Americans aged 18-34 are more likely than their older counterparts to prefer a range of entertainment types on-demand, according to a survey conducted by Harris Interactive on behalf of Stitcher. For example, among music listeners, 18-34-year-olds are twice as likely as 35-54-year-olds to prefer to listen always or mostly on demand (46% vs. 23%). And among TV viewers, 41% of those aged 18-34 prefer to watch always or mostly on demand, versus 21% of those aged 55 and older. Indeed, the desire to watch on one’s own schedule has become a key driver of online video consumption.
The Stitcher survey’s headline result is that 57% of American adults (and 71% of students) believe that in 5 years, Americans will primarily listen to streaming radio versus traditional AM/FM radio. However, a recent survey of AM/FM radio listeners in the US and Canada suggests that such a shift – while occurring – probably won’t be as rapid as the Stitcher respondents expect. The 78,000+ respondents to the Jacobs Media survey reported on average spending about 14% of their radio time tuning in on digital platforms, whether that be through the computer, mobile or other formats. Leading the charge are Gen Z respondents (born in 1993 or later), who reported listening on digital platforms an average of 21% of the time.
- 52% of 18-34-year-olds who watch movies prefer to do so always or mostly on demand, according to the Stitcher survey.
- 81% of US adults who prefer to consume their entertainment (movies, TV shows/programs, music, news, sports) always or mostly on demand do so in order to watch or listen at a later date or time that is more convenient. 68% do so to avoid commercials.
About the Data: The study surveyed 2,066 US adults, and was conducted online by Harris Interactive in April 2013.