Millennials consume the least amount of media in America

Rob Clapp

A breakdown of average daily media consumption in the US by age.

Millennials in America recorded the lowest media consumption among all age groups, according to the latest data from Nielsen's Total Audience Report. The 18-34 age group registered consumption of 8:45 (hours:minutes) this year, two hours and 24 minutes lower than the 35-49 group. The gap between millennials and other age groups was even greater, 4:05 lower when compared to the 50-64 group and 3:31 lower compared to adults aged 65 and over. Average consumption of adults 18+ in America clocked in at 11:06.

Millennials also differ in another key regard. While all other age groups register live and time-shifted TV...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands