This time last year Triple J was holding on to a 7.7 per cent market share in the 18-24 demographic. That figure has almost halved in the latest survey.
, Nirvana’s 1991 anthem for disenfranchised youth. But for Triple J, which relies on today’s young listeners to survive, it’s increasingly become a case of: “Where’d you go now?”
Despite a drop across the 18-24 demographic for Triple J, the station’s breakfast hosts Bryce Mills and Ebony Boadu saw a slight lift in their audience share, from 3.8 to 4.1 per cent.While Triple J’s overall audience share rose slightly from 3.9 per cent to 4.3 per cent, the shedding of listeners in the 18-24 bracket represents a concerning trend. In the, Triple J posted a significant dip in that same demographic, dropping 7.4 points from 15.4 per cent to an 8 per cent share.
There has also been a switch-off in the 25-39 bracket over the last 12 months. In last year’s corresponding survey, Triple J maintained a 13.3 per cent share in that demographic, but that has dipped 3 percentage points to 10.3 per cent in this survey.
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