Like their counterparts in the US, Canadian millennials love to watch video content, and streaming services are thriving in the market. eMarketer's Sean Creamer spoke with Kristin Wozniak, vice president of analytics and insight at media agency Wavemaker, about how video streaming stacks up against traditional TV, and why millennials' use of streaming services is so fragmented. Wozniak was interviewed as part of eMarketer's June report, "Media Habits of Millennials in Canada 2018: Five Key Personas to Understand and Target."
Are you putting more of an emphasis on digital over TV when targeting millennials in Canada?
Our conversations of late have undervalued television. Digital is enticing, and there are lots of opportunities to be creative, but TV is still the most consumed channel. It performs the best at building brand equity across demographics, especially if you're launching a new product.
But while there's a lot of traditional TV consumption, millennials are increasingly streaming content. There are only so many hours in the day, so there has to be a trade off between traditional and streaming media.
As millennials age, we expect more digital streaming behaviors, at least in urban and highly populated areas.