A group that GfK calls millennials (18-34 year olds) now represents 43% of the US cordless TV population. By cordless, they mean those without cable, satellite, fibre optics or any other conventional delivery service. 30% of all US millennials are cordless compared with 16% of baby boomers. Instead, millennials use streaming for TV and video, spending 65% of their viewing time this way, preferring the independence of being able to watch anywhere, anytime. This makes the group difficult to reach by advertisers and others, as they are 44% more likely to be cord-free than the average US consumer.
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