Auditel-Ipsos Doxa says 18-34s still watch TV on big screens
A report by Auditel-Ipsos Doxa indicates that young adults (18-34) in Italy continue to use smart TVs and large screens for hybrid consumption, combining linear and on-demand streaming. This study challenges the notion that this demographic has abandoned traditional television viewing.
Key Takeaways
- The Auditel-Ipsos Doxa report focuses on Italians aged 18-34, not a broader age mix.
- Young adults in the study use smart TVs and large screens for viewing.
- The report describes hybrid consumption between linear TV and on-demand streaming.
- The findings challenge the cliché that 18-34 year olds have stopped watching television.
Why It Matters
The immediate implication is that younger Italian viewers are still important for both linear TV and streaming delivery on the biggest screen in the home. That matters because the Auditel-Ipsos Doxa report frames 18-34s as hybrid consumers, not cord-cutters who only live in mobile or pure on-demand environments. For the wider ecosystem, it supports broadcaster streaming strategies built around coexistence with linear TV rather than replacement. The key signal to watch next is whether future Auditel-Ipsos Doxa updates show the same 18-34 pattern across more viewing categories or devices.
Read full article at en.ilsole24ore.com
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