Oath: Survey Report on Video Preferences of American Millennials

American millennials typically watch comedies, action/adventure, and dramas on TV, but are more likely to gravitate toward news on digital devices. New Oath research examines Americans’ preferences for video content, particularly among millennials, with shorter content being more popular on small screens.

At least half of the respondents watched the following types of TV shows on TV:

• Comedy (67%);
• Action/Adventure (62%)
• Drama (61%);
• Sports (57%);
• News (56%);
• Mystery/Thriller/Horror (53%).

Several of these genres are longer, such as dramas and action/adventure shows, which are at least an hour long.

Not surprisingly, this kind of content isn't as appealing on a small screen.

News leads the trend on smartphones, with 41% of millennials viewing some news content on their phones in the last month. This is followed by music/concert programming (38%), instructional/educational/self-improvement content (31%), and drama (31%).

News and music/concerts were also top genres on PCs and tablets, and were more likely to be clips. Instructional/educational/self-improvement content and comedy also ranked high on digital devices.

Millennials are more likely to watch videos on their smartphones. In fact, they are above average in all 15 video types, which may be because they are more likely to watch videos on their smartphones.

Millennials’ favorite genres to watch on their smartphones include comedy, action/adventure, romance, animation, and mystery/thriller/horror.

It’s worth noting that Millennials also watch this type of programming on TV more than average, suggesting that Millennials simply enjoy this type of programming, regardless of the device they use.

Interestingly, while news is the most watched program among millennials on digital devices, less people watch news on television than any other type of program.

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