Consumers in the US spend nearly 60% of their leisure time on platforms with advertisements, with 50% of Americans already satisfied with the amount of ads they are exposed to.
That’s according to a new study by US market monitor Luminate (formerly MRC Data / Nielsen Music) released Tuesday (August 16).
Luminate’s latest Entertainment 365 report found that having an ad-free experience is not the primary driver for premium subscriptions, but getting a good value for the price and enjoying a range of content to consume.
The survey gathered data from 4,004 individuals ages 13 and up in the US from March 16 to April 11.
It found that listening to music and watching television tied for 1st place for the entertainment activities with the most reach amongst the general population above 13 years old. Social media use (No.2) and watching movies (No.3) were the next most popular.
The survey also found that almost a third of American consumers intend to “cut the cord” from cable/satellite TV as streaming services like MBW’s analysis of Luminate’s midyear report found that ‘Current’ music in the US is getting less popular in terms of the volume of streams and sales it attracts as consumers are beginning to enjoy ‘old’ music as if it were ‘new’ music.
But despite the change in listeners’ preference, Luminate’s most recent report highlights the ubiquitous role of music as the most preferred choice of entertainment among consumers in the US.Music Business Worldwide