49% of Young Adults Don’t Subscribe to Pay TV

Nearly half—49%—of all young adults don’t subscribe to a pay TV service, according to new data from Adobe.

"Younger viewers are a driving force behind multiscreen TV, forgoing pay-TV packages,” Adobe said. “They consume more content and multiscreen experiences are becoming second nature.”

Adobe says these 18- to 24-year-old cord cutters and cord nevers spend 54% of their total TV time watching over-the-top TV. Those young adults average 11.2 hours per week streaming video on their smartphones. Adults over 65 stream about 6.7 hours of video on their phones.

Related: Amazon’s Paull Says Streaming Partners Program Is Legit Cable Rival

Among all adults, about 30% do not subscribe to a pay TV service, and they spend about 42% of their total TV time watching OTT.

Half of the people who subscribe to a streaming service report binge watching on a weekly basis. The service with the most frequent binging was CBS All Access.

Related: Before Going OTT, Knowing Audience Is Key

About one in three viewers switch devices while streaming video—from TV to PC or mobile or vice versa.

Meanwhile 82% of video streamers subscribe to a subscription VOD service, with 91% of 18 to 34 year olds subscribers.

Related: Study--Netflix Has Lowest Churn Rate Among OTT Services

Not surprisingly, Netflix is the most popular, followed by Amazon Prime and Hulu Plus.

Free services are used by 88% of video streamers. The most popular service is YouTube.

Related: Adobe Digital TV Metrics Adopted by comScore

82% of video streamers watch on a home TV, with smart TVs and game consoles the most popular devices, Adobe said.

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.