How pay TV can retain Generation Z, the demographic group between ages 3 and 14, was the main topic in the talk delivered by Tomas Gennari, Chief Business Intelligence Officer of BB-Business Bureau in the framework of the #BBTV Day Miami 2015, held in the Biltmore Hotel in Coral Gables. Gennari in his presentation titled Welcome cord-cutters and cord-nevers focused on this age group because, according to his findings, there is where measures can be taken for pay TV not to suffer millionaire losses. Millennials have already been lost somehow, he states. He indicated that the 15 to 24 year-old age group in homes with Internet is where 14% of cord-cutters and 11% of cord-nevers are. He commented that if pay TV doesn´t make adjustments and this trend remains, in 50 years US$42 billion will have been lost. He showed a chart in which by 2055 the total of homes with pay TV would represent 30% of the market, cord-cutters 59% and cord-nevers 11% in the 55-65 year-old age group.He commented that the study reveals that Generation Z watches 7 hours and 10 minutes of contents per day. They spend 126 minutes a day on linear TV, 75 minutes on YouTube, 44 minutes on Mundonick, 44 minutes on CN Go and 38 minutes on Netflix, to mention the most viewed.He indicated that for this demographic group, primetime is dead. He highlighted that more than half of the homes with Internet have tablets and smartphones. He ended stating that there are opportunities to create an OTT exclusively with children´s contents and reminded that what is offered on OTT platforms such as Netflix doesn’t compare in quantity with the children´s content available on pay TV operators.
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