Blog: millennials

The investment in the digital audio market began with splashy celebrity deals and now even more big names are flocking to the format. One of the first big announcements in celebrity podcasts was that of The Obamas officially announcing their exclusive deal with Audible instead of their original deal with Spotify.

The audio battle started with major network acquisitions, such as Amazon’s purchase of Wondery and Spotify’s acquisitions of Gimlet , The Ringer and Paracast . Now, SiriusXM is stepping into the ring with its purchase of Conan O’Brien’s network Team Coco.

Digital natives – be they classified as millennials or generation Z – have always had the term “instant gratification” associated with them. This is a reflection of the way technology has shaped and moulded every aspect of their daily lives and interactions.

31% of baby boomers in the UK are in the habit of binge-watching TV shows, according to the MIDiA Research Q2 2019 Consumer Survey. While millennials and gen Z are still at the forefront of the binge-watching trend, baby boomers recorded a 70% growth in binge watching from 18% in Q2 2018 to 31% in Q2 2019.

It is still common to hear people talk about Millennials as if it is one amorphous group. In actual fact, Millennials are now 2 entirely distinct generations, not 1. In addition to the core Millennials we now have a new generation of younger consumers born on or around 2000.

TPG's investment of $450m in Vice Media this week has valued the company at $5.7bn. CEO Shane Smith described the move as enabling the company he founded initially as a magazine in 90s Montreal to achieve the following: 'Build up the largest millennial video library around the world.