Viacom’s music group, comprised of MTV, VH1, and CMT, released summary results of survey exploring how teenagers and adults up to age 40 consume music. A survey population of 1,200 participants submitted to the quantitative study, which also included qualititive secondary research and a mysterious “blography” component.
Streaming was revealed as a mainstream behavior in the survey responses, with 78% of the group having streamed music in the past three months. The 22-30 cohort was more active than both older and younger respondents — 63% of them stream music every day. (That’s a much more active-use metric than normally found in consumer studies. Viacom calls its subjects “music fans,” and perhaps the selection process skewed to more persistent listening than average.)
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