Hello everyone. I do not want to get deep into what I do that makes me a millionaire but, I recently had the attention of 50 18 - 25 year olds and it was roughly = male/female, all graduated High School & were entering or were in College/Trade school. Of the 50, 39 were 18 - 21. I had the liberty to ask them a few questions. While this is not scientific nor a great sample base, it is indicative of the trend.

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Do you know what AM radio is.

8/50 said yes - EIGHT.

How many of you 8 listen to AM radio once a week?:

0/50

How many of you listen one a month?:

0/50

How many of you know what FM radio is?:

41/50

How many of you listen to FM radio as your primary music source?:

0/50

How many of you listen to FM radio as a secondary source?:

21/50

How many of you 21 are exposed to it as a secondary source because someone forces you to listen to it? (ie: in the car, a store, friends house):

14/50

Why don't you listen to FM radio primarily? (The top answers were):

Commercials, Don't like the music, why listen to commercials when I can listen w/o commercials. (There was no discussion of DJ'S - obviously terrestrial has lost sight of this asset)

How many of you know what FM HD is?:

0/50

Finally, what is your primary source of music and entertainment?: (did not add to 50 as some answered more than once using more than one medium)

#1 - YouTube\YouTube music app
#2 - Spotify (Mostly because they are receiving a 5/month Spotify/Hulu school offer).
#3 - Trading music among friends via servers/links or trading audio/video files via phone
#4 - online/streaming
#5 - SXM (only 3 admitted listening to SXM. This might indicate that SXM is already aging old and *not* taking in younger listeners, or because you have to pay for it).

>> I had several students ask what "FM HD" is. I explained it. They asked me if they can receive it on their phones. When I said overall no, because of licensing fees it is mainly available in cars or home devices, sometimes a web stream, ALL lost interest. <<

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Side note, it because obvious that group aka younger generation is not turned on by BIG screen TV's. They would rather watch on a phone and their attention span is much shorter. Movies and longer length items are reserved for their laptops.

Phone is the go to gadget for this group and the younger generation. I also believe it is their 3rd appendage.

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Break it down, accept it or not as you see fit. Just an unscientific survey. But it correlates with younger formats being in the toilet.

Z