As traditional TV viewership continues its decline with Millennials, radio has surged ahead.
For Millennials, the move to streaming has significantly impacted the time spent viewing. As presented in the Business Insider visual below, Nielsen data shows that TV viewing by 18-24-year-olds was down by about 9.5% year-over-year and has fallen by about 34% between 2011 and 2015. Older Millennials (25-34) saw about a 6.5% decrease year-over-year and about a 22.5% drop from 2011 to 2015.
The opposite is true when looking at radio where AQH persons increased nearly 10.5% from Feb 2015 to Feb 2016. Radio continues to surge ahead as the #1 reach medium across all key demos.