Among the key generational differences revealed by the Canadian Media Landscape Study, Millennials watch less in general, spending only 39% (2.2 hours) of their media hours in this fashion compared to 49% (2.5 hours) for Gen Xers and 57% (3.4 hours) for Boomers. But there is more to it when we dig further into older and younger Millennials and the specific formats they watch. Trailing Millennials, that is, 18-24 year olds, watch the least amount of Live TV among the generations, but it is still part of their media repertoire (7% of their total media hours). Their older counterparts, Leading Millennials (25–32 year olds), spend twice as much time with Live TV relatively speaking (16% of their media hours). Marketers need to be aware of these inter-generational differences. Leading Millennials in some ways are closer in life stage to younger Gen Xers as they become more focused on careers and family. Not only does this mean they are earning more than Trailing Millennials, but it also influences how much time they spend with media and how they consume it.