VIP+ Survey: Inside the Growing Demographic Divide Across Media Platforms
The digital era, once offering promise to established media companies, is becoming a poisoned chalice.
A key factor behind this idea is the distribution of platforms used by each age group. Younger consumers are less likely to use traditional formats such as cable and broadcast TV, instead opting for podcasts, social media and gaming alongside streaming services and TV networks. Radio is another medium that may need to embrace other formats to maintain its long-term health. While around half of consumers over 45 agree they like to listen to the radio, only a quarter of 15-29s do, with younger consumers more likely to prefer streaming music services.
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