Sling TV Could Succeed Even if it Fails with Target Milliennials

Dish Network's new Sling TV streaming service has been designed to appeal to Millennials who do not find subcription TV appealing. 

Whether the service works, and for whom it works, remain to be tested. In fact, it is possible the service might appeal to consumers other than Millennials.

Ask Auto manufacturers how difficult it is to forecast demand for automobiles produced to appeal to a Millennial audience. 

The Chevy Sonic is aimed squarely at 18-to-30-year-olds. 

But the largest segment of customers for vehicles such as the Sonic--about 42 percent of buyers in 2013--are Baby Boomers, according to Edmunds.com. 

Five years ago, the proportion of older customers buying cars in this category was 29 percent.

Conversely, the percentage of buyers 18 to 34 buying new subcompact cars fell to 12 percent in 2013, down from 17 percent in 2008. 

In other words, even the best marketers cannot predict how vehicles designed for younger customers will appeal to that demographic, compared to others.

So Sling TV might succeed even if it does not appeal to Millennials, if the ulimate base of customers actually is people who want to watch linear TV, but don't want to spend very much. 
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