Volume II of Nielsen’s Millennials on Millennials series was released Monday. And despite being very active listeners of streaming services, Nielsen says Millennials have not abandoned radio. Nielsen says nearly 60% of Millennials now use two or more apps for streaming, however, 93% of Millennials still listen to AM/FM radio every week. Nielsen also says Podcasts are now on the radar of Millennials.
Thirty-seven percent of Millennials reported listening to podcasts at least once a week, which encompasses daily use. Additionally, persons 18-34 are almost three times more likely to listen to podcasts daily.
Nielsen says it’s abundantly clear that Millennials approach digital content consumption differently from the rest of the population. “More specifically, Millennials are an unfocused audience, not particularly loyal to just one digital music or communication service. But this doesn’t mean Millennials are consuming less content. This demographic is engaged with digital services during all waking hours of the day and while there are plenty of digital services from which to choose, Millennials are not choosing either/or, but many, and the opportunities are endless for how marketers and advertisers will capitalize on the plethora of their usage behaviors.”
Read more from the Nielsen Millennial report HERE
