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Baby boomers are the only generation in the US that watches cable TV in significant numbers. Among those ages 55 and older, 38% spend more time watching content on cable than on any other platform, compared with 21% of Gen Xers, 16% of millennials, and just 9% of Gen Z adults. Still, even boomers prefer streaming to cable, with 40% spending most of their video viewing time with those digital services.
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