La fuga de los millennials de la televisión lineal

Enrique  Guerrero Pérez

doi:10.4185/RLCS-2018-1304

Authors

Enrique Guerrero Pérez University of Navarra https://orcid.org/0000-0001-7693-8669

DOI:

https://doi.org/10.4185/RLCS-2018-1304

Keywords:

Television, Internet, audiences, audiovisual media consumption, millennials

Abstract

Television is undergoing a historical transformation due to its convergence with the Internet and the disruptiveness of technological innovation. Methods. This article analyses the evolution of linear television consumption by the so-called millennial generation, in comparison to the general audience, and how it is affected by online viewing. This research also addresses millennials’ audience profile and affinity in relation to the main commercial television channels in Spain. To this end, quantitative and qualitative instruments are used: Kantar Media viewership data and an original online survey about audiovisual consumption habits applied to a representative sample of Spanish Internet users and, on the other hand, semi-structured interviews with the digital strategists of the major private television companies and a multichannel network. Results and conclusions. The results confirm the leak of young audiences –and the associated revenues– and their move towards more personalised and interactive audiovisual entertainment services. In response to this, television operators are implementing new multi-platform strategies that affect their core business and even their own identity.

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Author Biography

Enrique Guerrero Pérez, University of Navarra

Enrique Guerrero is Full Professor and Academic Secretary at the Department of Culture and Audiovisual Communication of the University of Navarra.

He holds a PhD degree in Audiovisual Communication, with distinction for his thesis on the standardisation of the production of television entertainment programmes.

Visiting professor at the University of California Los Angeles (USA), Bournemouth University (United Kingdom), The University of Texas at Austin (USA) and the University of Piura (Peru). His research work focuses on the impact of digitisation and technological innovation in the audiovisual industry, especially in the development of projects, the production standards of entertainment content and audience viewing habits.

Member of the Academy of Television Arts and Sciences (ATV) and author of numerous articles, book chapters, and books.

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