Around 83 million US and Canadian Millennials will spend $750 per person on paid content. Deloitte claims that young audiences will be choosier and more price sensitive than similar audiences of the past.
Commonly dubbed the “generation that won’t spend”, North American Millennials are expected to spend $62bn on media content this year, according to Deloitte.
Around 83 million US and Canadian Millennials will spend $750 per person on paid content, says Deloitte, who claim that young audiences will be choosier and more price-sensitive than similar audiences of the past.
The cumulative media spend will be less than five% of their total expected spending of $1.45 trillion in 2015.
The research found that Millennials are spending less on traditional media than they did in the past, with the modern audience less likely to subscribe to a print newspaper in 2015. American 18-34 year olds are half as likely as the national average to subscribe to a print newspaper, but spending has declined rather than ceased.
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