If you’re a parent, you would do anything for your kids. That includes subscribing for a streaming service that you may not even like, for their sake.
That’s especially the case for millennials. A study conducted by market research firm Samba TV found that 73% of millennials subscribe to a streaming service for just their kids.
Whether it’s Disney+ and its raft of Mickey Mouse or Bluey programming, or Paramount+ and Paw Patrol, some shows have enough of a hook into your kid that you’re willing to fork over a few extra dollars a month to keep them entertained.
The results, which come from Samba TV’s Guide to Targeting Millennials study, also offers insight into how the millennial demographic has embraced ad-supported services, both through free platforms like Tubi and Pluto and ad-supported tiers of streaming services. As the number of different services and prices have steadily increased, savvy viewers are increasingly looking to save money while staying entertainment. These so-called FAST and advertising-based video on demand services have become more attractive — particularly to this demographic.
“Their willingness to consume ads when streaming is a unique opportunity for advertisers to reach more than 20% of the US population, with more spending power than retiring baby boomers,” said Samba TV Co-founder and CEO Ashwin Navin. “By embracing an omniscreen strategy that addresses all the platforms where millennials consume video, advertisers can align their campaigns to connect with this hugely impactful audience.”
Of the millennials that have a subscription service, 68% have one that shows ads, which is more than any generation. More than a fifth of millennials surveyed subscribed to the Netflix ad tier, with 68% of this group signing up for the service only after the $6.99 ad tier launched.
Netflix, unsurprisingly, is the top dog among millennials, with 84% of those with a subscription signed up with the service.