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It’s silly to talk about the death of TV. Around the world, more people are watching more minutes and hours of traditional TV per day than last year.
In the last two years, while the US population as a whole is watching more TV (live and time shifted), 18-24 year olds are watching less.
It’s not a “big shift” as yet…only 5%. And it almost certainly varies by urban vs. rural; gender; and race.
But I have seen this movie before. I remember the newspaper industry in the 1990s. It had always been true that teenagers didn’t subscribe or even read newspapers. That was OK…once they moved out and got a job or went to college they started. Then one day, around about 1995, that changed, and we started seeing (at first) very small annual DECREASES in print newspaper consumption in 18-24 year olds. 20 years later, that trend has been working away, and we now have the situation where (in one UK survey) less than 0.5% of 16-34 year olds listed print newspapers or magazines in their top five media they would miss the most....
TV trend: TV watching among younger viewers is shifting - a trend worth watching for marketers as it may follow a similar history to the decline of newspapers.