Millenials and Consumption of Digital Content--the Disney Perspective

Implications: Disney Media Networks/ABC President Anne Sweeney shares some interesting data regarding Millenials and their use of digital content.

Analysis: Speaking at the recent four-As (American Association of Advertising Agencies) convention, Disney Networks/ABC President Anne Sweeney shared some interesting insights regarding the Millennial generation and their use of digital content.

Among the key findings: 

Millennials watch a lot of content online.  Last year 140 million ad-supported programs were watched on ABC.com; through the first 18 weeks of the current season 124 million programs have been viewed, an increase of nearly 200%.  Same pattern holds for other Disney-owned channels.  This point has broad implications for the entire network-affiliate relationship, and even cable/satellite subscriptions.  As this article states in a postscript, Millennials may only need an Internet connection instead of a cable or satellite bill.

Data indicates that online viewing increases viewing of broadcast television.  This point has been confirmed via other research.

The data Sweeney presented also points out that all demos are willing to accept online commercials in exchange for free programming.

Finally, Sweeney commented that agencies need to focus on the four "Cs":  1) Consumers come first; 2) Content drives everything 3) Creativity is critical; and 4) Commit to change. 

All media companies could benefit strategically from this advice, not just advertisers.