Full extent of Millennial, Gen X video consumption not being measured
New research suggests that nearly two/thirds of Millennials‘ and Generation X‘s true video consumption is not being captured by current media measurement platforms.
A new report by Hearts & Science believes that there are big gaps in the data when it comes to measuring content and ad exposure in mobile applications as well as OTT and streaming services.
According to the study, the issue of unmeasured platforms becomes even more critical when factoring in the 47% of MGXers report zero hours consuming content on traditional TV platforms. This would indicate that they exclusively consume TV and video via devices outside of the measurement coverage map.
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