This is Why Apple TV is the Perfect Solution for Millennial TV

Are You A Binge Watcher? You’re Not Alone

Why Millennials Want Apple TV
Apple TV Gives Access Not Ownership in a Smart Package.

If you’ve ever come across a great TV series only to watch three or four episodes in one sitting, you’re not alone – you’re a perfect expression of changing TV viewing habits. We have grown cold toward traditional linear broadcasting, turning instead to streaming solutions, like Apple TV.

Binge TV

This is a big change. “Binge viewing used to have negative connotations,” said Karen Ramspacher, SVP, Consumer Insights of GfK MRI’s special research on TV viewing. “Streaming services have taken this habit to new levels,” she said.

What this means is that digitally-savvy viewers have taken control of how they watch the goggle box, though it’s arguable that the six in ten people now watching three or more episodes of the same show in one sitting may have simply upgraded to a different type of screen addiction.

It is interesting to reflect that Apple TV owners are primarily male, men (17%) are more likely than women (10%) to own one of the devices, a Fluent survey has claimed.

Two-thirds of those who say they regularly watch TV in this way use streaming services to do so.

Staying hip

Apple is generally perceived as “young and hip and tech-savvy,” notes Needham & Co. analyst, Laura Martin. “Apple’s goal is to create products that people love.”

In that regard, Apple’s moves into streaming media (which naturally also includes its introduction of streaming music service, Apple Music), is bang on trend. Digitally savvy millennial customers are firmly in the company’s sights, and the time may be ripe.

The catbird seat opportunity sits in changing attitudes toward ownership. Already one-third of US millennials want to cancel their cable TV subscription, and over half of them (53%) already binge watch more than half the time they watch TV.

“Research has shown that many millennials prefer to rent rather than own assets,” wrote Needham analyst, Martin. “Growing consumer adoption of Netflix, Hulu, and Spotify are all examples of consumers paying monthly rental fees for all-you-can-eat media.”

It’s also driving a surge in real time streaming through social networks and services like Periscope, Snapchat and more.


These changes toward an access-based, rather than ownership-focused attitude means people like you and I all want to be able to access what we want, where we are and when we want to, but this also prompts a second challenge Apple TV tries to resolve discoverability.

Where we are now, a recent Reelgood Entertainments Habits Study found that Netflix and Amazon Prime Video users spend twice as much time  (17.8 minutes) each day looking for something to watch as those on cable (9.1 minutes). Interestingly, people using streaming TV services spend more time watching TV but actually see fewer shows.

When every piece of media is available to you through multiple apps and services, you won’t want to shuffle between services attempting to find the one show you are looking for. That’s a challenge Universal Search aims to resolve, enabling Apple TV customers to quickly find what they need, so long as the apps support the search API’s.

Navigation is also part of the future media matrix. Apple has arguably developed the simplest user interface for television in Apple TV. Clear menus, app-based content and spoken word Siri support make it much easier to navigate to what you seek, but as more channels and more sources of great shows, games and music appear on the tvOS, discoverability remains critical.

Apple TV attempts to solve this by offering a built-in recommendation system, so you can ask Siri. You can ask it to find any movies based on the name of people acting in the movie, its genre, episode number, for example:

  • “Find the series finale of Game of Thrones,”
  • “Find the movie starring Maggie Smith living in a van,”
  • You can even ask, “What should I watch tonight?”

These advanced search tools will only improve as Apple develops AI recommendation services for Apple TV customers, in which shows and movies will be more and more accurately recommended as you use the device.

Driving 4K

Apple has competition and the drive to 4K is likely to be part of the future of Apple TV. Roku already supports streaming up to 4K (Samsung 4k TVs were one of the top sellers in Adobe Digital Index’s 2015 Holiday Shopping Prediction Report), so there is a move to use a Roku solution with some smart televisions, all the same, Apple arguably provides a more flexible solution and Apple TV still accounts for over a third of all streaming device use, according to the Adobe Digital Index.