The surge in adoption of streaming music services, especially among younger consumer segments, has led many to predict the demise of traditional broadcast radio. However, while younger audiences are certainly shifting in general towards music consumption via streaming platforms, when it comes to in-vehicle entertainment, real-time radio is still the most listened to source - even among the youngest drivers.

Strategy Analytics conducted a qualitative study with drivers aged between 20-30 years in the UK and the USA to explore their in-vehicle listening habits in detail and to understand what factors drive these behaviors. 

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