May 22, 2019
Despite living in an over-the-top video ecosystem, linear TV remains a primary source of news for young U.S. adults — even outside the home (OOH), according to Nielsen.
News viewing OOH attracts both men and women adults equally across the general population. Notably, Nielsen found that more women (56%) 18-24 watch news remotely than men (43%).
Survey respondents said restaurants and bars are among the most popular places to view news. And this pattern continues among general population respondents aged 25-34 and 35-plus as 59% and 52%, respectively, reported viewing in a restaurant or bar.
Meanwhile, 61% of younger adults aged 18-24 reported viewing in someone else’s home, while 43% reported watching in a restaurant or bar followed by 40% who reported watching at work and 39% at the gym.
The viewing habits among young adults support the common perception that they like to view content in social environments and in a variety of places.
“While most of us would consider watching the news at a bar, someone else’s home or even at the gym as doing so during our own time, our survey results found that viewers seek out the news at other times too. In fact, they’re going out of their way to catch the latest headline—even during work hours,” read the report.
According to the survey, 40% of the general population respondents age 18-24 reported watching the news while at work. Although the Internet has given consumers the opportunity to get their news on the go, that’s not their only source. Viewers are turning to linear TV out of their homes to catch a glimpse of the news ticker or get the latest weather report before they leave the office.
As more consumers, particularly young adults, take control of how, where and when to watch content, Nielsen contends OOH live news viewing presents advertisers with a great opportunity to be effective with their message and connect with a consumer segment that’s younger and educated.