Must-have entertainment brands used by 18-34 year-olds U.S. 2022

In a survey conducted in the United States in October 2022, it was found that Spotify's paid subscription services were considered to be an essential service by about four-fifths (81 percent) of 18 to 34 year-olds who used the service. YouTube's free service was considered to be essential by about three-quarters of this demographic (76 percent), while Netflix was mentioned as a must-have by 70 percent of those who use it in this demographic.

Brands of sources of entertainment rated as must have by consumers aged 18-34 in the United States as of October 2022

Characteristic	Must have (invaluable)	Nice to have (could do without)
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Release date

November 2022

More information

Region

United States

Survey time period

October 2022

Number of respondents

Age group

18-34 years

Special properties

Household decision-maker/shares in decisions on entertainment, have broadband access, U.S. census balanced

Supplementary notes

*Household uses source among ages 18-34 - SPOTIFY PAID (n=252), YOUTUBE FREE (n=608), NETFLIX (n=764), APPLE MUSIC (n=281), YOUTUBE PREMIUM (n=132).
Question:1 On the next screen(s), you'll see the sources of entertainment you indicated are used in your household. For each, please indicate whether that source of entertainment is: "A Must Have" - It's a source your household just simply cannot do without OR "A Nice to Have" - It's a source that might be missed if you didn't have it, but the household could make do without it.

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