The Digital Demographic: Content Consumption Habits of the 18 to 25 Year Old Audience

This Major Research Paper examines television content consumption habits of the digital demographic. The research presented is to shed light on opportunities for content producers and broadcasters to engage the digital demographic given the rapid changes in media distribution platforms. This study examines changes in the digital demographic’s content consumption habits, attitudes, preferences, and beliefs. First, ‘the digital demographic’ is defined as a new term for the media industry. The exploratory study reveals that they watch more content online than on traditional platforms and a vast majority access content on illegitimate platforms. Second, industry experts were interviewed to provide insights on the ways the broadcasting industry is adapting to this digital shift. This study argues for the need to acknowledge that consumption habits are changing and that it is necessary to redevelop business models to reengage the digital demographic.