From families gathering around black and white televisions to IPads and Netflix, the way in which we consume media rich content has changed considerably over the past 50 years.

If you are a traditionalist and take pride in reading the weekly TV guide this article will probably make you cringe – consider yourself warned. From families gathering around black and white televisions to IPads and Netflix, the way in which we consume media rich content has changed considerably over the past 50 years.

The evidence is clear. There is a whole persona group – referred to as “cord cutters” – who are individuals like me, who rely on the internet for entertainment. Our entertainment platforms of choice include the likes of YouTube, Netflix, Amazon, Vimeo, iPlayer, and Amazon Prime. For me, the twenty-first century TV experience consists of a tub of Ben and Jerry’s ice-cream whilst watching House of Cards on my iPad.

By 2025 over 50% of all viewers under the age of 32 will not subscribe or pay for a TV service.

This rapid change in behavior is largely fueled by the millennial generation, and suggests that by 2025 over 50% of all viewers under the age of 32 will not subscribe or pay for a TV service. To further substantiate this trend, Google recently ran a study and found that 18-49 year olds spend 4% less time watching TV, and 74% more time watching YouTube.

So think about that when you’re thinking about how, where, when and to who you want to advertise.