Parenting teenagers has led me to the general conclusion that this age group has come to view all things related to the internet as free and instantly available. Since this view has prevailed for many years, it is therefore logical to assume that even 20-somethings in the workforce and paying their own bills would continue to view the internet, and all things available on the internet, in that manner. Imagine my surprise when a survey of U.S. consumers showed this not to be the case.

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I was recently at a conference where I heard Accenture claim that 85 percent of video content consumed today is pre-recorded. I guess all those PVRs are getting put to good use. Things are more dramatic when you look at the under-35 age group – that demographic is less likely to say they’re satisfied with current television options, more likely to watch content on ‘alternative devices’ (I guess that means PCs or mobile phones), and more likely to be familiar with on-demand TV. In fact, the under-35 set prefers watching content on demand and is more willing to pay to download content.

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