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If you’re trying to reach millennials on TV, you may want to rewrite your marketing playbook – young adults, aged 18 – 34, are abandoning traditional TV viewing at a a rapid clip – not a huge surprise!

In a recent article by the Wall Street Journal, “Big Media Needs to Embrace Digital Shift – Not Fight It,” young adults aged 18 – 24 are spending nearly 30% less time per week watching TV (since 2012). The drop is 18% for people aged 24 – 35.  As expected, digital ad spending is rising and will surpass spending on TV in the U.S next year, reaching $77 billion – this according to eMarketer.

The trends towards mobile and digital consumption are not going away – and entertainment companies like Disney have already started to make big investments in the shift towards online viewing. Disney launched Viceland channel in partnership with Vice with a $400 million cash infusion and of course purchased Maker Studios in 2014 for an estimated $500 million plus incentives. On the flip side, the rapid decline in younger viewers is hurting Disney’s TV viewing numbers – specially related to properties like ESPN.





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