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Thesis
Millennial Media Consumption and the Birth of the Anytime, Anywhere Television Viewing Experience
Master of Science (M.S.), Drexel University
May 2014
DOI:
https://doi.org/10.17918/etd-4514
Abstract
The purpose of this thesis is to identify the major media consumption characteristics of the millennial generation and the impact that these characteristics have on the entertainment/media industry. The unique media consumption characteristics of this generation have not only contributed to the development of new trends but have presented challenges to many programmers and networks. The main challenge has been the creation of compelling content that will attract and engage millennials as viewing continues to become more fragmented and personal. By understanding and identifying the key media consumption characteristics of millennials, programmers/networks are given the chance to develop new opportunities that will help prepare for the next generation of viewers. The research presented herein will highlight the importance of understanding the viewing audience on a more intimate level in order to meet their needs. Previous research studies/reports on millennial characteristics and media consumption habits were evaluated to gain perspective on the topic. Additionally, a survey was issued to a select population of millennials to gain further insight. This study further concludes that the creation of entertaining and interactive content is what will engage both the millennial (18-34) and plural (those persons born from 1997 to the present day) generations. Millennials still participate in the consumption of "old" media. Programmers/networks need to develop a balance between "old" and "new media" to meet the new viewing expectations of millennials and plurals.
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Details
- Title
- Millennial Media Consumption and the Birth of the Anytime, Anywhere Television Viewing Experience
- Creators
- Andrea M. Gould - DU
- Contributors
- Albert S. Tedesco (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 4514; 991014632290504721