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Millennials, the generation born beginning in 1980 (and defined for the purposes of this analysis as adults ages 18-34), are an extremely unique demographic segment with digital media consumption habits that vary greatly from older generations. While those age 35 and older still comprise the majority of media audiences in the U.S., Millennials account for a disproportionate share of total screen time and provide a useful glimpse at what the future of media consumption will look like. Because their media consumption habits serve as a leading indicator for the broader media landscape, understanding how to market to this valuable demographic is vital to brands, agencies and media companies seeking to stay ahead of the curve.
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