With the streaming TV business looking to lure customers to ad-supported tiers, Samba TV suggests that millennials are an inviting group to target.

In a new Guide to Targeting Millennials, Samba TV said that generation of viewers is more open to ad-supported video-on-demand than other generations.

“Millennials are the generation that grew up on cable and were first to cut the cord, and have revealed themselves to be a core audience on AVOD and FAST platforms,” Samba TV co-founder and CEO Ashwin Navin said. “Their willingness to consume ads when streaming is a unique opportunity for advertisers to reach more than 20% of the U.S. population, with more spending power than retiring baby boomers. By embracing an omni-screen strategy that addresses all the platforms where millennials consume video, advertisers can align their campaigns to connect with this hugely impactful audience.”

Samba TV said there are about 72 million millennials with more than $2.5 trillion in spending power, making the demographic group attractive to advertisers.

The report is based on a survey of 2,507 adults conducted by HarrisX that found that eight of 10 millennials stream TV shows, with 84% of those streamers using Netflix.  

Of the millennial Netflix subscribers, 21% signed up for the ad tier, with 68% of them subscribing after Netflix introduced its lower-priced tier with commercials.

Now grown up, 73% of millennials subscribe to a streaming service just for their kids. 

The survey found that 68% of millennials have an ad-supported streaming service, more than any other generation.

A majority of millennials — 68% — said they would be likely to change their streaming subscriptions if a current one released a cheaper version with ads. 

At a certain point, too many commercials is too many, even for millennials: 71% said that watching the same ad over and over again in a month would worsen their perception.

Approaching six months since launch, the metrics continue to look sour for SVOD service Apple TV Plus.

According to a new HarrisX survey commissioned by MoffettNathanson, despite a massive uptick in the amount of streaming video consumption during the COVID-19 pandemic, only 7% of U.S. streaming homes are using Apple TV Plus.

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The low penetration, according to MoffettNathanson analyst Michael Nathanson “speaks to [Apple TV Plus’] limited content offering and lack of library.”

Another notable data point from HarrisX’s first quarter SVOD data: 55% of Apple TV Plus users are on free promotional plans, with Apple giving away its streaming service for a full year to purchasers of new Apple devices.

Related: Apple TV Plus: Nearly Six Months in, Is Anybody Watching?

HarrisX gathered responses from 19,416 U.S. adult consumers about their subscription streaming habits during the first quarter.

Also interesting: Apple TV Plus doesn’t seem to enjoy exceptional market penetration with any specific age group. The HarrisX data shows its penetration reaching 8% across adults ages 25-29, 30-34, 35-39 and 40-44, with adults age 18-24 at 7%. 

Approaching six months since launch, the metrics continue to look sour for SVOD service Apple TV Plus.

According to a new HarrisX survey commissioned by MoffettNathanson, despite a massive uptick in the amount of streaming video consumption during the COVID-19 pandemic, only 7% of U.S. streaming homes are using Apple TV Plus.

The low penetration, according to MoffettNathanson analyst Michael Nathanson “speaks to [Apple TV Plus’] limited content offering and lack of library.”

Also read: Apple TV Plus: Nearly Six Months in, Is Anybody Watching?

Another notable data point from HarrisX’s first quarter SVOD data: 55% of Apple TV Plus users are on free promotional plans, with Apple giving away its streaming service for a full year to purchasers of new Apple devices. 

HarrisX gathered responses from 19,416 U.S. adult consumers about their subscription streaming habits during the first quarter. 

Also interesting: Apple TV Plus doesn’t seem to enjoy exceptional market penetration with any specific age group. The HarrisX data shows it’s penetration reaching 8% across adults ages 25-29, 30-34, 35-39 and 40-44, with adults age 18-24 at 7%.