Millennials are changing the way TV is being viewed, whether anyone likes it or not.
A lot of it has to do with the economy and way of life. Since 2008, when the stock market dropped, no one was buying anything anymore, unless it was that epic vacation to Disneyland or a 3-day escape to Coachella.
However, education was always important. In order to achieve that degree through the competitive nature that we live in, student loans, second jobs, going to school full time etc., have all become a huge part of what makes millennials who they are today.
Millennials are very busy people. Sure, so are the parents who were a part of the baby boomer generation, but it is definitely different. Millennials are always on the go and need things to be mobile, whether in class, at lunch or sitting on the train, seeing that is pretty much the only time that they can view content.
Coming home at 4p.m. every day to wait for their favorite TV show to come on does not really happen anymore, and they aren’t going to pay for cable if they aren’t even there to see it. On demand and DVR erupted into huge success seeing that everyone was able to view their content when they wanted but what about where they wanted? Millennials still want content, just as long as it’s on the go and if it’s affordable.
This is why “TRL” is pretty much never going to come back to MTV. MTV also is not focusing on anyone 23+. They already have us hooked. It’s all about the younger kids and what appeals to them. Music videos being released are not what appeals to them anymore. Hollywood life is so accessible now; we can tweet at a celebrity, or watch a music video an artist posted on Vimeo, or get U2’s album on our phones.
So what is it that millennials want? That is the questions that those on the Paley Media Council, including: Tom Ascheim from ABC Family, Keith Richman from Defy Media and Daniels’ are all trying to figure out so that their networks flourish.
The biggest takeaway from the event was Susanne Daniels’, the president of programming for MTV, saying that she goes for the “always on method,” with the “always connected generation” and said that talking about real life events to relate to their viewers is one of the keys to success.