Today’s young adults aren’t just watching TV—they’re curating their own personal networks. New data reveals that viewers aged 18–34 subscribe to an average of 4.2 streaming platforms, well above the broader market average of 3.3. But there’s a catch: they’re also far more likely to jump ship. In fact, this group is 58% more likely to cancel and return to a service within the same year, compared to a 40% global churn rate. That means loyalty isn’t guaranteed; it’s earned.
So, what does this mean for advertisers?
At Diray Media, we see this behavior as both a challenge and an opportunity. Younger audiences are clearly engaged, but they’re also discerning. If a platform or a brand doesn’t add value, they’ll scroll away, unsubscribe, or skip. The good news? With a performance-driven approach, brands can break through.
Streaming Isn’t Dying. It’s Evolving.
It’s easy to look at the numbers and think Connected TV (CTV) is falling behind. Only 52% of young adults engage with CTV daily, compared to a whopping 85% who use social media. But context matters. Social media might win in volume, but CTV wins in impact. Longer attention spans, sound-on viewing, and a lean-back experience all work in advertisers’ favor.
What’s happening isn’t a decline in interest. It’s a shift in expectations. Young viewers want content that’s worth their time and ads that don’t feel out of place. They’ve grown up skipping ads, but when done right, advertising on TV still works. Really well.
What Young Viewers Expect from Brands
This audience is digital-first but platform-agnostic. They’ll bounce from app to app, device to device, and still find time to binge their favorite show all in one day. That means advertisers need to meet them with flexibility, creativity, and a strategy built on results.
Here’s what resonates:
- Personalized Messaging: Smart targeting wins. With the right data, we can deliver ads that feel custom, not creepy.
- Seamless Experiences: From QR codes to digital tie-ins, campaigns that bridge screens keep the journey going.
- Value-Driven Content: Whether it’s humor, utility, or cultural relevance, ads that entertain or inform cut through the noise.
Why CTV Still Wins
Even with stiff competition from social platforms, CTV remains one of the most powerful tools in a marketer’s arsenal, especially when backed by a performance lens. We’re talking real-time optimizations, in-depth audience insights, and attribution that doesn’t leave you guessing. At Diray Media, we help brands harness this channel to drive measurable growth without the guesswork.
Plus, with younger audiences cycling through platforms at record speed, advertisers have a rare opportunity: test fast, iterate smart, and capitalize on moments when users return to their favorite streaming services.
The Takeaway
Young adult viewers aren’t unpredictable. They’re just empowered. They know what they want, and they’re not afraid to click away when they don’t get it. But with the right media strategy, brands can stay relevant, engaging, and visible across every screen.
Want to win their attention and keep it? Let’s build a total video plan that does exactly that!