DEFY Media has announced findings from its third annual ACUMEN Report: Constant Content. The report, conducted in partnership with Hunter Qualitative and KnoWhy Research, focused on teens and young adult Millennials to examine their content consumption.

According to the report, digital dominates their content consumption with 13-24 viewers revealing a considerable 11.3 hours weekly watching “free” online video and 10.8 hours of subscription online video weekly – nearly twice the time reported for free online TV offerings from broadcast and cable networks (6.4 hours) or 8.3 for regularly scheduled TV. And, while 96% of those surveyed say they watch online video, only 57% watch free online TV and 56% watch recorded TV with no differences across the age range.

This segment also finds online personalities to be the most relatable and influential. For the millennial set, YouTubers are the today’s role models. Among the younger 13-17 segment, 32% responded they are more likely to look up to a YouTube personality over traditional celebrities, while the older 18-24 set reported a slightly higher affinity towards TV and movie stars (36% vs. 26% for YouTubers).