Did you know that 43 percent of children ages three to 18 use a smartphone, with 65 percent doing so on a daily basis? Today’s younger generation is learning to swipe and scroll smartphones earlier than ever before, making it difficult for traditional cable operators to reach this “YouTube” generation and turn them into loyal customers.In order to capture the younger generation, TV networks are releasing new “exclusive” series before they air on traditional television via TV Everywhere (TVE) apps. For example, just recently, MTV, a popular network amongst teenagers, premiered a full season of its new docudrama titled “Wait Til Next Year,” via its app before its television debut. Disney/ABC also got into the mix, announcing plans to air nine episodes of its new children’s show titled, “Sheriff Callie’s Wild West,” via the network’s Watch Disney Junior app.
TV networks are beginning to realize that in order to compete with over-the-top (OTT) providers, they must cater to today’s mobile generation, as the second screen is quickly becoming the first viewing option for many young people. So much so, in fact, that Nieslen plans on counting mobile devices in traditional TV ratings beginning next fall in hopes of providing more accurate viewing data.
TV networks, like Disney/ABC, are trying to cash in on this phenomenon early, and it’s certainly paying off. Since the launch of Watch Disney Junior in June 2012, the app has been downloaded five million times, produced more than 650 million views and averages about 41 million views per month.
Will TVE apps be the secret to capturing today’s younger generation? Tell us what you think in the comments below.