18-34s: Some Watch Traditional TV, Most Favor Streaming

A new TV viewing study from media and marketing consultant Altman Vilandrie & Co. and online survey firm Research Now has found that just one-third of young adults 18-34 in the U.S. now watch TV shows during their normal broadcast time on a regular basis. Their preference: on-demand services like Netflix and Hulu, where they can access programs and movies when and where they want.

The finding is in line with a broader study completed recently by Swedish tech firm Ericsson that found on-demand viewing was on the rise and viewing to scheduled TV programming was declining across 13 countries across Europe, Asia and North and South America. But the Altman study also found that as viewers get more accustomed to controlling TV time, they also want more control over how they access programs. Increasingly, the device of choice is the smartphone.