Resumen:
Television is undergoing a historical transformation due to its convergence with the
Internet and the disruptiveness of technological innovation. Methods. This article analyses the
evolution of linear television consumption by the so-called millennial generation, in comparison to the
general audience, and how it is affected by online viewing. This research also addresses millennials¿
audience profile and affinity in relation to the main commercial television channels in Spain. To this
end, quantitative and qualitative instruments are used: Kantar Media viewership data and an original
online survey about audiovisual consumption habits applied to a representative sample of Spanish
Internet users and, on the other hand, semi-structured interviews with the digital strategists of the major
private television companies and a multichannel network. Results and conclusions. The results
confirm the leak of young audiences ¿and the associated revenues¿ and their move towards more
personalised and interactive audiovisual entertainment services. In response to this, television
operators are imp
