Posted: July 17th, 2022

18-24 y/old media content consumption and peception on content providing services.

The current project aims to understand the attitudes and behaviors of 18-24 y/old, as they relate to media content consumption (e.g. audio and video) and their perception on content-providing services (e.g. SiriusXM, YouTube, Spotify).

SiriusXM is a broadcasting company that provides satellite radio, online radio, and on-demand
online content to media consumers in the United States. It features uniquely curated music (e.g.,
Pitbull’s Globalization, SoulCycle Radio, 90s Mellow Hits), sports (e.g., ESPN, Barstool Radio, live
play-by-play coverage of professional and college sports), comedy (e.g., Kevin Hart’s Laugh Out
Loud Radio, Comedy Central radio), talk and entertainment (e.g., Doctor radio, TODAY show
radio, Disney radio), news (e.g. CNN, Bloomberg radio) as well as traffic and weather channels. In
total, it streams more than 300+ unique stations to consumers. In addition, it also offers thousands
of hours of on-demand shows, performances and interviews, SiriusXM video (online or on the app),
and personalized streaming stations (Powered by Pandora, which SiriusXM acquired in 2019).
Consumers can listen in their car, on their phone, at home, or online, and subscribe through a
variety of packages. As of March 31, 2020, Sirius XM had approximately 34.8 million subscribers.
Owing to the breadth of its content and access options, Sirius XM competes against a broad range
of other media providers and platforms, including traditional and online radio services (e.g.
iHeartradio, TuneIn, Last.fm) and online audio streaming and content platforms (e.g. Spotify,
YouTube). Similar to many of these organizations, SiriusXM is interested in courting younger media
consumers, in the 18-24-year-old age range, by providing media formats that appeal to their needs
and wants (e.g. apps).

Research questions to be explored (18-24 y/o consumers):
What non-music audio content do they consume?
When (e.g. occasions, frequency, etc.)?
Where (e.g. on which platforms, etc.)?
Why (e.g. what needs and wants does it fulfill)?
How much do they care about it (vs. music audio content)?
What non-music video content do they consume?
When (e.g. occasions, frequency, etc.)?
Where (e.g. on which platforms, etc.)?
Why (e.g. what needs and wants does it fulfill)?

For non-music content, how important is video vs. audio-only consumption?
When does it matter or not matter (e.g. occasions)?
How does video complement audio consumption?
What are their perceptions of content-providing services/platforms (mainly for non-music content)?
Which do they use? Why?
What features do they like and dislike?
How important is the element of control?
How did they get started with them (e.g. trials, promotional offers, recommendations)?
What are barriers to trying a new service?
How long have they been using them?
How loyal are they? Why?
What are their perceptions of Sirius XM brand/service?
What are their perceptions of Sirius XM pricing structure/subscription plans? Research Methods. This marketing research study will use three methods:

Choose two from the following resources in your personal annotated bibliography: • One commercial/industry database (e.g. Business Insights, Gfk MRI University Reporter) • One scholarly journal article (e.g. Journal of Marketing) • One news article from a credible source (e.g. Wall Street Journal) • One website (e.g. competitor website, industry trends blog, etc.)

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