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Study: International millennial television usage

The Toronto-based Television Bureau of Canada has released the results of a study of television use by millennial-aged consumers. The study incorporates data from television organizations in 10 countries, including the US, Canada, Australia, Germany, the UK and France.

According to the results, consumers between the ages of 18 and 34 in most of these countries watch around two and a half hours of linear programming on a television set per day. In Canada, the number is two hours and 43 minutes. This equates to approximately 65% to 75% of their total video consumption time, the remainder accounted for by online sources such as YouTube and Netflix. In most of the reporting countries, television can reach between 70% and 85% of the population. The lowest figure, 64%, comes from France. The reach of television in Canada is 96%.

In Canada, 39% of millenial-aged consumers said they are most likely to pay attention to advertising on television more than other media, compared to 12% for social media sites and two percent for mobile advertising.

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