedorn said, "Mobile and streaming innovation bring about new creative opportunities, but they also create a complex problem that can be summed in a simple statement: if it can't be measured, it can't be properly targeted or planned against as part of a cohesive, cross-platform campaign."